WEAVING THE WEB

Exploring Independent Publishing
A Conversation with Harry Pariser
by Ron Mader

PLANETA FORUM

Harry Pariser is a noted author and an accomplished activist. The following Q&A was conducted in 2005 and updated in 2007.

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Tell me the story. Why did you create your own business instead of going through a traditional publishing house?

I decided to start my own publishing company -- Manatee Press -- for a number of reasons. I had already dealt with two publishing houses. I had less than wonderful experiences with both, but the last one I dealt with was particularly unreasonable.

This publisher still refuses to release digital files to me for out-of-print titles, insists on reprinting out-of-date material, and has used maps from my books in other titles. He initially refused to release rights to me for all of the books unless a publishing house would pay U$150,000 and would pay only US$1,500 per title for rights to my material. And, as the major publishing houses already have titles to my destinations, there was little choice in the matter.

Also, publishers have compensated for increased discounting by lowering royalty rates to absurd levels, as low as 10% of net! It is impossible for an author to make money under these circumstances. Even if you sell less than one-fifth as many books, you can still make more money than by going through a publisher. If your book only sells a few thousand copies, the publisher can still make out quite well. Modern processes save them time and money, but that savings is being sequestered rather than distributed to the authors.

Has your strategy worked?

So far, I have been successful. I have been able to implement the design styles I wanted in my book. The technology has advanced to the point where an individual can do the work of an entire staff, donning the hats of cartographer, typesetter, darkroom tech, and layout person.

The book distribution industry remains archaic. Two large chains dominate the scene, and only two buyers determine what every store will buy. Stores in chains can not order on their own, and your book may not be placed in the right stores in the chain, simply because a buyer does not know that a lot of people travel from NYC to Barbados but not from Duluth (for example).

Logically, stores in major metropolitan areas should have more copies of Costa Rica than others. But that is often not the case. If chains (or independents, for that matter) put only one copy in the store, then your book is effectively out-of-print during the reordering process (which may take up to a month). Independent bookstores are dwindling and increasing competition makes it harder to get books on the shelves. Foreign distribution is more difficult for small publishers.

The internet offers up new marketing possibilities, but the high rollers are moving in and controlling the search engines. For example, clicking on Yahoo! Travel brings you to a Lonely Planet page with LP's guide.

On the other hand, I've been able to get distribution where I was unsuccessful before. Our titles are now available in Costa Rica, Puerto Rico, Barbados, and the United States and British Virgin Islands. We have been reviewed in publications as diverse as Bostonia and Travel Weekly.

We have individual websites for three of the titles: Explore the Virgin Islands, Explore Puerto Rico and Explore Costa Rica.

What are some of the advantages/disadvantages of independent publishing?

Greater control is an advantage. For example, I had various problems with the maps. Maps would roll into the gutter and even be misplaced in the book. For example, the Puerto Viejo de la Talamanca map in my old series of Costa Rica was placed in the Puerto Viejo de la Sarapiqui section. Charts were often misplaced. If I make mistakes now, I am responsible for them.

I now can decide how I want the book to look. Publishers rarely consult with an author on a cover, for example, but the author is the person best suited to select a cover. The bulk of my books put off potential buyers. Now, I am able to select a suitable size and paper quality. I am also able to put black-and-white photos in the book. I was told that "the computer doesn't have enough memory to do this" by my former publisher. And I am now free to use a professional page layout program which can make drop shadows and other special effects.

For Barbados, I obtained historic photos which allowed visitors to see how things once were on the island. Digital photography has opened even more possibilitiies.

There are some disadvantages. Multi-title series have an easier time getting into stores and libraries in greater quantities.

The disadvantages of setting out alone are not greater than dealing with a publisher. Publishers do very little editing these days and are basically concerned with staying in business, which means pumping out as many titles as possible. More and more, the author is being pushed to the periphery. I'm taking on more risk, but the reward is substantially greater. I'm now able to cut the necessary deals for overseas distribution. And I can be sure that a promotional copy is sent out if one is needed. The one drawback is that this takes more time.

Tell me about how you cover Costa Rica. What does your book have that other books don't have?

I think that Lonely Planet's and Moon's books are becoming increasingly sterile. Bill Dalton's Indonesia Handbook, the flagship book in the new genre of travel guides for individual travelers, i.e. backpackers, had a great deal of personality. Of course, there were some mistakes, such as reporting that a family of missionaries had been eaten by cannibals when they had not, but it was entertaining to read.

Likewise, Tony and Maureen Wheeler's Southeast Asia on a Shoestring was entertaining to read. These were the books that launched Moon and Lonely Planet. I feel that the color has been largely drained from these series these days.

The titles have become corporate, and the content reflects this. My book preserves a sense of humor. It is not for the Disneyland set. While I also write for people who have money, I haven't forgotten those who are in search of low-budget travel and volunteer experiences. I try to provide a lot of background material that competing guides do not have. I also include numerous tips, web sites, email addresses, and special features such as a message board and mailing list. Just as Adobe and Apple offer online upgrades for their software, I offer up-to-the minute revisions. And I invite readers and hoteliers alike to participate in the process. Palm pilot books are also forthcoming.

Why "Manatee Press?"

I wanted to find a memorable name for my press. A great part of Lonely Planet's success has been due to their company name, so much so that they have dropped "A Travel Survival Kit" and the authors' names from the cover and left a banner for the company. The Rough Guides tried Real Guides in the US, before switching back to "Rough." Bill Dalton, famously, chose Moon Publications when he saw a moon reflected in a well in Goa, India. Until they gained market share, it hurt them because the first association that came to mind was the "Unification Church."

Manatees are found (or were found at one time) at nearly every destination I write about. They are endangered, and their only enemy is us. Pandas are much cuter, but the WWF has already appropriated them, and, besides, they don't reside in the Americas.

Nobody can pronounce my name correctly. And, in any event, I think it is silly egocentricity to name ones press after oneself. It only helps you if you started decades ago like Frommer and Fodor. I chose "Save the Manatee" because a) it is more appealing than "Manatee Press." b) I am hoping to use the site to actually do something for these creatures in places such as southern Belize. If anyone reading this has any ideas, please contact me.