|On August 4th, Irene Watson and Tyler R. Tichelaar spoke with university press publisher Mark Long. He has a BA from the University of Texas at Austin and an MA from the University of North Texas, both in English. In 2004, after teaching for ten years, he oversaw the formation of TSTC Publishing, the publishing arm of the Texas State Technical College System. Mark Long shared his wisdom about:
- Manuscript/project acquisition (what we look for in proposals): market analysis, author credentials, ease of marketing/sales efforts
- The textbook sales cycle: summer (research), fall (pre-sell), spring (adoption season)
- Printing considerations: offset vs. POD
- Marketing/Sales: how we publicize and sell books: facebook, blogs, email newsletters, trade shows, direct mail pieces, inside sales/cold calling
- How authors make money: royalties vs. work-for-hire agreements (plus, as well, what publishers pay for vs. authors
- Future of college (textbook) publishing: ebooks, enhanced ebooks, and apps
Mark Long / TSTC Publishing
|With a list comprised of academic and technical textbooks, technical career guides, and technology forecasts, TSTC Publishing’s mission is to provide low-cost yet high-quality materials to institutions of higher education and private industry.
TSTC Publishing offers faculty throughout the USA the opportunity to initiate and participate in a variety of textbook development projects. Of course, in the 21st century a textbook is no longer ‘just’ a textbook, so TSTC Publishing projects now include such ancillary products as instructor guides, student workbooks, CD-ROMs, DVDs, e-books, and companion Web sites. In addition to offering editorial help and guidance to faculty, assistance is also available in the areas of materials production, distribution, and sales.
TSTC Publishing is based in Waco, TX