The slush pile
The manuscript is added to the bottom of the slush pile. Our editorial staff systematically works their way through the pile from top to bottom.

The reader’s report
Once the manuscript reaches the top of the slush pile, one of our in-house readers will go through it. If they like it, they will forward it to the commissioning editor. If he feels the manuscript shows promise, he will read it himself or send it out to one of our professional readers if time is limited. The reader will then compile a report stating whether they feel the manuscript has publishing potential.

Concept meeting
If the reader gives positive feedback, the manuscript is discussed at the next concept meeting. This is where the editors, marketing team and sales force discuss books they feel might be suitable for publishing in the next cycle.

Various factors are taken into consideration. Current literature trends are analysed to see if the manuscript is a good fit. The sales team does a forecast to predict the performance of the book. Competing publishing houses are scrutinised to see if they are publishing anything similar.

The budget
The concept meeting is also the place where a budget is discussed. The publisher needs to consider if they can afford to publish the book. Books that are visual heavy are particularly expensive since they require full colour images that need to be printed on high quality paper.

If a manuscript survives all these stages, an acceptance letter is sent to the author.

What is the publishing process from editor to bookshelf?
After a manuscript is accepted for publication it goes through a second process to turn it into a book.

The schedule
The schedule contains important deadlines that indicate when certain stages of the publishing process should be completed. It could be a full year before a book appears on the shelves. In the case of full colour image books it could take longer.

The contract
A legal contract is drawn up and signed by all parties involved, including the author.

The editor
The manuscript now makes its way to an editor. This can be someone in-house at the company or it can be a freelance editor. The editor will work his/her way through it and point out sections that they feel need to be tweaked, cut or rewritten. The author will get a specific amount of time to rework the text before it has to be returned to the editor.

Once the editor is satisfied with the text he/she starts correcting errors. This might include brushing up the facts, grammar and spelling, as well as fixing any inconsistencies within the text.

The illustrator
If the book calls for illustrations, the commissioning editor will send a brief to an appropriate illustrator. The brief will include the text of the book as well as parameters such as how many illustrations, the space allocated to them and, in some cases, pointers as to what the characters should look like. The brief will also stipulate the style of the drawings and whether they are to be black and white or colour.

Marketing and sales
Sales and marketing of the work will usually begin while the book is in progress. Publicity may already be built around the launch of the book and the sales team will start introducing the book to distributors to create interest.

The book designer
Meanwhile, the book designer will start considering things like font, margin space and the overall look and feel of the book. He/she will also brief an artist to put together an illustration for the cover.

Type setting
As soon as the illustrations arrive and the text has gone through a final edit, the typesetters start laying out the book. Once this is done, First Proofs are sent to the editor who will check that everything is correctly placed.

The proofreaders
The book now makes its way to the proofreader who scrutinises the text, marking any errors. The typesetters then make the amendments and Second Proofs are sent to a different proofreader. The editor will also recheck the pages to ensure that all the mistakes from the First Proofs have been fixed and that no new errors have made their way into the book. The illustrator will check to see that all the colours are correct.

Off to the printer
Once the editor is satisfied that all mistakes have been corrected, he/she will sign off and the book is sent to print.

Into the bookstores
After printing, copies of the book are sent to the media for review. If a launch has been arranged it will be held at this point, along with possible media interviews. The distribution company will deliver copies to the bookstores and sales will start at retail outlets.

Notable successes
Avant Communication was the force behind the acclaimed book by Venu Rajamony, former Ambassador of India to the UAE. In this work titled “India and the UAE: In celebration of a legendary friendship”, Rajamony explores the ancient ties of these two countries through evocative narrative, rare photographs and detailed commentaries by members of the Ruler’s court, government, opinion leaders and business icons from both countries.

Avant Communication is also passionate about our on-going, in-house project, ‘The Inspiring Series’. This is a growing set of books that showcases awe-inspiring destinations across the globe. Titles in the series that are complete and available for retail are ‘Inspiring Dubai’, ‘Inspiring Himalaya’ and ‘Inspiring Qatar’. Next in line is ‘Inspiring Kerala.

A book showcasing the equestrian heritage of the Arab region is also in the pipeline.

A world of travel inspiration. Learn about your destination before you go.

The ‘Inspiring Series’ started out as a set of books showcasing destinations across the globe. Soon, it will be the read of choice for prospective travellers.

Inspiring Dubai

While Dubai has long been a top destination for tourists from around the globe, this desert city is still shrouded in mystery for many. ‘Inspiring Dubai’ opens up this exuberant city to the world. A masterpiece showcasing the exciting modern developments and the rich history of the region, the book is a spokesperson for one of the world’s most coveted holiday destinations.

A wealth of full colour images supported by insightful descriptions relays the intricacies of one of the Middle East’s most dynamic urban civilisations. Modern developments in architecture and infrastructure are juxtaposed against a rich history of tradition. The excitement and thrills of hotels and malls are in sharp contrast to the simple beauty of a humble people, their desert and the Arabian Sea.

Beyond mere education, this book aims at uplifting the destination it promotes. As a socially responsible company, Avant Communication has developed ‘Inspiring Dubai’ to encourage tourism to the Middle East’s number one city. We hope our strategy will help in delving money back into the local and regional economy, to promote the health and wellbeing of this place we so dearly love.

‘Inspiring Dubai’ is registered with the British Library.

Inspiring Qatar

Winning the bid to host the 2022 FIFA World Cup has firmly placed Qatar on the international stage. This new development in a country filled with surprises has turned Qatar into an overnight sensation, yet it has a long history. Once dependent on pearls and fish from the Arabian seas to provide sustenance for its people, Qatar has become one of the region’s wealthiest states. This absolute monarchy has the greatest per capita production and reserves of oil and natural gas in the world.

‘Inspiring Qatar’ is a pocket book that captures the essence of this intriguing nation’s transformation. From simple living that was dependent on the open waters of the oceans, to luxurious developments and fast-paced infrastructure developments that is propelling the country into the future, every detail is highlighted by rare full colour photographs and supporting text. As the world is becoming more focussed on Qatar in the run-up to the FIFA World Cup, ‘Inspiring Qatar’ offers a glimpse into this mostly unknown country, educating people about the incredible developments already undertaken by this formidable nation and why it is ready to host the biggest event on the international sports calendar.

‘Inspiring Qatar’ is registered with the British Library.

Inspiring Himalaya

For centuries the Himalaya mountain range has jealously guarded its natural beauty and preserved the rich traditions of its inhabitants. Home to the highest peaks in the world and some of the most unforgiving terrains on earth it is surprising to learn that these mountains harbour vibrant ecosystems of human and animal life.

‘Inspiring Himalaya’ explores the mysteries of this hidden world, revealing rarely seen landscapes and lesser-known tribes. Readers embark on a magical journey into a world where religion, tradition and a respect for nature are a way of life. Discover a world that surpasses imagination in this full colour tribute to one of earth’s last Edens.

‘Inspiring Himalaya’ is registered with the British Library.

Inspiring Kerala

Kerala in South India has long been known as “God’s Own Country”. You only have to look at a few pages of our ‘Inspiring Kerala’ book to understand why. Rich with culture and traditions, Kerala is a top tourist destination. In fact National Geographic’s Traveller magazine has named it one of the ‘Ten paradises of the world’ and one of the ’50 must-see destinations of a lifetime’. Travel and Leisure has also named it one of the ‘100 great trips for the 21st century’.

From the tree lined backwaters of Kochi, otherwise known as the Venice of the East, to the mountains, festivals and folk dances of the local population, ‘Inspiring Kerala’ brings the best aspects of this fascinating destination to the fore in a beautifully crafted keepsake. Page after page, readers are taken on a visual journey that is supported by easily digestible information. Anyone who has been to Kerala will find joy in reliving their memories when they explore the vibrant library of images contained within the book. But even if you’re simply an armchair traveller, this book will take you on a first-class journey to this magical destination.

‘Inspiring Kerala’ is registered with the British Library.