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T Quick & Easy ’
Guide to
ISBNs and
Barcodes
What you need to know
to get and use ISBNs and
Barcodes on your selfpublished book
Joel Friedlander
www.TheBookDesigner.com
Much of the content in this report was originally developed on my blog:
http://www.TheBookDesigner.com
By subscribing to the blog, you will receive articles like this in your email inbox,
automatically. And if you visit the blog, you can participate in the ongoing
conversation there about book design, self-publishing and the indie publishing
life.
At Marin Bookworks I design and produce books for publishers and authors
who decide to publish. To find out more about these services, contact me at:
[email protected]
The Self-Publisher’s
Quick & Easy Guide
to ISBNs and Barcodes
by Joel Friedlander
© 2010 Joel Friedlander. All Rights Reserved.
Permissions: [email protected]
You may not edit, resell, distribute or claim ownership
or authorship of this guide.
Disclaimer: The information contained in this report represents the views of the author at time
of publication. Every attempt has been made to substantiate the information in this report.
However, the author makes no warranty about the accuracy of the information contained
in the report, and accepts no responsibility for errors or exclusions that may be contained
within. It is recommended that the reader determine whether this information is applicable
to their own situation and to what, if any, use the information in this report should be put.
© 2010 Joel Friedlander • www.TheBookDesigner.com • All Rights Reserved • Page: 2
Contents
ISBN 101 For Self-Publishers
4
How to Read an ISBN
9
How to Buy ISBNs
12
Answers to 20 of your ISBN Questions
13
Deciphering the Bookland EAN Bar Code
17
How to Buy & Use Barcodes
19
ISBN and Barcode Resources
20
© 2010 Joel Friedlander • www.TheBookDesigner.com • All Rights Reserved • Page: 3
ISBN 101 For Self-Publishers
One of the parts of book publishing that seems to confound newcomers to
the field is the purpose and use of the International Standard Book Number
(ISBN). Usually the ISBN appears to be the same thing as the ubiquitous
Bookland EAN scannable barcode that graces the back covers of almost all
books printed today.
Not only that, but since the rise of companies that perform publishing services
for authors, there has been even more confusion about whether you need to
own your own ISBN, whether free ISBNs from these companies are “just as
good” as getting your own ISBN, and if it’s a good idea to buy ISBNs from resellers who offer lower prices for a single number.
Let’s review the basics of this unique identifier and explain what is so
important about it, how it benefits self-publishers, and when you can safely
forget about it.
Created to Solve Real-World Problems
ISBN was created as a stock-keeping identifier. Originating in the United
Kingdom, the concept of a unique identifier for each version of a published
book became an international standard in the 1970s.
It was created to solve a real-world problem, and it worked well. The problem
was that in the pre-Internet age, it was often very difficult to identify a
particular book, and more so when a searcher did not have the full title, author
and edition information at hand. That’s usually the case when I go searching
for a book.
How would you know whether the book you are looking for is the right one?
Book titles are not exclusive or protected by copyright, and it’s not unusual
for several different books to have the same title. And similar titles will quickly
expand the number of possibilities. Add to this the necessity of knowing which
edition you are looking for—hardcover, paperback, second edition—and it’s
easy to see how identification mistakes are easy to make.
With the use of the unique identifier, one that is attached to each physical
format of a book, this problem is basically solved. Every title, and every
© 2010 Joel Friedlander • www.TheBookDesigner.com • All Rights Reserved • Page: 4
different edition or format has its own unique number for tracking and search
purposes.
Coincidentally the ISBN came into use at the same time that computers were
becoming common, and the two were meant for each other. It’s now possible
to simply enter an ISBN into a Google search bar to get all the information you
need on a particular title.
Who Doesn’t Need an ISBN?
Because the ISBN is used as a basic identifier throughout the book distribution
system, any book that is intended to be sold through retail channels will need
to have this identifier.
There’s no absolute need for books printed for private use, or for a closed
distribution to have ISBN assigned. These might include:
• Workbooks distributed at seminars
• Company training manuals for internal use
• Family histories, recipe collections or other “personal” publishing projects
• Books that will be used only as premiums, incentives or giveaways
However, even publishers of these types of books might make use of this
identifier if they plan to someday convert their publication to a commercial
use.
Self-Publishing Hits the Scene
You may not realize this, but for many years Bowker issued ISBNs to book
publishers for a nominal administrative fee.
But once the self-publishing field began to expand in response to new digital
printing technology, Bowker made the process of acquiring ISBNs easier, and a
lot more expensive. Now ISBNs are sold like any other commodity by Bowker
and a few authorized re-sellers. And to accommodate the needs of these selfpublishers, they made individual numbers available for the first time.
However, the price Bowker set for individual identifiers (currently $125) has
shocked many new publishers.
© 2010 Joel Friedlander • www.TheBookDesigner.com • All Rights Reserved • Page: 5
But keep in mind that it’s rarely a good idea to buy just one ISBN. If you
intend to issue your book as both a printed book and an ebook, you will need
two ISBNs right from the start, and the cost of buying two individual numbers
is the same as purchasing ten numbers (currently $250).
In addition, Bowker is actually registering your publishing company when they
issue you your numbers, not your individual books. This is a key step for many
self-publishers and that’s a pretty good reason to get an ISBN as well.
The Problem of the “Free” ISBN
In order to mitigate the cost and the bother of registering your company
yourself, author services companies started offering “free” identifiers to clients.
How were they able to do this?
Bowker’s pricing for these numbers has huge volume discounts, that’s how. For
$5,000 you can acquire 5,000 ISBNs. That’s only $1 each, a price at which it’s
easy to give them away, saving individual authors quite a heap of money.
And many authors have made use of this savings. You are a good candidate
for a free number if:
• You intend to publish only one book
• You have no interest in starting a “publishing company”
• You’re on a very tight budget
But it’s not the right solution for everyone, because ISBN performs many
functions for self-publishers.
Know Your Retailers
People who help authors get started in publishing often remind them that this
is a business, and should be approached as such. You are manufacturing a
product intended for retail sales. In this scenario it’s important for you to know
the policies of the retailers who will be selling your book.
For instance, here’s what Smashwords, the big distributor of ebooks, says
about ISBN usage:
Smashwords retailers such as Apple and Sony will not accept your
Smashwords book unless you have a unique e-ISBN. It is the primary digital
© 2010 Joel Friedlander • www.TheBookDesigner.com • All Rights Reserved • Page: 6
identification number that many major online retailers use to track and
catalog your books, and to report your sales back to Smashwords.
(Editor’s note: Everything at Smashwords is an e-book, but there really isn’t
such a thing as an “e-ISBN”. They are all just plain old ISBNs.)
The Many Roles of a 13-Digit Number
Smashwords also points out one of the other uses of this handy number. In
fact, there are three main ways these numbers can be of use:
1. Stock keeping, for inventory purposes
2. Item identification to differentiate similar editions
3.Metadata
It’s this last benefit of ISBN you should think about when deciding whether
to use them, and whether you want to go to the expense of buying your own
numbers, or to accept the “free” version.
2 Reasons to Own Your Own ISBNs
Most of the self-publishers I’ve worked with are setting up their own publishing
companies and funding their project in the expectation of becoming profitable.
In every case I’ve advised them to buy their own ISBNs. Here’s why:
1. The ISBN contains within it a “publisher identifier.” This enables anyone
to locate the pubisher of any particular book or edition. If you use a
“free” ISBN from an author services company or a subsidy publisher, that
company will be identified in bibliographic databases as the publisher.
2. Owning your own ISBNs gives you the ability to control the bibligraphic
record for your book. This is an important part of your book’s metadata,
and is a key component in your book being discoverable by online
searchers. This has a powerful influence on your efforts to attract search
engine traffic to your title.
Now there’s no reason you can’t publish your books with a “free” ISBN from
a reputable company, like CreateSpace. Having their identifier on your book
doesn’t have anything to do with the ownership or copyright on your work, you
still have complete control over your own content.
© 2010 Joel Friedlander • www.TheBookDesigner.com • All Rights Reserved • Page: 7
And you can be very successful this way, too. April Hamilton originally
published Indie Author and several other books that way, and enjoyed great
success. But like others who have committed to making publishing their
business, she has said she would now buy her own ISBNs.
Part of the reason, as Hamilton explains, is the changing marketplace:
Distribution options offered by print and digital publishing service providers
increasingly require that the author/imprint be the registered owner of the
ISBN.
Echoing this is this explanation from the Smashwords ISBN guide:
An ISBN helps make your book more discoverable to readers and other
book buyers. The ISBN gains you free inclusion in Books in Print, the world’s
largest catalog of books, which is licensed to all major search engines and
thousands of bookstores and libraries. Your ISBN record will also receive a
free online listing at the online Books in Print bibliographic database that’s
available on the open Web at http://seo.bowker.com.
Takeaway: If you plan to sell retail you’ll need to use ISBN. For strictly
private publications, you may not need it at all. And if you plan to continue in
publishing, buy your own ISBN block from the start.
© 2010 Joel Friedlander • www.TheBookDesigner.com • All Rights Reserved • Page: 8
How to Read an ISBN
Some years ago I published a book that landed on the front page of the
Sunday New York Times Book Review, which was quite a thrill for my wife and
I, who were running our publishing company from a spare bedroom in our
house.
Soon enough, the phone started to ring, and one call was from a distributor in
New York.
“Hey, we’re all wondering down here, is this some guy publishing from
his dining room? We have a bet.” There was plenty of snickering in the
background.
“Well, you’d be wrong,” I said, “I’m in the bedroom. How can I help you?”
But their guess was pretty accurate, and one of the ways they may have
known just how small a publisher we were was from the ISBN on the book in
the review.
You Need ISBN to Sell in Bookstores
If you want to sell in bookstores, self-publishers know that you need to have
an ISBN and bar code for your book. (ISBN stands for International Standard
Book Number.)
Many self-publishers have taken to buying single ISBN numbers from RR
Bowker or one of their authorized resellers, but if you are planning to publish
more than one book—or more than one edition of your book—you really need
to have your own ISBN numbers, which you will also acquire from Bowker.
As the Official ISBN Agency for the United States, Bowker is exclusively
responsible for the assignment of the ISBN prefix to those publishers with a
residence or office in the U.S.
But you can tell a lot just by looking at the ISBN on a book. And people who
know how to read the ISBN gain some information about you from it as well.
The traditional ISBN is a series of 10 digits, but there are actually three
different numbers within those ten digits, and each has its separate meaning.
© 2010 Joel Friedlander • www.TheBookDesigner.com • All Rights Reserved • Page: 9
Breaking an ISBN Down
Let’s look at this 10-digit ISBN for example. It’s from my own ISBN log:
0-936385-40-2
You’ll notice right away this sequence is actually divided into 4 number
combinations but, as we’ll see, only three have any usefulness to us. First is
the initial digit, in this case:
0
0-936385-40-2
0 is the “language group identifier” which here indicates English. Next is
the six digit series: 936385
The
0-936385-40-2
This is the “publisher identifier,” and will show Marin Bookworks as the
publisher on any book with this sequence. Because I’m a small publisher
and only purchased 100 ISBNs from Bowker, my publisher identifier is long.
Large publishers have much shorter publisher identifiers, leaving more digits
available for individual books, which is the task of the third part of ISBN, in
this case:
40
0-936385-40-2
This is the “title identifier,” and it’s assigned by the publisher to a particular
book or a specific edition of a book. For instance, I might assign this ISBN to a
softcover edition, and another ISBN to an ebook edition. As you can see, I can
only use 100 ISBNs before I’ll have to go back to Bowker for more.
0-936385-40-2
The last digit, in this case,
2 is the check digit. This digit is mathematically
calculated and helps assure that the rest of the ISBN has been recorded or
scanned accurately.
The 13-digit came into use in 2007. The format is the same, but it adds
978
at the beginning, and identifies the following string of numbers as an ISBN.
This ISBN would become:
978-0-936385-40-5
You can see that a different string of numbers generates a different check digit
at the end.
© 2010 Joel Friedlander • www.TheBookDesigner.com • All Rights Reserved • Page: 10
Publishing Professionals Can Read ISBN Details
Book sellers, publishing professionals, and others who know how to “read”
the ISBN, can tell for instance that you are publishing your first book. If your
title identifier is
0 or 00 obviously you have started at the top of your ISBN
logbook and just assigned the first number. If your publisher identifier is 7
digits, leaving only 1 digit for book identifiers, you are only planning to publish
a few books. All these little clues from the ISBN give some insight into a
publisher and their books.
For example, here is the ISBN from Orhan Pamuk’s fantastic novel, Snow
published by Alfred A. Knopf:
0-375-40697-2
Knopf, a very large publisher, has a publisher identifier of
375 leaving 5 digits
for title identifier use, or a maximum of 100,000 different titles or editions
Knopf can generate. This ISBN indicates they may have assigned 40,697
already.
Here is the ISBN from Steve Weber’s very useful book Plug Your Book:
0-9772406-1-4
Steve, a print-on-demand publisher, has a 7-digit publisher identifier, leaving
him only 1 digit for title identifier use, meaning he will be able to generate
only 10 ISBNs before he has to change his ISBN publisher identifier.
As you can see, anyone looking at these two ISBNs will immediately see that
Knopf is a large publisher, and Steve is likely on his first or second book.
Sometimes when you are dealing with people who have been in the book
business a long time, it pays to know the little details that are communicating
information about your company that you may not even be aware of.
Resource
You can convert 10-digit ISBNs to 13-digit, or the other way around, with
Bowker’s handy ISBN 10 / 13 Digit Converter.
© 2010 Joel Friedlander • www.TheBookDesigner.com • All Rights Reserved • Page: 11
How to Buy ISBNs
First stop to getting set up in the book publishing industry is to buy your
ISBNs. This is the beginning of introducing your company to Bowker, keeper
of the basic bibliographic resources in publishing, as well as the ISBN provider
and administrator for the United States.
These ISBNs will identify your books but, more important, will identify your
company as the publisher. Go to RR Bowker’s MyIdentifiers.com website and
pick one of the packages. Here’s a link:
http://www.MyIdentifiers.com
These are your choices:
• Single ISBN, $125.00—Bowker advertises this as a good deal for selfpublishers, but it looks expensive to me.
• Single ISBN with bar code, $150.00—This is also advertised as great for
self-publishers, but savvy self-publishers know that printers like Lightning
Source and publisher-service companies like CreateSpace will provide you
with a bar code of your book’s ISBN automatically and at no charge. Keep
looking.
• Blocks of 10 ISBNs, $250.00—From the choices available this is your best
deal for almost all self-publishers.
If you thought you were going to be doing a lot of shipping from your location,
you could also purchase a Standard Address Number (SAN) at Bowker, but you
can wait on this until your printing and distribution options have been clarified.
© 2010 Joel Friedlander • www.TheBookDesigner.com • All Rights Reserved • Page: 12
Answers to 20 of your ISBN Questions
One of the areas that I get the most questions about is the use of the ISBN,
the unique numeric identifier that’s used around the world to identify books.
New self-publishers are especially concerned with making sure their books
are registered properly, that everything is done so that their book can be sold
without any problems or confusion.
Because this area is specific to the book business, there’s a lot of confusion
and misinformation about ISBN and how it works. I strongly recommend you
use the resources provided by Bowker, the company resposible for ISBNs in
the United States, on the ISBN website and at Bowker’s website.
But even faster, without any further delay, here are 20 answers to the most
commonly-asked questions about ISBN.
Questions and Answers about ISBN
What is an ISBN?
ISBN stands for International Standard Book Number. It is a 13-digit number
that’s used as a unique identifier for books. ISBN is used internationally.
Why do we need ISBNs?
We need them to identify each book that is published, and each edition of the
same book. ISBN also identifies the publisher of the book. It is the standard ID
number used to identify books by booksellers, libraries, book wholesalers and
distributors.
Should I get an ISBN?
If you plan to sell your book in bookstores, to libraries, or through online
retailers like Amazon.com, you will need an ISBN.
Does a book have to be published to have an ISBN?
ISBNs are issued to publishers, who then assign them to individual books. This
can be done at any time, even before the book is written.
© 2010 Joel Friedlander • www.TheBookDesigner.com • All Rights Reserved • Page: 13
Is the ISBN the bar code I see on the back of books?
The bar code is a representation of the ISBN in a form that can be identified by
scanners. The bar code might also have other information embedded in it, like
the price of the book and the currency in which it is priced.
Okay, do I need to have a bar code too?
Only if you plan to sell your book in bookstores. If you only plan to sell online,
or privately like at speaking engagements, you don’t need a bar code. Many
publishers put them on their books anyway.
If I get an ISBN, does that mean my book is copyrighted?
No, ISBN is administered by a private company for the use of the international
book trade. Copyright is administered by the Library of Congress and is an
extension of intellectual property law.
If I have an ISBN, does that mean my book will be in Books in Print?
Once you have an ISBN you can go to BowkerLink to fill out the forms
necessary for your book to be listed in Books in Print.
Can self-publishers get an ISBN?
A self-publisher is still a publisher, so yes, you just apply for an ISBN like
anyone else.
How do I get an ISBN?
Go to myidentifiers.com, the ISBN website run by Bowker, which is the only
company authorized to administer the ISBN program in the United States.
Click on “ISBN Identifiers” and you’ll be taken to a page where you can buy 1,
10, 100 or 1000 ISBNs.
How many ISBNs should I buy?
The least economical choice is to buy 1 ISBN. If you ever publish another
edition of your book, or another book entirely, you will need more than one
ISBN. I suggest you buy the 10 pack.
© 2010 Joel Friedlander • www.TheBookDesigner.com • All Rights Reserved • Page: 14
What do ISBNs cost?
A single ISBN today costs $125, while 10 ISBNs cost $250, 100 cost $575
and 1000 cost $1000. Note that the price per ISBN drops from $125 to $25 to
$5.75 to $1.
Isn’t it just a number? Why does a number cost $125?
Many people are pondering this question, so far without an answer. Obviously,
it’s not because of the cost of the product. Could there be another reason?
Well, can I re-use my ISBN?
No, sorry, once assigned to a book, an ISBN can never be reused.
Where do I put the ISBN?
You’ll print it on the copyright page, and it’s included in the Cataloging-inPublication data block, if you use one. Otherwise, just print it on the copyright
page and, of course, on the back cover as part of the bar code.
I’m doing a print book and an ebook. Do I need two ISBNs, or can I
use the same one?
This is a matter of some discussion at the moment, since there are more and
more electronic formats. The policy of assigining a separate ISBN to each and
every edition is under review.
How about a hardcover and a softcover of the same book?
You need a separate ISBN for each edition, to identify them for everyone who
might want to find them in directories, catalogs and databases.
If I revise my book, do I need to give it a new ISBN?
If you only correct typographical errors, and don’t make any substantial
changes to the text, you don’t need a new ISBN because it’s considered a
reprint. A new edition would contain substantially new material, a major
revision, or the addition of completely new elements. Anything that makes it a
new book is likely to create a new edition and, therefore, need a new ISBN.
© 2010 Joel Friedlander • www.TheBookDesigner.com • All Rights Reserved • Page: 15
How about if I just change the cover?
You can continue to use the same ISBN, since the text has not changed.
Have a question you didn’t see answered here? Send me an email and I’ll try
to run down the answer.
Getting the ISBN for your new publishing company is a necessary step to
becoming a publisher and getting your book into print correctly. It’s not
difficult once you understand how to do it.
© 2010 Joel Friedlander • www.TheBookDesigner.com • All Rights Reserved • Page: 16
Deciphering the Bookland EAN Bar
Code
Self-publishers know that they must have an ISBN for their book if they want
to sell through retail channels like bookstores. The ISBN not only identifies the
publisher, the language group of the country the book is published in, and the
specific title, it is also used to generate the scannable barcode found on the
back cover of almost every book sold in the United States today.
Where Exactly is Bookland?
Although the ISBN is typically printed on the book’s copyright page, it is also
printed in scannable form on the back cover of the book. Unlike most retail
products in the United States, which use the UPC (Universal Product Code)
barcode for product, manufacturer and price information, books use a different
symbol, known as the Bookland EAN barcocde.
This same symbol is used for books worldwide, and EAN stands for European
Article Number. Because the book industry around the world produces so
many new books each year, and each book is a new product needing a unique
identifier, it was decided to issue a special prefix just for books, regardless
of the country in which they were produced. This, in effect, created a virtual
“country” called Bookland. And that’s why we have the rather ungainly name
associated with this barcode, the Bookland EAN barcode.
Books Are Products And Need Identification
Because each version of a book is a unique product—the hardcover version of
a book might have a different jacket, size, and price than the paperback—each
version needs to receive its own ISBN and therefore its own barcode.
The barcode is, in essence, a way to make the ISBN associated with a specific
book scannable at the cash register of a store, where the unique identifier will
pull the records for that book from the store’s computer and assign the correct
title, price and other details to the transaction when you check out.
At one time there were only two versions of a book for sale, if that: hardcover
and paperback. With the proliferation of electronic formats for the same book
© 2010 Joel Friedlander • www.TheBookDesigner.com • All Rights Reserved • Page: 17
this has become an area of some discussion in the book publishing community.
For instance, at Smashwords, books are available in HTML, Javascript, Kindle,
Epub, PDF, RTF, LRF, PDB, and plain text formats. Since these ebook formats
do not need to pass through a register in a store, it may well be less important
for each edition to bear its own ISBN than in the past. I believe this is an issue
that will eventually be formalized so that each format can be accounted for
separately, but that’s not what happens today.
Cracking the (Bar) Code
The Bookland EAN barcode is really two barcodes placed next to each other.
On the left is a large barcode generated by the book’s ISBN, while on the right,
a smaller barcode accommodating only 5 digits that’s usually used to code the
retail price of the book. The first digit indicates the currency in which the price
is set.
The numeral 5 is used to designate the U.S. dollar, so a string of numbers
above the smaller barcode of 51495 indicates that the book is $14.95 in US
dollars. When the barcode contains this pricing information, it’s called the
Bookland EAN/5. If no price is coded into the barcode, the series 90000 is
used instead, and then the barcode is known as a Bookland EAN/9 barcode.
Publishers must use either one of these barcode formats since price scanners
© 2010 Joel Friedlander • www.TheBookDesigner.com • All Rights Reserved • Page: 18
in bookstores can only read these two formats.
Although many books use the Bookland EAN/5, the /9 is also widely used. In
this case, rather than get pricing information directly from the barcode, the
electronic cash register retrieves the price along with the other information
from the store’s database.
It’s also important that the barcode be printed properly in order to scan well
at the register, and this why you’ll often see the barcode on the back of a book
in a white box, even if the cover is a different color. A barcode that can’t be
scanned isn’t of much use.
One More Word on Barcodes
You may have read about the importance of creating your Advance Review
Copies (ARCs) without a barcode, since this would signal pre-publication
reviewers that the book was for sale.
This may mean that you will need to find a different vendor for your ARCs.
Here’s why: Printers who use digital printing for print-on-demand distribution
always put a barcode on the back cover of the book, and another barcode
on the last page of the text block. This allows them to use highly automated
equipment to match the correct cover with the correct text block.
In this scenario, it would be impossible for the printer to produce your ARCs
without a barcode, and you will need a digital printer who is not a print-ondemand supplier.
Rest assured that your book designer will see to all these details, and may
even be able to acquire a bar code for your book without charge.
Now, the next time you flip a book over you’ll be able to decipher what looked
like gibberish before, and crack the code on the Bookland EAN barcode.
How to Get and Use Barcodes for Your Book
Many self-publishers won’t need to get their own barcodes.
• If you publish with an author-services company they will often provide the
barcode free of charge.
• If you print with Lightning Source for print on demand distribution,
© 2010 Joel Friedlander • www.TheBookDesigner.com • All Rights Reserved • Page: 19
you can download a cover template from their website that will include a
barcode. Although it will be centered on the back cover, move it to a more
common position, like in the bottom right coverner of the back cover.
• If you don’t intend to sell your book through retailers, you won’t need a
barcode anyway.
• If your book is being prepared by a professional book designer, they will
probably take care of getting the barcode for you.
When I need to buy a barcode, I use Bar Code Graphics and you’ll find a
link to their site in the resources section. Avoid the “free” barcode generating
software around the Internet. Too many of them produce unreliable bitmapped
images that run the risk of not scanning when your book hits the cash register.
For the times you need to buy a barcode, get one you know will work.
ISBN and Barcode Resources
Bowker U.S. ISBN Agency site
Wikipedia entry on the International Standard Book Number
ISBNs Don’t Matter as Much as You Thought by Indie Author April Hamilton
About ISBNs from Smashwords
Twitter #ISBNhour discussion group link (moderated by @LJNDawson)
UK ISBN Information
BarCode Graphics website
Book Industry Study Group’s Barcoding Guidelines for the U.S. Book Industry
© 2010 Joel Friedlander • www.TheBookDesigner.com • All Rights Reserved • Page: 20
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