Meet the PUB501 Summer Sessions Presenters

PubWest PUB501 Summer Sessions logo 72dpi 400phThe book publishing industry offers few affordable ways for professionals to acquire new skills: on the job, from a mentor, and PubWest.

Now PubWest is proud to offer PUB501 Summer Sessions, a new professional development mini-Conference for staff with 1-5 years of publishing experience. PUB501 alum will conclude the Summer Sessions more knowledgeable and more valuable to their publisher employers, returning to the office with specific new skills and techniques they can apply every day to make and sell better books.

Here is more information about the PUB501 Presenters for Denver:



A panel of publishing professionals will provide overviews of their areas of expertise, giving you the chance to learn how processes and protocols intersect, and how they may differ from house to house. Each presentation will be followed by Q&A. Subjects covered include:

Acquisitions: contracts and royalties, working with authors and agents, foreign rights, developmental editing, production scheduling
Presented by: Sarah Stanton

Production/Design: processes for copyediting, proofreading, design and layout for print and ebooks, print buying, images and content management
Presented by: Brenda Hadenfeldt, Haley Berry

Sales/Marketing: presales, metadata, sales collateral for trade shows and conferences, tipsheets, Edelweiss, advertising and publicity, including social media and author events
Presented by: Steve Koenig

Finance/Administration: profit/loss statements, HR and staffing issues, remainders, trademark and copyrights, vendor relations
Presented by: Bryce Mortimer, Lyle Mortimer

Lunch Session: So How Does It All Work, Anyway?
A Printer Tour Hosted by Dave Raymond


Acquisitions: Decisions, Decisions, Decisions
How do publishers make the right choices, at least most of the time? Or do they? What factors should you consider in contracting a book? This panel will review real-life case studies of titles that have succeeded, and titles that have failed. You’ll learn that even the words “success” and “failure” vary from book to book, and that one set of parameters doesn’t necessarily apply for all the titles in one list. Then, the class will decide on whether to acquire book titles presented by the panel by considering production costs, author remuneration, market interest, subrights, and more. Presented by: Rick Rinehart, Connie Shaw

Design/Production: Looking Good
Design and editorial staff attending this session will be required to bring a project they’ve completed or one that is in progress for discussion by the group. All areas of each project can be considered, including working with authors and art directors, subjective editorial decisions, challenges with designs, editor/designer workflow, and project file management. Led by a two-person panel—a designer and an editor—the entire process of creating a book is up for investigation. Presented by: Michael Greer, Rebekah Finkel

Sales/Marketing: Content Marketing: Book Publishing and a Coherent Approach to Social Media
Random tweeting doesn’t sell books. During this intensive, you will learn how to design and implement a coherent content marketing campaign that coordinates social media, increases web traffic, and boosts sales. Exploring real-life campaigns, traffic, and sales data, you will connect GoDaddy, Google Keyword Tool, WordPress, Facebook, Twitter, YouTube, Google Analytics, WordPress Statistics, Nielsen BookScan, and e-book sales to develop a social media campaign and measure its performance. You’ll leave the session with the tools and a plan to improve on random tweeting. Presented by: Dave Trendler

Make-A-Book: Ready to produce a book from start to finish? Now’s your chance. The class will be divided into small “publishing companies,” each of which will tackle the same timeline of tasks, from author proposal, through contracting, production, marketing, sales, and subrights. Bring your laptop: materials will be supplied on flash drives. PubWest staff will mentor each group, and at the close of the session, we’ll assess each company’s confidence in producing a successful title. Presented by: Connie Shaw, Kalen Landow, Kent Watson
Sarah Stanton is Senior Acquisitions Editor at Rowman & Littlefield. A graduate of Swarthmore College and the Denver Publishing Institute, Sarah has lived in cities from Beijing to Boulder.

Haley Berry is a graduate of Concordia College in Moorhead, Minnesota, and the Denver Publishing Institute. She has 10 years of publishing experience in various roles, mainly involving a combination of editing, project management, and print buying. Haley is currently a project editor at VeloPress in Boulder, Colorado.

Brenda Hadenfeldt is a freelance editor with twenty years of experience in book development, editing, and acquisitions, for works ranging from college textbooks to cowboy poetry. A former in-house acquisitions editor, she provides content development and strategy, as well as all levels of editing, for a wide variety of publishers. She has edited digital and print projects, user-tested and proofread apps, and worked on teams to simultaneously develop content, design, and interactive features for graphics-oriented textbooks. Brenda is based in Lafayette, Colorado.

Stephen Koenig is Vice President of eCommerce at HarperCollins Christian Publishing. He got his start in in the publishing business working in independent bookstores before stints as North American Sales Director for F+W Media and Senior Vice President & Publisher at Interweave. He lives in Fort Collins, Colorado with his wife, three sons, and their books.

Dave Raymond has been in book manufacturing since 1972. He has 20 years of experience working on the production side of things and 22 years of experience working on the customer service and sales side of book manufacturing. Dave is currently the regional sales manager at Thomson-Shore where he has been an employee-owner since 1995. He has been on many book industry panels on both the production side and the sales side of the business.

Connie Shaw is the publisher at Sentient Publications in Boulder, Colorado, which focuses on books with fresh perspectives on holistic health, transformative spirituality, alternative education, and ecology. She is also co-author of The Tao of Walt Whitman, and a former PubWest board member. Prior to founding Sentient, she produced publications for hi-tech companies. She is currently embarking on a new venture, an online magazine:

Frederick R. (“Rick”) Rinehart currently manages the various trade imprints of the Rowman and Littlefield Publishing Group: Taylor Trade Publishing, Gulf Publishing, M. Evans Publishers, Cooper Square Press, Derrydale Press, Diamond Communications, Republic of Texas Press, and Roberts Rinehart Publishers. In addition to supervising field editors, he is responsible for the trade division’s budget and overall publishing program, and helps coordinate sales and marketing through its sister company, National Book Network. He also acquires over 50 titles a year in the categories of natural history, history, travel, photography, memoir, business, gardening, and sports.

Michael Greer is a senior development editor at Pearson and an instructor in the Department of Rhetoric and Writing at the University of Arkansas, Little Rock. In his 20 years in educational publishing, Michael has worked in just about every editorial role available: production, acquisitions, and development. At UALR, Michael teaches online courses in the graduate program in professional and technical writing, including Publishing Inside Out, a course that takes students through the publishing process from beginning to end. In August 2014, he’ll launch a new course, The Technology of the Book: Past, Present, and Future.

Rebecca Finkel graduated from Carnegie Mellon University with a BFA in graphic design and started her career in design studios and publishing houses of New York. Creating her own studio, F + P Graphic Design, she moved to Colorado to set up shop. Rebecca has been recognized nationally and regionally for award-winning design projects. She regularly lectures at University Denver Publishing Institute. She lives with her husband in Fort Collins, Colorado with their two daughters.

Kent Watson just celebrated his 22nd year in publishing. He has worked for such notable companies as the Tattered Cover Bookstore, Ingram Periodicals, Houghton Mifflin, and Timber Press. He is currently the executive director of PubWest, an adjunct professor at Portland State University teaching the Business of Book Publishing, and a book marketing consultant.

Registration is now open for the PUB501 Summer Sessions!

  • Registration for PubWest members is $155, non-members $195.
  • 50% of your PUB501 registration fee will be deducted from registration for the PubWest 2015 Conference in Pasadena, California February 5-7, 2015.
  • Non-member registration includes a free one-year Individual Membership for first-time members that grants access to member discounts and benefits, networking events, webinars, Booklores, and the member rate for the 2015 PubWest Conference.

Colorado PUB501
June 19-20
University of Denver


PubWest Pub501 Summer Sessions Flyer thumbnail Download a two-page PDF flyer that includes the PUB501 Summer Sessions programming schedule.