Publishing has never been more accessible. And somehow it’s never been easier to publish the wrong book.

In this conversation on the Author’s Edge podcast, Allison Lane sits down with Trena White, CEO of boutique hybrid publisher, Page Two. We explain the three publishing paths - traditional vs self vs hybrid publishing, how “hybrid” varies widely, and what boutique hybrid publishing means. Plus, how to choose the path that matches your goals, your timeline, and your definition of success.

Page Two positions itself as a top-tier boutique hybrid with experienced publishing teams, award-winning design and editing, and strong retail distribution (including airport stores, Barnes & Noble, and independents).

In this episode, Allison and Trena cover:

• [00:02:32] How traditional publishing really works, including agents and proposals
• [00:03:16] What self publishing demands from you as the project manager
• [00:03:50] What hybrid publishing can provide, and what varies wildly by company
• [00:09:37] Why marketing is not a launch checklist, it starts with the idea
• [00:08:28] How to define success metrics before you choose a path
• [00:14:21] Why shorter, tighter nonfiction is winning right now
• [00:35:27] What stops working fast, including nonstop book posting on social
• [00:37:47] Why email lists beat algorithms for real book sales
• [00:19:52] How to think about B2B vs B2C book strategy for speaking and consulting
• [00:22:04] Why waiting until retirement can make your book harder to sell
  
  

Resources mentioned:

• Go and read this: Write a Must-Read: Craft a Book That Changes Lives—Including Your Own by AJ Harper: https://bookshop.org/a/55773/9781774585788
• IBPA Hybrid Publisher Criteria: https://www.ibpa-online.org/general/custom.asp?page=hybridpublisher
• Page Two Publishing: https://pagetwo.com/
• Connect with Allison Lane on LinkedIn: Allison Lane Lit: https://www.linkedin.com/in/allisonlanelit/
• Connect with Trena White: https://www.linkedin.com/in/trenawhite/

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