Interview with the publisher
Publisher Wolfgang Bader reveals how novum publishing helps new authors get their books into print, and why neither hybrid publishers nor first-time authors should be pigeonholed.
Mr Bader, you have been self-employed in the publishing industry since 1997. How did you get into the book industry?
Wolfgang Bader: I got into to the publishing industry via the technical sector. I have always been interested in book related layout and graphic processes. The entire process from the printing of the first letter up to the finished book is fascinating to me. I gained my first practical experience in the industry as a layout specialist in a well-known publishing house. The publishing portfolio included biographies of famous personalities such as Niki Lauda. My profession granted me unlimited access to compelling texts that I never tired of reading. Time and again I came across manuscripts worth reading by lesser-known writers that were rejected due to economic considerations. It saddened me to see how much potential was being wasted and how many exciting stories were thus withheld from the world. That finally prompted me to set up my own business in 1997, as a hybrid publisher for new authors.
How did you come up with the name novum publishing?
Wolfgang Bader: The Latin word novum stands for something unique and unprecedented, in short, something new. For me, the name novum incorporates a number of meanings in one word. On the one hand, it reflects our commitment to help new authors and poets publish their first book. On the other hand, the name symbolizes something that is inherent in every beginning – namely the chance that something great will come of it. In short, ‘Anything is possible!’
Finally, our innovative approach also matches our name. With us, authors only pay for services such as editing, layout, marketing and distribution. The costs for book printing, on the other hand, are borne by us. Incidentally, this also distinguishes us from traditional publishers.
Nevertheless, hybrid publishers come under criticism, especially in traditionally published author circles. Can you understand the concerns of writers?
Wolfgang Bader: I do understand how it is frustrating to be rejected by several publishers and thus need to take the initiative yourself. After all, you have invested a lot of work and created something that deserves recognition. What I can't understand however, is the outright rejection of the idea of paying a contribution toward costs out of bent pride, or worse, ridiculing it. Much like traditional publishers, we provide services and support authors in all their undertakings. We do not have any hidden costs, nor do we conceal anything. Besides, it is always easy to point the finger at others from a privileged position. Publishers should also lay their cards on the table. After all, some publications by popular publishers are actually bought and paid for. Unlike us, however, traditional publishers do not disclose this to the end consumer.
Would you advise authors to use self-publishing alternatives such as book-on-demand?
Wolfgang Bader: Printing books on demand and thus saving costs sounds like an attractive alternative at first. In my opinion, however, you should take a closer look and weigh up whether self-publishing is worthwhile in the end. One should not forget that in an age of complete information overload, even the best book will not succeed without any marketing activity. In addition to printing costs, there will also be additional costs for editing, graphics and distribution. There may also be longer than expected delivery times. The bottom line is that the cost far exceeds that of a hybrid publisher – and usually meets with only moderate success. I also believe that, as in any industry, publishing requires experience and expertise. Without the necessary know-how, one has to overcome greater hurdles than would be the case with professional support.
What advice can you give to an author who wants to be successful in the book market?
Wolfgang Bader: Whether it's about linguistics, story, editing or cover design – go for quality. Have confidence – confidence in your abilities and confidence in the market. The demand is there. Only reading behaviour has changed. With a team of experts at your side, there is no challenge too great to overcome.
In your opinion, what are the properties of a book with bestseller potential?
Wolfgang Bader: I think it is an interplay of several factors. On the one hand, it is the publisher's task to check the relevance of a manuscript. On the other hand, criteria beyond our control also determine the success or failure of a book. Sometimes it's the zeitgeist, sometimes it's coincidence. In the end, it is a formula of different variables: The right story, the right time, the right place – and the right publisher.
If novum Verlag had a favourite quote, what would it be?
Wolfgang Bader: ‘He who stops getting better stops being good’ – a philosophy that we also share with our team and that leads us resolutely into the future.
Finally, something personal – would you tell us the title of your favourite book?
Wolfgang Bader (laughing): With all the gifted authors and talent I am surrounded by every day, I could never pick a single favourite. But I'll gladly tell you my favourite genre – I have a particular passion for biographies. The life stories of people are always an exciting subject area for me. If, as a publisher, I may become a part of it, that is a very special gift for me.