**Update** 12/19/10

SPAN intended to have the PIP program up and running by the end of 2010, but as we evaluated its potential, based on the feedback from our community, we’ve decided there was a need to extend our deadline so as to give the program time to develop into its full potential.

In this update we are simply presenting an overview of what we are considering important for a future-PIP program. By no means is this a comprehensive outline of the program, this is simply the next step as we continue to refine the process.

Statement of Purpose: To make a certification program truly relevant it must be a legitimate program that opens doors for independent publishers. The price of participation will be based on the costs associated with running the program.

The program will have to have a method for measuring qualitative and quantitative characteristics of the publishing company as well as a process for allowing analysis of a physical copies of the publishers' books.

To help craft a certification program we will need feedback from the key players within the publishing industry. We would like to see a advisory board composed of big names within the industry as well as pragmatic voices from the small press community. The peer review board will be the key to creating legitimate value within the publishing industry for independent publishers and the industry as a whole.

If a certification program can differentiate between a mediocre product and a great product then the industry gatekeepers can use such a certification program to control the flow of independent books into their systems.

As we envision it, a successfully implemented certification program would allow the industry gatekeepers (Distributors, Buyers, Reviewers, etc.) to fast track PIP certified publishers and books, saving time and money by allowing the industry to use the PIP certification as a method for vetting the publishers and their books.

Published in the SPAN Connection, January 2010
by Scott Flora, SPAN Executive Director

The mission of SPAN, as a nonprofit trade association, has always to improve the success and image of authors and independent publishers through education, advocacy, and group buying discounts. In the coming year, we will create opportunities that will take your publishing to a new level.

Through the SPANnet Online Community and the new, improved Education Program, you can find cutting edge techniques of the digital world, secrets of distribution, and much more.

We will also begin a new initiative to improve the image and industry respect of independent publishers as a whole. SPAN will work, in 2010 and beyond, to create a program that will improve access to media and distribution channels for SPAN members.

We have all seen the problem. Small publishing companies struggle to get distribution or reviews.

This discrimination is not based on book or company quality, but on size. With so many books and so many companies, reviewers and distributers can easily say “no” to independent publishers, even before seeing the quality of their books. SPAN aims to level the playing field and create a means of demonstrating a publisher’s excellence to the industry.


The Vision

How will we accomplish this lofty vision? Our plan is to establish a certification program for independent publishing companies by the end of 2010. This program will give the SPAN seal of approval to companies that meet certain criteria. This certification, with a working name of Professional Independent Publisher (PIP), will indicate to the publishing industry that a specific company has attained a high level of proficiency.

We plan to set PIP companies apart from other publishers by establishing, measuring, and recognizing a high standard for competence. PIP certification will be earned through training, testing, and accomplishment.


Industry Benefits

Concurrently with creating certification, we will pursue industry benefits for PIP publishers. The value of the benefits will increase with the rise in the credibility of the PIP. When the industry grasps the importance of the program, the media and distribution chains will realize there are huge benefits in participating in the program. Thus, publishers with the PIP designation will gain better access to those channels. They’ll sell more books both because of this access and because they’ve learned to be better book producers and marketers.


Creating the Program

Over the next 12 months SPAN will create and implement the PIP program. Developing the program will include:

Assessment—We will evaluate independent publishers nationwide and determine the skill set necessary for success. We will develop the education program, online tests, and other criteria based on this assessment.

Testing and other Criteria— Online exams will test the applicants’ proficiency and understanding of intermediate level publishing and business concepts. Business proficiency will also be determined by specific criteria being met, such as publishing a completed title, having an active Web site, and using financial and publishing software.

Education Curriculum—Curriculum will cover the critical areas of small business operation and publishing including accounting, marketing, book production, digital products, and design.

Industry Benefits—Over the next year we will develop industry partners who will provide premium access, discounted prices, and other benefits to PIP publishers.

Program Management—An important component of certification is management of the program. Policies, tracking, testing procedures, communications, and Web content will all be created in the coming year.

Marketing—Finally, we will publicize the program to publishers and actively recruit participants. The rising spiral of value of the program to publishers will be driven by the benefits provided by the industry. These benefits and increased profits will only achieve real significance when a threshold number of publishers enroll and attain certification.

The creation of the Professional Independent Publisher certification program will be a large project for SPAN. We know the resources exist in the SPAN community and in the industry to make this happen.

A significant catalyst for the program’s development is the SPANnet Online Community. The total system and synergy created by SPANnet and the Education Program in the SPANpro members pages combine to make the time right to create the certification program now.

We will use the SPANnet Community and your input to cooperatively build this program. There will be plenty of opportunities to be part of this ground-breaking program.

Someday the question, “Do you have PIP Certification?” will be a common qualifier for publishers in the industry. Don’t be left out.