What do you get when you take 11 publishing pioneers and put them in a room full of people who want to know how they did it? The Literary Platform‘s event From Zero To Hero was packed full of hard-won insights, tales of bravery and belief, and innovative ideas.
Held in the hip Rich Mix cultural centre in Shoreditch, the day featured three panel sessions with Q&As afterwards. The first focused on print start-ups, with Miranda West of Do Books, Martin Usborne of Hoxton Mini Press, Kirsty Allison of zine Cold Lips and Valerie Brandes of Jacaranda Books. They represent four completely different businesses, united by masses of passion from their start-up founders.These were my take-home tips:
- Write (and publish) with one person in mind (MW)
- It’s about building a community, via social media, events, festivals…(MW)
- If you’re not sure who your audience is, know yourself – what you enjoy, what you want to read or buy – and have faith that others will love it too (MU)
- Offer something unique to an under-served audience (VB, KA)
- Get the production values right for your audience/price point – a punk DIY look is spot on for zines , but high production values establish you as a publisher to be reckoned with.(VB, KA)
- It’s not cheap and finance is hard to come by. You may need to self-fund or crowd-source funding. Print costs for 3000 copies can be £4000 – and then you have 3000 copies to sell or store. (MU, MW)
- Cover and title are what sells, so don’t skimp on those.(MU)
- If you believe in your idea, go for it! (MU)
Finding the right model is crucial, and the “commission book, print 3000 copies, sell book” model is no longer the only game in town. Michael Bhaskar of Canelo talked us through how to “do digital publishing properly,” with lots of love for the mid-list authors so apparently unpopular with the traditional publishers. Anna Jean Hughes of The Pigeonhole talked about moving from publishing new content to providing a service to existing publishers, via their “fitbit for your book” app; and David Cadji-Newby of Lost My Name explained the appeal of the print-on-demand personalised book (stressing that you have to ‘do personalisation properly’).
The final post-lunch session was a dizzying whirl through the world beyond words, with sessions from Anna Gerber and Britt Iversen of Visual Editions, whose work stretches from books in boxes to radio stories; Dorothea Martin from oolipo giving us tantalising glimpses of their yet-to-be-published smartphone projects, and Crystal Mahey-Morgan of Own It! stretching the boundaries of what a story can be – a teeshirt message, animated film, song, a book packaged with all of the above. After all that, it was a relief to hear her tell us: “Don’t let the tech get in the way of the story”.
Stories are the one thing guaranteed to take us all from zeros to heroes, after all.
Image: Charlotte Aston, @cjmaston.