Publishing Industry Fundamentals:

How Books Reach Readers

Join publishing professor, literary agent, and industry leader Sara Wigal for a practical, engaging, and candid look at the business behind the books we love. Gain access to mentorship and free WriterFest attendance as a bonus for students who register for the full series of courses.

Have you ever wondered how books become bestsellers? What literary agents actually do? Why some books end up on bookstore shelves while others don't? Or how Amazon, libraries, and independent bookstores shape the publishing landscape?

Publishing Industry Fundamentals: How Books Reach Readers offers an insider's guide to the modern trade publishing industry. Whether you're an aspiring publishing professional, a career changer, an author, a book coach, or a freelancer who works with writers, this course will help you understand how books move from idea to marketplace—and the many players who influence their success along the way.

In these online sessions, you'll explore the essential components of today's publishing ecosystem, including literary agents, traditional publishing, hybrid and self-publishing models, bookstores, libraries, bestseller lists, and the ongoing impact of Amazon on the book business. You'll gain practical knowledge, industry vocabulary, and a clearer understanding of the career pathways and opportunities available throughout publishing.

This course is designed for:

  • Aspiring publishing professionals

  • Career changers interested in publishing

  • Authors seeking a deeper understanding of the industry

  • Book coaches, editors, and freelancers who work with writers directly and want to level-up their industry knowledge and network

  • Anyone curious about how books reach readers

Bonus Benefits for Course Series Completion

  • All graduates of the course series receive complimentary admission to WriterFest Nashville, providing additional opportunities to learn from publishing professionals, connect with industry leaders, and expand their professional network. Must attend 6 out of 7 available courses.

  • All graduates are paired with an industry mentor and guaranteed 2 sessions with this person (online or face-to-face) to discuss goals. Must attend 6 out of 7 available courses to get your match.

  • Continued exclusive mentorship from Your Publishing Professor, Sara Wigal

  • This course series is the first in a planned sequence, so stay tuned for future offerings and professional certifications.

Publishing Industry Fundamentals:

How Books Reach Readers

Wednesday nights this Fall 2026 — September 9 – October 28, 6:00–8:15 p.m. Central Time

6 live online courses over 7 Wednesday nights within 8 weeks, 1 Asynchronous course offered in addition to the live sessions.

Register

What You'll Learn

By the end of this series of seven online courses, you'll understand how books move from manuscript to marketplace—and the many people, decisions, and business relationships that shape their success.

What will this series consist of, practically speaking?

  • 7 live online meetings for the 6 courses that include a combination of lecture, reading discussion, Q&A, workshop and guest lectures from industry experts

    • Sign up for the full series, or, choose individual topical courses tailored to your interests and busy schedule*

  • Curated readings and assignments designed specifically for busy adult learners, with an emphasis on practical application rather than busywork

  • Small-group discussions and networking opportunities with fellow students from across the publishing ecosystem

  • For full series students: Two or more mentor meetings with publishing professionals for personalized guidance and career development

  • For full series students: An optional included culminating in-person experience at WriterFest Nashville (November 20–21, 2026), where students can connect with authors, agents, editors, and other industry leaders in a two day celebration of the writers of book, song and screen

  • There is one online asynchronous course so even if you can’t attend live class you can still take at least one course with Your Publishing Professor!

*please note some courses may require completion of a prerequisite course, and this is clearly earmarked below

Single-Session Course- Live Online

September 9, 2026, 6-8:15 pm central

and re-offered in October, date TBD

Your Publishing Professor is happy to demystify and help you gain the broader context for how the greater industry functions and the history that will help you lock your new knowledge into place to prepare for your publishing future. On day 1 you’’ll learn:

  • The lifecycle of a manuscript

  • The major publishing models

  • Jargon and vocabulary

  • Overview of US publishing history

  • What industry trades and reviews are and why they matter

  • Case studies

Two-Session Course- Live Online

September 16, 2026, 6-8:15 pm central

Class 1 in a 2 class course

How do literary agents work with authors and publishers, and how do traditional book deals get made? What is the day in the life of an agent and how do royalties get paid? We’ll look into all this and more in our agents overview. Learn:

  • The process for securing traditional literary agent representation

  • The financials of agenting

  • What markets are selling

  • How to pitch manuscripts to editors

  • Agent Q &A in second hour of class

Two-Session Course- Live Online

September 23, 2026, 6-8:15 pm central

Class 2 in a 2 class course

Our exploration of literary agents and publishing deals continues. Learn:

  • Contract negotiation

  • How to maximize subsidiary rights

  • Query letter examples and writing

  • Agent Q &A in second hour of class

Single-Session Course - Live Online

September 30, 2026, 6-8:15 pm central

In this session, we'll compare traditional, hybrid, and self-publishing models, unpack the promises and drawbacks of each, and study author models that indicate which publishing style aligns best depending on the authors’ goals. Learn:

  • The differences between traditional, hybrid, and self-publishing models

  • How publishing costs, advances, and royalties work across these models

  • Who owns and controls publishing rights

  • The opportunities and limitations of each publishing path

  • How to evaluate publishing service providers and hybrid publishers

  • Common publishing scams and industry red flags

  • The key questions every author should ask before signing a contract or writing a check

  • "During my time at Belmont University, Sara Wigal provided the foundational industry knowledge and mentorship that launched my career in publishing. She has a remarkable gift for cultivating talent; she mentored not only me but also colleagues who are vital to our publishing process. Sara is dedicated to developing the next generation of industry professionals—and she does it exceptionally well."

    —Kayleigh Cook, Director of Production, Ballast Books and Blue Balloon Books

  • “The students I've met in Sara Wigal's publishing program are exceptional. Under Sara's careful guidance, they learn both the big picture of the book business and the granular details that help young professionals stand out early in their careers. I had never hosted an intern before working with one of Sara's students—and the experience was so positive that I found myself wondering why I'd waited so long. Sara supports genuine intellectual curiosity with rigorous classroom standards, and the result is a generation of young professionals who are truly ready to contribute from day one. Her network of industry connections gives these students something rare: ongoing mentorship and real-life opportunities that set them up for lasting publishing careers.”

    — Karen Anderson, Associate Publisher and Strategic Book Coach, Wall Street Journal & USA Today Bestselling Author

  • “Sara Wigal is a dedicated educator and advocate for aspiring publishing professionals. She consistently connects students with industry opportunities and helps them develop the skills and professionalism needed to succeed. At Sourcebooks, we've hired one of her students and have been impressed by how well-prepared they were to contribute from day one. Her commitment to supporting students and strengthening connections between academia and the publishing industry is invaluable.”

    —Gigi Curran, Associate Director, Talent Acquisition, Sourcebooks

  • “Sara Wigal is like the Mayor of Literary Nashville. She's my first call when we need referrals for interns, when someone needs work in the publishing scene, or I'm trying to get connected to this specific person, do you happen to know anyone who knows them— oh wait, she's already dropped their contact in my inbox. I've personally hired two of her grads, and they are sharp, curious, creative thinkers, widely-read and adaptive, and I know those skills were nurtured in her program. It's a joy to attend her class, it's a joy to be part of the WriterFest community, and it's a joy to know Sara Wigal.”

    — Rachel S, Marketing Director, HarperCollins Christian Publishing

  • “Over the past several years, I've had the opportunity to work with multiple interns who studied under Sara Wigal, and I've been consistently impressed by the preparation they bring to the experience. They arrive curious, eager to learn, and excited about the publishing industry, with a solid foundation that allows them to contribute meaningfully from the start. Just as notably, they speak highly of Sara's mentorship and the support she provides as they prepare for professional careers in publishing.”

    —Tim Cobb, Senior Production Manager, Ministry Resources, Abingdon Press | The United Methodist Publishing House

Single-Session Course - Asynchronous delivery

This course will become available in September!

We’ll take a break from live class now that we are halfway through, but you’ll still have content to go through on your own time this week. Through an interactive video course, Your Publishing Professor will guide you through the twists and turns of how best sellers are born. Learn:

  • How books become best sellers

  • The true value of a best seller designation

  • Legitimate strategies to support books’ success (bestseller or not!)

  • What publisher promises authors should see as red flags

  • Case studies

Single-Session Course - Live Online

October 14, 2026, 6-8:15 pm central

It always seems that people forget that libraries are a vital part of the trade publishing economy. Well, not today! Learn:

  • How libraries and distribution channels evaluate and access books

  • How to best position a book for library collections

  • How to market to libraries

  • How book banning and censorship impact public and school libraries

  • Librarian Q &A in second hour of class

Single-Session Course - Live Online

October 21, 2026, 6-8:15 pm central

Amazon is an important and controversial agent within the publishing universe. Learn:

  • The history of Amazon’s relationship to book publishing and the contemporary controversies related to their marketplace dominance

  • How Amazon transformed book discovery, purchasing, and reader behavior

  • Amazon's influence on publishers, literary agents, authors, and bookstores

  • How retailers work with—and sometimes compete against—Amazon

  • The rise of Kindle, ebooks, and print-on-demand publishing

  • Amazon's role in self-publishing through KDP

  • How Amazon's algorithms influence book visibility and sales

  • What authors and publishing professionals need to understand about Amazon today

Single-Session Course - Live Online

October 28, 2026, 6-8:15 pm central

Nationwide retailers and independent bookstores both have a place in the important sales process for trade books. Learn:

  • How bookstores evaluate, order, merchandise, and recommend books

  • What publishing sales representatives do and how they influence purchasing decisions

  • The role of wholesalers, distributors, and sales channels in getting books to market

  • Why some books make it onto bookstore shelves while others do not

  • How authors using any publishing model can build productive relationships with booksellers

  • Best practices for planning, promoting, and executing successful bookstore events

  • Common mistakes authors make when approaching bookstores—and how to avoid them

  • How bookstores contribute to book discovery, word-of-mouth marketing, and bestseller momentum

Ready to enroll in a course or the course series?

Register (a new tab will open)

Meet Your Guest Lecturers 

(check back soon for more!)

Pat Bashir, Manager, Children’s Services, Main Library, Nashville Public Library

Mary Elizabeth Colton, Literary Agent, Ami McConnell Literary Agency

Andrea Fleck-Nisbet, Chief Executive Officer, Independent Book Publishers Association (IBPA)

Dorena Williamson, 10x Children’s Book Author, and, Literary Agent, Ami McConnell Literary Agency

Danielle Marshall, Literary Agent, Jane Rotrosen Agency

Meet Your Mentors

(check back for more updates soon)

Kathryn Duke, Editor at Nelson Books (HarperCollins Christian Publishing)