Publishing Terminology 

Publishing is filled with terms that can feel overwhelming at first. This glossary explains them clearly so you understand not only what they mean, but also how they apply to your publishing journey with Dean Publishing.

Publishing Models

• Traditional Publishing – Mainstream publishers who manage the entire process (editing, design, printing, distribution). Usually requires a literary agent and long approval timelines. Authors have limited creative control and receive small royalties.
• Self-Publishing – The author manages and funds every stage independently. Provides full control and royalties, but with limited distribution, credibility and professional support and quality.
• Dean Publishing Model (Supported Self-Publishing) – A unique approach: your book, your voice, with our expertise, professional standards, accountability and business integration.

At Dean Publishing, we combine the best of both worlds. We have the quality and distribution of traditional publishing with the creative control, copyright ownership, and perks of self-publishing. This unique approach takes the stress out of the process while ensuring you create a high-quality book you can be proud of.

As your trusted book and business advisors, we guide you through every step, from idea development to distribution and marketing. Our flexible support adapts to your budget, time and expertise – whether you want full guidance and done-for-you service, prefer a hands-on role, or opt for a supported publishing option where you can do a lot of it yourself. What is important to know is that writing is only approximately 10 per cent of the process – there is so much more to crafting a professional book that serves you well into the future.

People & Roles

• The Author – You.
• Author Coach – Guides you through concept, structure and manuscript development, offering feedback, mentoring and industry tips.
• Ghostwriter – Writes in your voice using interviews, recordings or written material to create or enhance your manuscript.
• Editor – A professional who improves your manuscript at different levels (structural, substantive, copyedit, proofreading).

Writing & Editing Stages

• Manuscript – The author’s draft before professional editing and formatting.
• Structural Edit – The “big picture” edit. Reviews overall structure, flow and content gaps; may involve adding, removing or reorganising sections.
• Substantive Edit – A deeper review focused on clarity, readability, tone and style. This is where major refinements happen.
• Copyedit – Corrects grammar, punctuation, typos and style consistency. Limited preference changes are made at this stage.
• Proofreading – The final check for typos, layout errors, formatting issues (widows/orphans, page numbering, line breaks).
• Editing (General) – Encompasses all stages to ensure grammar, spelling, punctuation, and accuracy, including cross-checking references, names, and titles.

Design & Production

• Cover Design – Professionally created design for the front, spine and back of your book, aligned with your brand and market.
• Book Cover – With Dean Publishing, you have creative input alongside professional design guidance.
• Interior Formatting – Professional typesetting and layout to ensure readability, creativity and industry standards.
• Additional Products – Related offerings such as journals, workbooks, affirmation cards, audiobooks or retreats (e.g., for book trailer filming and professional author photos).

Professional Safeguards

• Plagiarism Check – Ensures originality and prevents copyright issues. May include AI-detection checks.
• Research – Fact-checking, cross-referencing, and verifying information to strengthen credibility.
• Copyright – Legal ownership of your intellectual property. With Dean Publishing, the author retains copyright.
• ISBN (International Standard Book Number) – A unique identifier for each book format (print, ebook, audiobook) required for cataloguing and sales.

Publishing & Distribution

• Distribution – Making your book available through print-on-demand (POD), online platforms, and/or physical bookstores. Self-publishing rarely achieves bookstore placement.
• Print-on-Demand (POD) – Books are printed only when ordered, reducing upfront costs and inventory.
• Print Run – A batch of books printed in bulk (common in traditional publishing).
• Wholesale Discount – The standard discount (40–55%) retailers receive when purchasing books to resell.
• Returnability – The option for bookstores to return unsold copies; common in traditional publishing.
• Author Copies – Discounted books purchased directly by the author for personal sales or events.
• Metadata – The behind-the-scenes information (title, subtitle, keywords, categories, description) that helps your book get discovered online.
• Cataloguing-in-Publication (CIP) – A record created by the national library to help libraries catalogue your book.
• Imprint – The publishing brand name under which a book is released. Dean Publishing operates under its own imprint while ensuring you retain ownership.
• Global Access – Ensures your book is available internationally, not just in one country.

Marketing & Sales

• Launch – The official release of your book, often tied to a marketing strategy or event.
• Pre-Sales / Pre-Orders – Sales made before launch to build momentum and signal demand.
• Frontlist – New or upcoming titles currently being promoted.
• Backlist – Older titles that continue to generate sales after the launch period.
• Promotion & Marketing – Activities that increase book visibility and sales, including templates, catalogues, training and marketing packs.
• Author Platform – Your combined reach (social media, email lists, speaking events, PR) used to promote your book.
• Blurb – The short, persuasive description found on your back cover and online sales pages.
• Endorsements – Quotes from experts, influencers, or other authors praising your book, often included on the cover or inside.
• Launch Team / Street Team – Supporters who help share and promote your book during launch.
• Royalty Earnings – The income you earn per sale. The amount depends on publishing model, distribution route and retailer.

Timelines & Support

• Timeline & Speed – The timeframe to write, produce and launch your book. Traditional publishers set deadlines, while Dean Publishing and self-publishing allow flexible, author-led timelines.
• Accountability & Deadlines – Structures that help you stay on track. Dean Publishing supports authors with guided deadlines and coaching.
• Education & Resources – Professional training inside our author resource hub for marketing, PR, sales, social media, AI, and business growth to support your book’s long-term success.

So now you know more about publishing, what will your next steps be?