Joining the book group: book packager James Trulove uncovers the mysteries of monographs and more

Residential Architect, Nov-Dec, 2002 by James Grayson Trulove

print run. Depending on your needs, an initial press run of 2,000 to 3,000 copies probably is sufficient. It is better to print too few and then go back to press (assuming a second press run of at least 1,000 copies) than to print more than can be sold or used by the architect.

costs. In general, total out-of-pocket costs to the architect range from $50,000 to $150,000 inclusive of all writing, graphic design, paper, printing, binding, and shipping costs. This figure doesn't include the cost of photography, high-quality plans and drawings, and staff time. Depending on the agreement with the publisher, the firm receives a set number of books and retains ownership of all book-related film should subsequent editions be needed. If the book is particularly successful, the architect might receive a modest financial return from sales. That rarely happens, however, and the book should be looked at as a long-term investment rather than a direct moneymaker.

marketing. Publishers are notoriously tight with their marketing budgets--even for mainstream books--so architects should plan to market their books at their own expense. Some popular ways are community lectures, local bookstore signings, and talks to professional groups such as a local AIA chapter.--j.g.t.