Last month was very busy for me, culminating in the Indexing Society of Canada’s virtual conference, where I co-presented with Enid Zafran on the current state and future of embedded indexing. I may write more later about embedded indexing, but in the meantime, our findings reminded me of how segmented publishing is.

Publishing houses range from small regional or literary presses that only publish ten or twenty books per year to the giant behemoths, such as HarperCollins or Penguin Random House, with their dozens of imprints. Or, from a small university press that specializes in a handful of subjects and, again, maybe only publishes ten books per year, to the massive scholarly presses like Oxford UP or Palgrave MacMillan. There is also now the distinction between traditional publishers, who buy book rights, and hybrid publishers, who give authors both more responsibility and more control. Self-publishing is also an increasingly viable option.

Some publishers manage production in-house and want to be in direct communication with their freelancers while other publishers prefer to make indexing the author’s responsibility and/or work through third-party production companies. Some publishers prefer embedded indexes while others want a separate back-of-the-book index. Some publishers care about the quality of their books and are willing to pay their freelancers a fair price while other publishers only seem to care about volume and spending as little as they can. 

Then, of course, there are the countless subjects that books are published in. Some publishers are very specialized, while others—especially large publishers—publish across a wide range of subjects.

What this means for you, as a freelance indexer (or editor, or designer, or project manager), is that the type of work you get, the type of clients you work with, and possibly even your income, can vary considerably depending on how you position yourself within these submarkets. 

Do you want to exclusively write embedded indexes? You can do that, and probably receive more offers for work than you can accept. Do you want to specialize in science and engineering texts? You can do that too. Work only with authors? Or only with publishers? You can market yourself to get those results. 

Being a freelancer within an industry as vast as publishing is both an advantage and a challenge.

The advantage is that you can’t possibly work for everyone. This gives you the freedom to pick and choose. Be competitive by choosing a segment or two that is interesting to you and that other indexers are maybe less active in. Only market towards the clients you want to work with and ignore the rest. Find a way to differentiate yourself.

The challenge is that it can be difficult to break into a niche. It takes time to build a reputation and for your name to be passed around word-of-mouth. It can be difficult to identity and contact the gatekeepers who hire or refer freelancers. I am currently trying to shift towards indexing more Asian studies and religious studies books, and even I am finding that to be a slow process. It can also be a challenge to know which niches to pursue.

But even if you experiment with a few niches to see which sticks (which is certainly fair to do as you get started), I still encourage you to try and narrow your focus. It is easier to build expertise in a subset of subjects or with a subset of clients than to be an expert at everything. And while it takes time to break in, once established I think you will find that you have more than enough work.

As you think about which niches to pursue and how to differentiate yourself, consider some of these questions:

• What subjects do you enjoy? What subjects do you already have some expertise in?
• Do you have a preference for trade books or scholarly books? What about other areas, such as journals, databases, and websites?
• Do you enjoy embedded indexing? Are you willing to learn?
• Do you prefer working with authors or publishers?
• How much do you want to earn? Which clients are more likely to pay what you want?
• How many projects do you want per month or per year?

Many indexers, including myself, work within a few niches. Having variety is both an insurance policy against one niche or client disappearing, and switching back and forth between different subjects or types of projects can also be more enjoyable. But I think most long-time indexers would also agree that they don’t try to serve everyone. That is simply too much to ask for one person.

Have a focus, or two or three. Become a recognized expert in those areas. That will serve you better in the long run. To be different is to be competitive.