Presto Book-O (Why I Went Ahead and Self-Published)
To say that I’ve had a checkered history in publishing would be like saying Elizabeth Taylor had a checkered history in marriage. In the past decade, I’ve churned through three houses, and twice as many editors. I’ve pissed off half the agents in New York City, and told the other half (with unreasonable glee) to fuck off. At one point, I actually had to be physically separated from one of my publishers.
It would be easy to blame all this on my unique temperament, with its charming blend of acerbic superiority and righteous indignation. But the truth is, most of my writer friends are filled with similar feelings of despair and disgust when it comes to putting books in the world. They just have the good sense to keep it to themselves.
The saddest thing about all this, of course, is that the publishing industry is not trying to piss us off. No, the industry (and the folks who populate it) are the ones trying to help us. It’s not their fault that reading has been shoved to the margins of the culture, or that a typical American teenager now spends 95 percent of her time staring at a tiny screen and frantically thumbing shopping updates to her social network.
But it’s awfully hard to remember that when you’re dealing with an agent who says your novel is “too literary” to sell in today’s market, or an editor who wants to slap a picture of a chimpanzee on the cover of your book, or a publicist who earnestly assures you that your sales “will depend on your use of Twitter as a marketing platform.”
Contrary to the various paid doomsayers of our age, this doesn’t mean that the book industry is going to disappear. But it will continue to contract. The dream of finding a big New York publisher who will pluck you from obscurity and make you a bestselling author – always a long-shot, frankly – has become more like a pipedream.
I’m pretty sure I’m not telling you anything you don’t know already.
The question is: for those of us who believe in the literary arts, who believe in books, what (the fuck) are we supposed to do?
Here’s one solution: make your own books.
Seriously.
Technology often serves as distraction’s most loyal handmaiden, which has been mostly bad for publishing. But it’s also made the means of book production more accessible than ever before.
I know this because I myself – after years of fantasizing about putting out a book myself – finally took the plunge a few months ago.
It wasn’t that tough a decision. The book I wanted to publish consisted of 30 one-page stories and 30 one-page essays on the psychology and practice of writing. Oh, and get this, the book (This Won’t Take a Minute, Honey) would have two covers, so it could be read both ways – stories in one direction, essays in the other.
The book editors I spoke to about this visionary concept were … let’s just say underwhelmed.
For a while, I considered a smaller, independent press.
But I eventually realized that I was tired of the whole shebang: of submitting work to a company that, by definition, expects to make money off that work, of living under that cloud of expectation, with its frequent storms of anxiety and compromise.
So I wrote the thing anyway, over several weeks. It would have taken longer, except that:
a. It was only about 15,000 words.
b. Most of the stories were already written.
c. The essays were an executive summary of rants I’d been inflicting on my students for years.
Then I revised. Then I revised again.
Then I got in touch with an old friend of mine, the brilliant designer Brian Stauffer, and begged him to do me a solid. He emailed me a breathtaking cover design. A week later, I took the subway to Harvard Bookstore and watched the Espresso Book Machine pop out a copy of the book. It took four minutes.
Now the fun part began. Because rather than worrying about moving lots of units, I just read from the book at various readings and sold them for ten bucks a pop.
And the weirdest part was that I sold out at every reading. I’d love to believe that this was because people were just blown away by my incandescent prose. But I think it had more to do with a kind of communal feeling. Readers liked the fact that the book wasn’t available everywhere.
If this were a traditional publishing endeavor, the next question would be how to get the book a “bigger platform,” meaning a place in the great Barnes-&-Noble-Amazon-Kindle-i-Pad-clusterfuckosphere. But because this is something much more personal, I decided – nah.
I was cool with Harvard Bookstore selling it. But other than that, Minute, Honey is available only at readings. My reasoning is pretty simple: I want the book to be an artifact that commemorates a particular human gathering, not a commodity.
It also made no economic sense to seek wider distribution, because I’m basically a “cult author,” meaning that I only have a few thousand fans, most of whom I know and have maybe tried to make out with.
The other super-cool thing about making your own book is that you can do whatever (the fuck) you want. So, for instance, I was also able to convince Brian to design two new covers, one with a haunting skull motif and one with a totally hot ’n thorny nude. I also added new pages to each edition, such as a list of recommended books and music. Didn’t have to check with anyone. Just did it.
I had such a good time with Minute, Honey that (before I could really stop myself) I decided to publish another little book called Letters From People Who Hate Me. It’s exactly what the title implies: a series of sometimes homicidal missives from folks who have read my political writing, along with my responses. To get a flavor, you can read an excerpt here.
Am I suggesting that every aspiring writer should run out and self-publish?
No way. Aspiring writers should spend their time and energy at the keyboard, trying to figure out how to make better decisions.
Am I suggesting that traditional publishing is doomed?
I sure hope not. I have a book coming out with Random House in April, and I hope it sells a gazillion copies.
What I am suggesting is that writers should look to the music industry – rather than the embers of print journalism – for inspiration.
Several years ago, musicians figured out that they didn’t need a big label to put their work into the world. They just needed great songs and the required chutzpah.
That’s now true of literature. Just as bands sell copies of their live performances, I foresee a day when authors will sell copies of the original work they just read. I also foresee a day when best-selling authors finally realize that they can make their own books and, by avoiding the gross inefficiencies of corporate publishing, make a lot more money.
It’s easy to forget – amid all the leather-bound romance surrounding books – that they are relatively young as cultural artifacts go – and that they can and should evolve.
Think about it, dudes: as writers, we now have the means to create books ourselves, and to put them into the world in ways that are more innovative and organic and human than ever before. What are we waiting for?
**
An excerpt from Letters From People Who Hate Me.
Steve Almond’s Rock and Roll Will Save Your Life.
’)**
Related posts:
-Self-published Best Seller
-How My First Book Got Published
-THE EDITOR’S DESK: Live From Book Expo America
February 10th, 2010 at 7:27 am
Yes, yes, and yes. Plus the DIY thrill of having nearly complete control over the process is both terrifying and wonderful. Mostly wonderful. In my own experience w/ Nightmare Trails, the best part is having direct contact with readers, as I hand-type on an old Sears Scholar typewriter (the actually still sell typewriter ribbons off the shelf at places like Staples). I want readers to have the experience associated with the book (in this case, monthly pamphlets that will add up to a novella-length book) rather than just with the book itself. Will it work? So far so good, but it’s like jumping off a high dive and hoping the pool is filling with water fast enough to save you.
February 10th, 2010 at 8:08 am
Steve Almond, you are my hero.
February 10th, 2010 at 8:16 am
Good post, but stop with the ‘aspiring writers’ already! Any writer worth reading is aspiring – aspiring to write even better.
February 10th, 2010 at 8:38 am
Great article SA, now…which cover do I get? All three? Look forward to both books, they look great
February 10th, 2010 at 8:45 am
Great thoughts Steve, inspiring and exciting. Look forward to catching you at The Rumpus (or sooner)!
February 10th, 2010 at 9:00 am
But who guarantees the quality of self-published writing? That is what is missing. There should be some sort of editorial nonprofit that provides a basic stamp of quality so that the good DIY books from professional writers stand out from the upteenth million vomited up each day on Lulu.com. Trying not to sound snobbish, but I think this distinction needs to be overcome.
February 10th, 2010 at 9:08 am
way to go steve! maiking your own books = making your own fun.
February 10th, 2010 at 9:22 am
Interesting point. A related story: I know someone who worked in collection development for one of the largest public library systems in the US. Very frequently self-published authors would request that the system purchase their books for library branch patrons. And often the library would in fact accession a self-published book. But only after several librarians had read the book; passed critical judgment on it. So in this isolated case, at this public library, there is an editorial vetting process, if you will.
February 10th, 2010 at 10:12 am
nice guns
February 10th, 2010 at 10:16 am
you punk. congrats and thanks for the dope. best
February 10th, 2010 at 11:39 am
Steve, this is a tribute to how real frustration breaks through all obstacles. You created the “unintentional” platform with the original social network – living, breathing, pulsing, people. Great job and best of luck!
Debbie
February 10th, 2010 at 11:45 am
Although this is counter to Almond’s point, self-publishing can open the gate to scoring a traditional publishing deal. I am inspired by his idea of the book being a unique memento of the event and the fact that it is NOT available in stores everywhere helps generates more on the spot sales.
February 10th, 2010 at 12:29 pm
About to go the same route myself, and your reading at the Harvard Bookstore was a big inspiration. But you already know that.
February 10th, 2010 at 12:30 pm
Steve’s finest point comes in the second-to-last paragraph: “It’s easy to forget – amid all the leather-bound romance surrounding books – that they are relatively young as cultural artifacts go – and that they can and should evolve.”
It’s time we stop thinking about literature simply as books, the medium that has been delivering it for centuries. Literature is too big and bad and angry to be confined to a stack of paper pages between two covers. Relying on the big old publishing houses to get your work into people’s hands is like relying on your parents to find you a date: they’re out-of-touch, and besides, it’s way more fun to do the work yourself.
It’s great that writers like Steve are finding new and imaginative ways to communicate their words. Well done!
February 10th, 2010 at 12:52 pm
Brilliant stuff, Steve! (Even though I’m a little bitter you didn’t give it to Other Voices Books, where we have accepted long ago that we don’t really make much money and we just do what we like.)
You’re so right about the music industry. I think presses like Akashic have really proven that music models work better for books than publishing models do.
Love the idea of changing each version of the book too–why not?–and know your readers will have as much of a blast with these unique DIY books as you did making them!
February 10th, 2010 at 12:56 pm
I LOVE the idea of a forward and backwards cover for this kind of book. The idea of exclusivity works beautifully too and book as souvenir works. If you ever do decide to mass distribute it, go with the nekkid lady cover – in my bookselling experience, the title doesn’t even have to appear on the front cover for that to work.
February 10th, 2010 at 2:10 pm
I’m wondering if anyone knows a place that has an Espresso Book Machine in San Francisco? Or somewhere that provides the same service!
February 10th, 2010 at 3:59 pm
Loved this. You make great points, most notably: don’t worry about the bullshit when there’s writing to be done. Things’ll work out.
February 10th, 2010 at 6:34 pm
I’m self publishing weblit (eclipsecourt.blogspot.com) and getting a book out from e-press, moving from Baen Books (Exodus, with Steve White) because I can’t get the time of day from other publishers and I’m better than that.
Even with rec’s from other ‘best selling authors’ to the editor. Two years to review a book? and then no word? A junior agent who obviously didn’t know how to read telling me it’s unsellable because she freaking missed the whole point of the book? sigh.
There HAS to be a better way!
February 10th, 2010 at 6:38 pm
Excellent article and a great support to all of us “wanna be” writers out there. Thank you Steve! Now I need to find an Espresso Book Machine in NY!
February 10th, 2010 at 7:25 pm
I’m glad to see that writers who _can_ publish with the big houses go the self-publishing route–it elevates the stature of self-publishing, which has long suffered.
But I do wish there was a way to find the good self-published books. It’s a tough slog through the slush.
February 10th, 2010 at 11:11 pm
I’m all over this model, esp. the music influence, esp. b/c I want my book to be multimedia, which probably means it will end up finding a home outside the bounds of traditional publishing (though I’d still rather have an indie partner, I think). Thing is, I don’t have a book vending machine in my hood, and the other DIY avenues I’ve researched so far seem less user-friendly. What’s a San Francisco punk to do?
Sidenote: I had a supposedly badass “literary” agent, who was into Danielewski’s “House of Leaves,” as I recall from her web page, tell me how much she liked my work but “it’s just a bit too literary for my list.” Yeah.
February 11th, 2010 at 7:19 am
What an excellent article! I hope this inspires many people. I’ve long been a believer in DIY arts stuff, and like you, I hope to maintain a balance between indie initiatives and working with larger organizations.
February 11th, 2010 at 8:17 am
Wow, nice to know I’m not the only writer with a temper! It’s a comfort, really.
I just self-published my second book. I did my first one ten years ago, and I think the marketing possibilities have improved substantially with the growth of social media. I think you’ve reminded me of something I really needed to read, though…that even with social media, the best way to sell books is to get out and do readings.
I don’t worry too much about the lousy self-published books. Often the authors aren’t good at marketing them, either. And I will never forget one that I read…badly in need of an editor, poor title, lousy cover…but a compelling story worth telling. The guy also had a built-in market to sell his books. If I published others’ books, I’d snatch him up in a heartbeat and clean it up.
February 11th, 2010 at 11:12 am
I thought this piece was great for a bunch of reasons, but I must take exception with the dig about the typical American teenager, and the connection made between this new generation of digital natives and the shoving of literature to the sidelines of our culture. I haven’t quite figured out the paradox yet, but it seems to be agreed that that same generation is actually propping up the publishing industry–the YA market, as many of my YA book writing friends can attest, is pretty lucrative at the moment. They may not be reading Ozick and Nabokov–yet–but they are reading. I choose to find this hopeful.
February 11th, 2010 at 7:10 pm
To Evan: a few different indie bookstores have Espresso Book Machines, including Third Place Books outside Seattle. Do a quick Google search. More will get EBMs, I feel pretty certain.
To Michelle Orange: Your point is well-taken. I’ll choose to remain hopeful right along with you.
To Lilly: I blame a diet of pot and chocolate.
February 11th, 2010 at 10:49 pm
Too bad the comment section at Salon.com was closed. The Last Poets released “When the Revolution Comes” in a 1970 album. Later, Gil Scott-Heron used images from that for his “The Revolution will not be Televised.”
February 12th, 2010 at 12:50 am
no excuses: http://www.ondemandbooks.com/our_ebm_locations.htm
oh my.
February 12th, 2010 at 3:14 am
jesus — thanks for the list, man. this is fascinating. folks should check it out. the machines are amazing to watch in action. one word of warning, though: if you’re looking to print lots of copies, it’s cheaper to go with a print on demand company than an EBM, i think.
February 13th, 2010 at 1:57 am
Congratulations for sense enough to understand that design–at least the front cover–matters even more to a self-published book if it’s not going to look like an amateur hour production. As a freelance book designer, I always have mixed feelings when I hear about the Espresso, because even authors with a clue often don’t care about book design. If you’re really seeking sales–granted, that’s not your overwhelming, Steve–it pays to do a little more than just a one-size-fits-all templated book interior. But you’ve at least understood to need to pay attention to marketing and distribution.
February 13th, 2010 at 7:22 am
I met Steve at the Sewanee Writer’s Conference back in 2001, and he gave one of the best readings then (as he obviously still does). I congratulated him in the hallway next day and he instantly tried to hit me up to do a review of his next book. Always be closing. I spent 14 years with seven literary agents attempting to sell seven different books of mine, after my first novel had been published by Viking Penguin. I could add to the rants or musings about corporate publishing, and do on my blog, but The Action was to take 10 years of my own B2B publishing experience and start my own publishing company last year. I’m on my second book launch. It takes times, it takes hustle, to make the book, then make it known. But it is there in your hands, destiny, quality and hope.
February 13th, 2010 at 9:20 am
A list of current Espresso Book Machine locations can be found here:
http://www.ondemandbooks.com/our_ebm_locations.htm
My debut novel, SHE’S MY DAD, is in the EBM database and can be printed in a matter of minutes. (Shameless plug… sorry about that.)
February 13th, 2010 at 2:00 pm
there it is. the extra push i’ve been needing. just the 60 seconds i spent reading this.. and now i see the other path. so absolutely right. thank you.
February 15th, 2010 at 8:14 pm
To come at this from a different view…
I don’t write.
I read.
I read Steve Almond.
Upon hearing about this, I wanted to buy anything he had put out on his own.
Build your own following; readers will follow.
More of my life in heavy metal, please…
February 16th, 2010 at 4:36 pm
Steve, excellent work.
I work with Slush Pile Reader, Press…a publisher in San Francisco that is changing the way authors and writers are published. Seth Fischer (for the Rumpus) wrote a bit about us a while back, specifically how we are one upping HC’s Authonomy with a promise-to-publish, which is decided exclusively by our readers. Check us out.
Vincent Chandler
February 17th, 2010 at 6:48 am
I, like many of you, have been appalled at the state of publishing today. Maybe I’ve been believing a lie for so long that I thought it was truth. The lie I bought was that big publishers were committed to producing great books. Lie. What they are committed to is $. That’s it. $$$$$$$.
So what do they do? They eschew new talent in favor of money makers, and then they push the popular money makers into pumping out book, after book, after book. Does anyone agree with me that most of the products of today’s big publishers are crap?
Self-publishing seems to be the only way, but I’m sorry to admit that too many self publishers haven’t got a lick of sense when it comes to creating a good book, so we see a sorry stream of poorly designed, conceptually flawed, and badly edited books that should never see the light of day.
The Red Hen Association of Self-Publishing Authors (http://redhenassociation.com) is a FREE new enterprise attempting to raise the self-publishing bar and unite authors. United we can bring honor to self-publishing and united we can help one another change publishing for the better.
February 18th, 2010 at 10:44 am
You’d be fun to have at a playdate.
February 23rd, 2010 at 2:30 pm
Totally inspiring.
March 1st, 2010 at 2:03 pm
This all sounds great and inspiring, but the problem is the “barrier to entry” — how are readers going to know what’s any good or not??
March 8th, 2010 at 5:43 am
Poets have been self-publishing for decades, just because most people would rather eat owl pellets than read poetry.
(And you can see some of mine at http://www.gailwhite.org – Advt.)
March 8th, 2010 at 10:37 am
The technical willy nilly:
http://www.linux.com/archive/feed/58518
Really awesome
March 8th, 2010 at 12:10 pm
I agree, yes, of course and all. BUT. I just published my second book with a small Berkeley based press, A Different Kind of Luxury, and 1. They did an amazing design job, one I could never have done myself. 2. They hired not one but two excellent line and content editors, and though I style myself as a writing teacher (I am a writing teacher) they caught a lot of errors, had some great suggestions, and it’s much, much better of a book than if I hadn’t had those editors. The press paid the editors. 3. I did get an advance. I lived on that for a (short) while. It made a difference. and now, 4., the press has gotten me reviews in magazines and alt. weeklies, readings at real-deal bookstores (and helped with the outreach so that all the chairs were filled) and even a television appearance. The publicist has put together a press release, repackaged the book’s emphasis for different audiences, and done a lot of the slogging to get it out in the world. I’m doing a ton of all this myself, and I’ve had pretty good luck–and I’d have to say if I had to say “I self published it” I wouldn’t have gotten such good results–but I still think doing this on your own is a heck of a lot of work. Still, there are things I write that I’d like to self publish some day. So yes, I do agree, but it’s good to keep things in perspective.
March 8th, 2010 at 10:08 pm
There is a new world of publishing. It is following the new world of music publishing with out a doubt. They have hacked out the path. It is not paved, just a trodden dirt trail to follow, but the hardest work has been done.
Now we as writers must create our own futures using our imaginations and the modern tools we have for our use, many free and easy to use. But make no mistake, it will not be simple…Pioneering and art never are.
San Francisco is a great center point of this new wave. I am excited and energized to be a part of it.