Matching Your Manuscript to Publisher and Editor

It can be maddening matching your manuscript to the right publisher, and even harder to the right editor. I encountered this again while deciding between two picture books to send a particular publisher, a normally closed house, but one where I managed to meet the editor at a conference.

That doesn't solve my dilemma. This house publishes a lot of easy readers, focusing largely on books for boys. Check. I can do that. But they also love dialogue-friendly stories, and only one of my two choices falls into that category, and it's not, by definition, and easy reader. None of the usual repetitive phrases that drive home a point and teach word structure and usage. I could be splitting the difference here, but, as always, I want to get this choice right.

It may come down to a gut choice, or even, as sometimes happens, the one with the best pitch – in this case, the story told entirely in dialogue and illustrations. Unfortunately, the other one is probably a better piece. Ahh, the dilemma!*

In the meantime, while I pore over details a five year old won't use to decide his favorite story (but that are still very important to make everything just right), here's a list of considerations when picking a publisher or editor to pitch.

Submitting to a Publisher

1. Do they publish authors you like? Probably the most common trick, but one often overlooked. Find out who publishes your favorite author.
2. Are there similarities between your work and theirs? Just because they publish your favorite author, do they publish work like yours? That is, is your work really similar to your favorite authors’? I love Faulkner, but I don’t write what he wrote. Find work similar in theme, style, voice, etc., and approach those publishers.
3. What to they publish most? A big house may publish everything, a small house a select line. Just because they publish everything from board books to young adult doesn’t mean they don’t have a preference.
4. Books for Boys or Girls? Are there more boy books or girl books? Most houses publish some of both and certain books can be for either, but is there more of one than the other?
5. Age range? Sure picture books are for younger children than middle grade and so on, but even those genres are divided into ever-increasing niche markets. Is your middle grade for 8-12 year olds or 10-14 year olds? Is your YA for 13-16 or 15-18, and so on. Even picture books can 2-6 or 4-8. Marketing has been doing this for years; publishing has caught up.
6. Voice? Are most stories first person or third? Dialogue or text heavy? Present tense or past? Male or female narrator? Clipped sentences or lengthy literature? Try to match up wherever you can. Don't change your style to match theirs. After all, you need an original voice or you'll never get published. You just want to be close to a given house's history

And with that said, stick to what they've published in the past few years. Publishing, like the digital world, is getting a shorter history. Two years can be out of date.

Submitting to an Editor

Once you have a publisher or two picked out, you'll need to submit to a particular editor. Sending it to Dear Editor is a sure trip to the bottom of the slush pile. The very bottom. Of course, particular editors have particular tastes. Agents know these and follow these, but like researching a publisher, you have to rely on old-fashioned leg work (and by old-fashioned I mean the Internet). Find interviews with them, blogs they write, tweets they send, podcasts they've joined, and most importantly, conferences. Some editors are virtually anonymous on the web, but most do conferences and they come with one important answer:

“So what are you looking for?”

They hear it a hundred times. They have an answer prepared. When you approach them, be prepared, too. Explain why you think your work is right for them. Do your homework!

And good luck.

*Briefly discussed in my post Balzer and Bray on the Brain