A People’s Guide to Publishing: Building a Successful, Sustainable, Meaningful Book Business From the Ground Up

A People’s Guide to Publishing: Building a Successful, Sustainable, Meaningful Book Business From the Ground Up by Joe Biel ain’t your typical “how-to” book—it’s more like a damn blueprint for anyone who’s ready to dive headfirst into the publishing world. Doesn’t matter if you’re a writer, self-publisher, or a crazy genius dreaming of your own small press, this book’s got you covered. Joe Biel? The guy’s been running Microcosm Publishing for decades, so yeah, he knows his way around the game. And he’s ready to spill every single secret, down to the bones, on how to run a publishing operation—from the art of making a book that kicks ass to the nitty-gritty business side that keeps the lights on.

Now, let’s break this down. Biel lays out the book like a damn roadmap. You don’t just get a random splattering of advice; nope, he walks you through the entire life cycle of a small press or self-published book. Starts with the basics—idea, research, goal-setting. You get chapters like “What a Publisher Does” and “Title Development: How to Make Books that People Will Find & Relate to.” What he’s really doing here is flipping the switch, making sure you’ve got the mindset of a publisher before you even think about slapping a book on a shelf. And one thing Biel hammers home—if you don’t give a damn about what you’re putting out there, you’re already screwed. Passion, baby. It’s gotta be in your DNA if you wanna make it.

But here’s the kicker: even if you’re just a lone wolf self-publisher, Biel’s got your back. He breaks it down real simple—self-publishers? Yeah, you’re basically a small press of one. You’re the CEO, the janitor, and the editor-in-chief all rolled into one. This book? It gives you the ammo you need to think like a publisher, pitch like a pro, and make sure your stuff stands toe-to-toe with the big dogs in the bookstores. He’s throwing you the playbook, and it’s up to you to run with it.

And, oh man, the stories! Biel doesn’t just rattle off a bunch of dry info. He weaves in tales from his own time at Microcosm and drops stories from other indie publishers that keep things interesting. He’s talking about everything—from the type of printing you need (digital vs. offset, in case you were wondering) to the power of marketing and publicity. And it’s all done in a way that even if you’ve never touched a printing press in your life, you’re gonna walk away knowing what DPI means and why it matters when you’re putting together that killer black-and-white artwork.

Money? Yeah, Biel goes there too. Dude doesn’t sugarcoat it: publishing ain’t a get-rich-quick scheme. Even the best in the game, the top indie publishers, are scraping by with 10% profit margins if they’re lucky. And that’s if they play their cards right. Biel’s advice? Be smart, be strategic, and keep your eyes on the prize. He gives you the rundown on cash flow, printing costs, and how to navigate the distribution maze without going bankrupt. No fluff, just facts.

But what makes this guide pop off the page is the workbook-style vibe. Biel’s not just spoon-feeding you info, he’s making you work for it. You’ve got exercises, you’ve got visioning, and you’ve got advice that’s not just theoretical—it’s actionable. You wanna know how to pick a printer? He’s got you covered. You’re confused about how to market? Here’s the playbook. This guy is from the DIY punk scene, so don’t expect any corporate bullshit. He’s all about making things happen on your own terms, much like those DIY punk labels that did their own thing outside the system.

Things get real detailed when he dives into the production side of publishing. You learn what kind of printers to use, the difference between various printing technologies, and why book quality can make or break your operation. Oh, and you better believe Biel’s schooling you on layout and design, all in plain English. No jargon-heavy mumbo jumbo here.

Now, let’s talk marketing—everyone’s least favorite part, right? Well, Biel doesn’t sugarcoat it. Marketing’s a grind, but it’s essential. He’s all about the long game. Social media, book tours, word of mouth—you name it. The man’s got anecdotes for days, like how Chicken Soup for the Soul was rejected 133 times before it became a juggernaut. It’s not gonna be easy, but Biel gives you the tools to push through the grind.

And for you aspiring publishers, his chapters on contracts and negotiations? Pure gold. He breaks down how to deal with agents, what to look out for in a deal, and why relationships in the industry matter as much as the books themselves. Respect, integrity, professionalism—that’s the secret sauce.

By the time you get to the later chapters, you’re not just reading about publishing. You’re in it. Biel talks about managing employees, organizing book tours, launching a publicity blitz, and more. There’s no hand-holding, but there’s plenty of guidance. He’s been there, done that, and he wants you to succeed too.

Finally, he closes with the big picture—finances. It’s advanced stuff, but worth diving into. Biel emphasizes learning from others, building relationships, and always thinking long-term. He’s big on mentorship—learn from the greats, avoid the mistakes they made, and keep your passion alive.

Now, the book isn’t perfect. Biel’s got a bit of a beef with indie authors using print-on-demand services like Amazon and Ingram. He thinks they’re glorified vanity presses, and while he’s got a point, not everyone’s gonna agree. Also, no index? Come on, Joe. That would’ve made life a lot easier for all of us flipping through looking for key sections. But hey, the content more than makes up for it.

Bottom line? A People’s Guide to Publishing is your no-nonsense, no-bullshit roadmap to understanding the publishing industry. Whether you’re dreaming of starting a small press, thinking about self-publishing, or just trying to figure out how the hell this whole industry works, Biel’s got your back. This book’s not just gonna show you the way—it’s gonna light a fire under you to make your publishing dreams a reality.