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[PAST EVENT] Book Design Panel (Morning & Afternoon Sessions)

February 7, 2015 @ 9:00 am - 4:00 pm

$15 – $105

They say you can’t judge a book by its cover – but we all DO.

Morning: Book Design Panel

Book Design Proposal by Juhan Sonin ( the first glance at the cover to the first flip through the pages, you want your book to grab your potential readers and turn them into customers. This presentation brings together experts to share invaluable information about how to succeed with this, and to answer your questions about design.

Join BAIPA as we delve into the extremely important world of the design of your book. Panelists include book design experts Joel Friedlander (, Jim Shubin, (, and David Kudler (


  • What elements make a book cover attract our target market?
  • What subliminal messages are we sending with the cover?
  • How does the internal layout and design impact the reader?
  • Should an author do a preliminary layout and design before hiring a designer?
  • What guidelines are there for determining how to include photos, illustrations, charts, tables, callouts, etc.?
  • At what point in the process of writing and publishing should an author seek out and hire a designer?
  • What criteria should be used to select a designer?
  • How does ebook design relate to print design?

Let’s get YOUR questions about book design answered so your book stands out in the crowded marketplace and your target markets become your customers.



Afternoon Workshop: Book Design for Authors/Publishers

Jim Shubin, the Book Alchemist, will lead a workshop looking at a wide spectrum of essential questions that independent publishers need to confront in approaching the design of their books.


  • Tips for Saving Time and Money on Book Design and Production
  • Decisions to make ahead of time
  • What to discuss with or send to the designer
  • Setting up your Word file for best results
  • Managing your photos
  • Proofing checklist


Joel Friedlander

Joel Friedlander

Joel Friedlander (@JFBookman) is an award-winning book designer, a blogger, the author of  A Self-Publisher’s Companion: Expert Advice for Authors Who Want to Publish and the recently published  The Self-Publisher’s Ultimate Resource Guide. He’s been launching the careers of self-publishers since 1994 and writes, a popular blog on book design, book marketing and the future of the book. Joel is also the founder of the online training course,  The Self-Publishing Roadmap.

Jim Shubin

Jim Shubin

Jim Shubin—also known as the Book Alchemist—is an award-winning book designer and publisher. In a previous life he was an Art Director and Creative Director at some of San Francisco’s hottest agencies and in Melbourne, Australia. He has also taught college-level design, typography, and photography in California and Australia. [email protected]

David Kudler

David Kudler

David Kudler serves as publisher for Stillpoint Digital Press. Since 1999, he has overseen the publications program of Joseph Campbell Foundation, for which he has edited three posthumous volumes of Campbell’s previously unpublished work (Pathways to Bliss, Myths of Light and Sake & Satori) and has managed the publication of over eighty print, ebook, print, audio, and video titles, including the third edition of the seminal Hero with a Thousand Faces. He is honored to serve as the vice-president for the Bay Area Independent Publisher’s Association (BAIPA).

Becky Parker Geist

Becky Parker Geist
BAIPA President

Moderator: Becky Parker Geist (BAIPA President) is a voiceover professional, owner of Pro Audio Voices, and CEO of DoodleeBooks LLC. Pro Audio Voices serves clients internationally, and is the go-to place for exceptional voiceover services for audiobooks, animation, and advertising, with an emphasis on materials with uplifting and inspiring stories and messages.  Pro Audio Voices provides an easy and accessible path for authors and publishers new to audio production.

Image: Design book proposal by Juhan Sonin ( Used through a Creative Commons license.


February 7, 2015
9:00 am - 4:00 pm
$15 – $105


BAIPA Program Committee


The Key Room
1385 North Hamilton Parkway
Novato, CA 94949 United States
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