Item: Getting the Word Out: Tips on Self-Publishing

Want your words out of your bedroom and on to the street? Street Cents talks to up and coming writers, artists, and publishers about their passion for the printed word and shows you how you can make your dreams of being published a reality.

We know you have important things to say, but the hard part is creating a medium where people can hear you. It’s not easy, as our experts will agree, but it’s rewarding and exhilarating to see your project come to life. Street Cents spoke to many young people involved in the industry, from many different backgrounds, who have been there and done that.

Remember…It’s a Labour of Love

Why would you want to self-publish? How about being your own boss! But being your boss isn’t always easy.

According to Emily Pohl-Weary, author and one of the creators of the zine Kiss Machine told Street Cents, "It's entirely self-motivated, which means if I don't do it, no one will. Sometimes that gets a little lonely."

And keep in mind it’s not a "get rich quick" plan. Every publisher, artist, writer, and creator we spoke with discussed the problem of money and not having enough of it. When Street Cents asked what the biggest obstacle was when it came to publishing – this is what our experts told us.

Nicole Cohen of Shameless, an independent, Toronto-based zine, said that "Money is a big one… we all have full-time lives and other sources of income and work on Shameless for free…" and Benjie Nycum of Young Gay America, an independent Halifax-based, internationally distributed magazine for LGBT youth and culture said "The toughest (obstacle) is having enough money…"

Clearly no one is getting rich off of independent publishing, so why bother?

For comic book illustrator and author Hope Larson it was simple: "I wanted to work with maximum creative freedom and eventually find someone else to publish my books."

For Benjie Nycum, publishing Young Gay America had a purpose. He told SC that "The aim of the magazine is to provide a voice for LGBT youth and their allies. The magazine is just like any other magazine and aims to normalize or make mainstream LGBT youth culture and experience."

For Kiss Machine, a Toronto-based zine that focuses on art, literary culture, and political views, the purpose was different, but no less important to publisher, Emily Pohl-Weary. "I wanted to create a fun, sexy, woman-run literary magazine that was a meeting place for innovative, unusual talents…Judging by the number of emails and submissions we get each issue, Kiss Machine is a forum for readers, writers and artists who don't feel at home in more mainstream publications."

With Shameless the words may be different, but the sentiment is still the same: "I think the magazine has challenged what it means to publish media for teens, and has helped bring a feminist presence into teen media. We are trying to challenge the way people think about girls and young women, and are trying to provide space for young women to share ideas and talk about issues that are important to them. We are also trying to reach girls who live in small towns and don’t have access to independent and alternative media. I think the magazine has become really important to a lot of Canadian girls, and we often get emails thanking us for putting a new perspective out there, and for taking them seriously."

Have No Illusions About the Power of Money

Being in control of your own publishing destiny means that you’re also in control of your own finances and unless you bathe in money regularly, they will be limited.

Every publisher that we interviewed stated that their biggest obstacle in getting started was not having enough money. Publishing your own magazine or book is rewarding because of the creative control it gives you over your work, but those looking to go full speed into self-publishing shouldn’t be blinded into believing that they’re going to be an overnight sensation sleeping on a bed of money.

When asked by Street Cents what the toughest obstacle was in producing Young Gay America Nycum told us "The toughest obstacle is having enough money. To start a magazine in the North American Market, you need to have about $500,000 to spend building market share as a minimum. We have only $100,00 and it’s just about all spent. We need an investor."

When asked if it had gotten any easier to publish Young Gay America - the magazine is in its fifth issue - Nycum responded, "Putting the magazine together has its challenges but they are all easy to overcome, there is a spirit to putting together a magazine that is addictive and fun. The challenges are mostly dealing with all the expenses and the enormous amount of upfront cash to cover printing and shipping costs not to mention marketing costs."

So who shouldn’t self-publish? Our experts told us anyone who thinks they’re gonna be able to quit their day job, anyone who isn’t interested in the business side and anyone who can’t sell themselves and their work.

There are scholarships out there too. Like the Xeric Grant that gives financial assistance to self-publishing comic book creators as well as qualified charitable and nonprofit organizations. Artists from Canada and the United States are able to apply. The Canadian Council for the Arts also has money available for literary minds like yourself.

Promoting yourself may sound daunting, but it doesn’t have to be. Just because you’re doing it yourself doesn’t mean that it isn’t effective. Jim Munroe runs the website No Media Kings.org and has self-published two novels as well as writing a third for Harper Collins. In an article on his site he outlines the benefits of promoting yourself.

"Doing it yourself doesn't necessarily mean you'll be represented accurately or fairly, but it does mean one less filter between you and the media and/or the public. The great thing about promoting books is that it's hardly done at all in Canada… so a little goes a long way."

As for promotion, what methods does Munroe suggest you undertake?

Media Package

"A copy of the book accompanied by a press release-y letter with some basic hooks. Why should the writer/reviewer care about the book? Is there something timely/topical in there? Is the author controversial or cute? You're dealing with people who are numb to over-the-top superlatives and grandiose comparisons but who would secretly love to be intrigued and delighted."

Promotional Material

"This can be fun. Rule of thumb: everyone loves stickers, everyone hates ads. Make something cool that you'd want to have, something appropriate to the book. The more time spent thinking laterally usually correlates to less money spent."

Website

"I've found it especially useful for providing material to reporters - they can quote me without ever talking to me, which suits me fine. Other uses: well, look around. You're soaking in it."

Launch

"This is your bestest friend. Not only a great excuse for a party, they're easy and cheap to organize and make a great focal point for media attention. Talk to the owner of a bar and they'll be only too happy to allow you to pack their establishment with potential drinkers, especially on a day that's not Friday or Saturday. Media can talk about you now outside the context of a review, because you're having an event. Make a flyer and give them to your friends, make a poster and put 'em where you put posters. Sell your books. If you're not having a launch, I'll expect a very good reason why not on my desk on Monday."

Sean Lerner, author of the TTC Subway Rider Efficiency Guide is a firm believer of the idiom that media coverage begets more media coverage: "Once a major news outlet covers a story (in my case, the Globe and Mail), the story has been validated and other media outlets, which initially may have ignored the story, will now cover it… Some media coverage begets more media coverage which begets even more media coverage."

Lerner also wasn’t afraid to contact bloggers with press releases about his project: "Send your press release to bloggers and podcasters. I figure a mention in a blog that will be read ten times less than a traditional media outlet will still generate the same amount of interest in your project, especially if your project is web-based. This is because a blog reader has only to click a link to check out what you’re doing."

Hope Larson also believes in the power of the internet to promote work: "I get a lot of work from people who've seen my work on the internet and people I've met on the internet. A website is INVALUABLE, especially for an artist just starting out."

Remember…It’s a Business

Being your own publisher may be your dream, but remember to not get caught up in a dream world. Simply publishing your first issue of your magazine isn’t enough, if you want to make things last you have to think ahead. Don’t go for broke, plan out what you want to do, and don’t run through all your resources right away.

Keep in mind that, although coloured inks and nice papers look nicer, they’re much pricier too – you’re gonna have to limit your creative choices.

Nicole Cohen of Shameless points of that although it’s nice not to have to answer to advertisers and their demands, it’s pretty hard to have a magazine at all without some form of advertising. You have to figure out a balance.

MacDonald in his guide to book production, at No Media Kings.org, outlines the importance of a good looking cover: "And if you’ve bothered to write a book, do yourself the favour of admitting that you want to affect others by sharing it. It sounds trite to say, but most buyers do judge a book by its cover."

MacDonald suggests that once you’re finished writing that you track down a designer for your work. MacDonald dissuades young writers from using a print shop for design purposes as the option is expensive and "you can’t guarantee that they care about your project." MacDonald recommends finding a friend or relative whose previous design efforts you like. If you want your work to look professional, make sure you have a favourable opinion of their portfolio. You need to convey to readers that your book is worth forking money over for and the design of the book is very important to this.

Be aware of your resources and use what you have, Shameless may not be a household name, but it isn’t for lack of trying. Shameless is ambitious and its makeup reflects that.

"It takes a whole team of dedicated volunteers to publish and sustain the magazine. We have two editors and publishers, one art director, a subscription manager, an ad sales manager and a webmaster. We also have an associate publisher who plans events and thinks about the money stuff. We have a stable of writers and artists who donate their time and talent to the magazine. We also have a teen editorial board of about 12 girls in Toronto who advise us on content, help us promote the magazine and keep us in touch with teen life. So it takes a lot of people and a lot of time to publish Shameless. I think different magazines have different needs. We all work or go to school full time, so we work really hard in our spare time to get the magazine out."

It’s a Matter of Control

Overwhelmingly, having creative control of your work is the reason many writers and artists choose to go the self-publishing route.

When the publishers of Shameless set out independently publish their magazine they wanted the creative freedom that independent publishing provided because they wanted to create an alternative.

"We wanted to provide an alternative to the mainstream, and challenge teen magazines that are all about finding a boyfriend and the perfect shade of lipstick. We wanted to talk about things that are important to girls: their lives, school, activism, social issues, sports, technology, independent arts and culture – rather than portraying a one-dimensional vision of teen life. We also wanted to publish a magazine. It’s pretty rare that a journalism grad straight out of school can be the editor of a magazine. By self-publishing Shameless we get to have the magazine of our dreams."

The process of having your manuscript read and criticized by an editor is also an invaluable one. Rob MacGregor of Invisible Publishing explains, "I think it’s useful for authors – particularly those early in their careers – to try to develop relationships with publishers and sell their work. A publisher can help you see more clearly areas in which your work is weak, refine your ideas, and assist you in developing/targeting an audience."

Conclusion

We’ll wrap up here but the story is just beginning for you! Be smart, be savvy and make all the connections you can. And it’s ok to practice your autograph for your first major book signing – just don’t let your big dreams cloud your road to success.

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• Emily Pohl-Weary
• Kiss Machine
• Young Gay America
• Shameless
• Hope Larson
Oni Press