Doom and Gloom or New Beginning?

Everyday I receive an article talking about the demise of this publisher or that book store chain. This morning The Independent out of the UK lamented the Borders UK non-agreement-that-would-save-the-day. The managers’ buyout does not seem to be happening, or they are too little too late – Borders UK is not taking online orders. It will be a few days before Borders UK is either “saved” or goes into receivership. Stories like this are all over the news: little stores folding due to Amazon/Target/Walmart price cuts, publishing houses closing or shedding imprints that don’t generate “big bucks”.

French Creek Press is a new, fledgling company. In a marketplace full of publishers that know the ropes, have been around for decades, have scoped out the marketplace, how could French Creek Press stand a chance? I’ll answer that with another question. How, in times when stores and publishers are closing, can Harlequin open an new digital only division, Carina Press, headed up by Angela James? The answer is, at least, twofold. An all digital press means publishing is only electronic. There is no need to pour money into thousands of books because no book is produced. All the preprint costs are minimal compared to the print and distribution cost. Yes, there is still distribution, but there is no heavy transport cost. This is the ultimate “on demand” product. The book is produced once in a particular format. Then it is sold multiple times, on demand, with no inventory charge

French Creek Press goes one step farther. Instead of investing tens of thousands of dollars in traditional marketing, the decision to use Social Media as the primary tool was made. Viral Marketing combined with on demand printing means French Creek Press can take a risk on new authors. The cost to French Creek Press is much less than the cost to publish a book through one of the old stalwarts. While we are not exclusively producing digital books (we do print books) we cut costs to the point where we can publish authors, sustain the cost of publishing through its lifecycle, market the books, and stay in business.

I was taken to task for following Harlequin’s move. Since the books are a bit, a little bit, risque, and my lifestyle is the antithesis of risque, what am I doing looking at Harlequin? I can’t afford not to. And neither can any other publisher. Harlequin is taking some very drastic steps to stay open and competitive. By adding Angela James to their team they have increased their survival rate multi-fold. Check out what Smart Bitches, Trashy Books has to say about Carina and you’ll see why this is a brilliant move.

I have roots in the computer industry where revolution takes place on a regular basis. Change with the newest, latest, greatest technology that just made all the equipment I bought six months ago obsolete, or die. By keeping to the principle of on demand production and viral social marketing French Creek Press has the opportunity to grab a piece of the action while producing high quality products. In the meantime, I’m keeping my eyes on the big guys that are adapting to the new reality. And I’m keeping my eye on the women publishers that make a difference in the industry.

Reminiscing about Mr. Malamud

(by Joseph Kaufman)

From sleeting March rain to the humid, late-May sun, Mr. Malamud taught his one class a year, ten sessions in all. Some years he taught a course in the short story, replete with reading list and papers to write; other years he taught a writing seminar, the semester’s goal of which was to compose one short story of less than twelve double-spaced pages and then to rewrite and rewrite and rewrite it. Like his character Fidelman, Mr. Malamud’s late-in-life, ne’er-do-well painter-turned-glassblower named after his mother-in-law, a large Italian woman and featured Italian movie actress who, at the time that I knew her, had just completed a role of the older wife of a young Mafiosi where she elbows her young husband out of bed in the opening scene and tells him to get to work—like Fidelman, Mr. Malamud seemed intense and academic and fussy. He reminded me of my mother’s brother, an anthropologist, a self-scorched product of searing self-discipline, as if he’d remaindered himself to his own conception of a labor camp. But, that is getting ahead of myself. To be admitted to class, you had to submit a piece of writing—there was only room for ten students. Everyone, of course, applied. The list of who was accepted was pinned to the English department door. I don’t remember what story I submitted but I do remember that I rewrote it and rewrote it—-the fear of literary imperfection, born then, has stayed with me.

We apprentice writers who survived that gauntlet assembled in an old farm building, in a classroom of panel and roof beam. There were six women and four men. It was to be a short story year. The great man walked into class wearing a rain coat over brown khakis, a striped collared shirt, and dark sweater. He was bald on top with still-brown hair clipped short about the sides and graying sideburns, a man in his sixties. A moustache, precisely cut, spread over his generous and slightly quivering lip. He opened his briefcase and handed out copies of a syllabus—Chekhov, Hemingway, among others, Flannery O’Connor, Eudora Welty, Sherwood Anderson (I think), even one collection of his own. His hands were delicate and mottled with age, the fingers of a man who might play Chopin or paint watercolors. He put on square, blocky glasses, accountant glasses. He read off names from a class list in a calm and measured voice, a raspy tenor’s, a stern grandfather’s voice. We raised our hands. He spoke about the book list, the papers to be written. He was a bit stiff and all business, a formal, elegant man, a man who would tolerate fools, nonsense, and late papers poorly. As Philip Roth once described him, this aging Pulitzer prize winner was a combination of pitilessness and somewhat distant, avuncular concern. And though he seemed to be strictly about business in one form or another—the business of writing, the business of being responsible to job and schedule, the business of dealing equitably with others—I sensed that he was more than the perhaps-interesting sum of his peeves and formalities. For just as his writing projected the awkward and halting and painful attempts toward an unknown and undefined transcendence, the writer, too, seemed full of a high moral seriousness that I’d never encountered.

I realized that what I beheld, charmed already, was a sage of sorts, a secular rabbi, an artist of the most rarefied kind.

An Author Platform Sells the Author

I heard an interesting statistic the other day from another publisher. They were trying to setup an online store with one of the leading online bookstores, but were being frustrated in their attempts because they could get no support from the online store. Every time they called or emailed they got the same response: “I’m sorry, we’re so busy we are only servicing our top 50 clients”. This publishing company was not among their top 50 clients so no service.

Agents, publicists and publishing companies do the same with their authors. The author gets time if s/he is a best seller. The author may also get time by being a squeaky wheel, but that is only effective until the recipient recognizes the author’s phone number and doesn’t answer. What can an author do to put him/herself forward? Create an online author’s platform.

The concept of an author platform has been around for many years. This is just another name for a resume, a beefed up resume, but still a resume. The author must not only write well (sometimes I think some popular writers must have become popular because they are good marketers – their writing stinks), the author has to speak well, photograph well, display well in video recordings, and generally be an all-around good package to sell. This is a difficult pill for a budding author to swallow. When an agent/publicist/publisher wants to buy, they are not just buying a book or an idea, they are buying the author and the way the author reaches people. Many new authors focus solely on writing their books, dreaming of the Pulitzer, thinking they can work on their platform after the book is published. Unfortunately, the business doesn’t work that way. An author can’t wait until the book sells to build a platform, because the platform is what helps sell the book.

Did you follow that? The platform sells the book. It sells the book to the agent who must decide to take the risk with the author and throw time and money into getting the book in front of the publisher. The platform sells the book to the publicist who must find the right venue to market the book. And the platform sells the book to the publisher, who sees not only book sales, but speaking tours, book signing engagements, book trailers on YouTube, and a myriad of public, television, and radio appearances. The platform tells the publisher that this author has value outside the book.

The platform, the online resume, is either a web page that hangs from the publisher’s website, or it is a website dedicated solely to the author. The platform must include a clear focus on the targeted market. An author that writes children’s stories is not going to target computer engineers. Once the market is defined the rest falls into place. Press releases, blog entries, articles, pictures of events, music, anything that is related to the author can go on the platform. After the initial construction of the author platform, weekly maintenance can keep the web site/page current, active, and changing, which results in more traffic to the author platform, better SEO, and more potential money making contacts.

Contact French Creek Press services at services@frenchcreekpress.com for information about our author pages.