Photo taken in downtown Houston
In 2010, I decided that no publisher would just show up at my door with a contract. I carefully thought through how I would break into the book market. I called my high school friend Alex and suggested we begin a literary journal. We named it Harbinger Asylum to convey the feeling of prophecy and safe havens. I thought of the prophetess Cassandra, bringing dark messages and eventually seeing her life end. My friend asked how we would find the writers or the money to start the project.
My answer was simple. I vowed I could pull up the writers from my Facebook list. As far as money, I would save some from my work pay. After several months of careful work, I introduced the first issue of the journal in September 2010. It had poems from Mark Brawn, Kenneth Turner, Dru Watkins, and other poets who intrigued me. I drew a breadbasket and added an Octavio Paz quote, “Each poem is time, and burns.” Paz also started a literary journal at a young age, and it was circulated among several other poets. The DIY method is in fact effective as my own story surely testifies.
In 2013, we took on two book projects. A new book from Ken Jones, a known punk musician and poet throughout the USA, and another by journalist Marcie Eanes. I met both of these wonderful poets at Austin International Poetry Festival. The first thing to consider when starting a press is, “What will I publish?” I chose poetry because it speaks volumes to those who listen and I have a passion for it dating back to my sophomore year in high school. Once you have decided what you will publish, you must network through any means: social media, AWP, events and festivals, through gossip, local bookstores, or coffee shops. Writers love to discuss their work and most of all, themselves. It is not difficult to find an author and gear them toward publication. You should probably be ready to offer a contract. The contract is an agreement about what both parties expect. You should be flexible in working with the author about things like royalties, book price, cover design, and promotion. I offer a “ready made” contract that I gear to the individual purpose it is intended to provide.
Next, research your publishing market. Who will be your printer? I usually use Print-on-Demand technology. There are many services like this on the net, including CreateSpace and Lightning Source, and they are easy to use. Lightning Source charges a setup fee but they offer wholesale discounts which will increase your likelihood that stores will take interest. Createspace is owned by Amazon and will distribute your book through them. You could also go to a local printer, or an online printer, and order a set run at your discretion.
I have published nearly 30 books, and made the business a general domestic partnership. My partner, called Z. M. Wise, plays a strong role in helping select works and create book interiors. Which leads me to how you create books. Your best bet is to buy a program called Serif PagePlus. It is inexpensive compared to many others like it. It is not tedious to use and understand. You can design covers with it also, but I generally pay a designer for that myself.
You will need to develop a marketing plan. Consider your target audience, where likely readers would be, and how best to attract their attention. This has been tough for me. I created several Facebook boosts and didn’t get any sales. It’s it or miss. I would suggest a short statement geared toward making the buyer aware of why they should buy your book. Keep in mind that to expand your company, you will need sales and wise thinking. I also had an ad in Poets and Writers’ “New Titles” section but it did not generate the expected sales. Have a business plan. Do your research and learn what to expect, how to create the best organization you can, and get to work. This is a learning process.
I have read a lot about famous entrepreneurs and how their initial efforts failed, or how their first jobs taught them frugality or working with money, or some part of the trade they launched. Each failure is good for instruction. I have made many errors with advertising, direction, goals, and other important things. If this is what you decide to do with your life, then move forward with it. Don’t hesitate.
Other marketing ventures may include hosting readings for your authors, or even hosting an open mic space at a local venue. Giving some books away to the right people is helpful. Reviewers, for instance, are usually open to reviewing books they like. I might add, as a final note, not to be scared of controversy. The more people talk, the better.
Seven years later, I still publish Harbinger Asylum, an award-nominated poetry journal by the National Poetry Awards in 2013, and I direct Transcendent Zero Press. We have published major award-winning authors including Lyn Coffin who was the recipient of The Saba Prize in the Republic of Georgia. Each book released is a moment of pride.