Defining the word “independent” isn’t so difficult.
in-de-pen-dent
adj.
1. not subject to control by others (see self-governing)
2. not affiliated with a larger controlling unit
There. Did it. Thanks, online version of Merriam-Webster!
What has traditionally been difficult, however, is maintaining success as an independent book publisher. Why? Because starting a business from scratch is really damn hard, and maybe even more so when it comes to book publishing. Not everyone enjoys reading to the extent of spending their hard-earned dollar on the primary product offered: a book; those that do enjoy reading to the point of purchase might not have the time or energy to explore something new, and challenging, like the indie author over there experimenting with form—instead, they mosey to the familiar, the crowd-pleaser, the chart-topper; if that isn’t enough, imagine that person that does want something new, and challenging, and imagine them being faced with having to choose from 1,000s of independent publishers just like you.
So, in a market so diluted, in a market so loud, the question to ask may not be Why?, but How? How on earth can an independent publisher find an audience and keep them happy despite such frequent shifting of the industry? How on earth can they offer something that—from the self-publisher over here to the powerhouse over there—no one else can offer?
To scratch the surface of these questions, you’ll find a list below of four independent publishers that we here at Orson’s look up to—for finding that audience and keeping that audience happy, for knowing when and when not to shift with the industry, and, most importantly, for offering what no one else can: a unique experience.
Enjoy, and be sure to stop over on their beautiful sites (links provided in descriptions).
Tin House
In Their Words:
“The first issue of Tin House magazine arrived in the spring of 1999, the singular lovechild of an eclectic literary journal and a beautiful glossy magazine. Publisher Win McCormack said of the effort, ‘I wanted to create a literary magazine for the many passionate readers who are not necessarily literary academics or publishing professionals.’”
Why we love them
If you pick up an issue of Tin House magazine—physically pick it up—do so knowing that it’s a feeling you’re unlikely to replicate. Really, the magazine is that nice. The literal size of it is perfect for your messenger bag; the weight of the cover of is spot on; the artwork is clean, sleek, and beautiful.
You just can’t wait to retreat back to your reading corner, flip it open, and admire the decisions made to produce something of such high quality.
What We Wanna Read
A Hanging at Cinder Bottom by Glenn Taylor
Two Dollar Radio
In Their Words
“Two Dollar Radio functions on a no-wasted bullets policy. You won’t find jokebooks or bathroom readers camoflauged in our lists. In the work we produce, we value ambition above all, and believe that none of our books/films crimp to convention when it comes to storytelling or voice. Ideally, that contributes to a liberating reading/viewing experience. Our primary interest lies with what we would characterize as bold work: subversive, original, and highly creative.”
Why we love them
Check this out, regarding the origins of the name Two Dollar Radio: “The name has its origins in a San Diego bar, when the bartender/publisher (Eric Obenauf) was doing his best to ignore a belligerent old day-drinker who realized it and blurted out, ‘Don’t mind me, I make more noise than a two-dollar radio.’”
Don’t be fooled by that story, nor by the “No suits allowed” screenshots you’ll find on their website—Two Dollar Radio takes their work very seriously. They just do it in a very approachable way. Just check out the math formulas for their books.
What we wanna read
The Reactive by Masande Ntshanga
Dzanc Books
In Their Words
“Dzanc Books was created in 2006 to advance great writing and to impact communities nationally with our efforts to promote literary readership and advocacy of creative writing workshops and readings offered across the country.”
Why we love them
In addition to the love and respect we have for Dzanc’s community-building efforts, we really love their commitment to eBooks. Yeah, really. You can find so many of their titles available on eBook through their site, rather than, say, an Amazon. Which to us signals that they have their eyes and ears pointed to the future, whatever it may bring.
What we wanna read
The Doctor’s Wife by Luis Jaramillo
Black Balloon Publishing
In Their Words
“Here at Black Balloon, our small dedicated team ensures our authors receive the attention their books deserve. We celebrate crossing genres and embrace new forms of storytelling. We believe enthusiasm is contagious; we seek to catch it and spread it. And we use our freedom as an independent publisher to take risks, collaborate, rewrite industry rules, and diversify the selection of books available to readers today.”
Why we love them
In a word: fluidity. As it states in “In Their Words,” Black Balloon is ready and willing to take risks, both large and small. And that’s one of the biggest perks for independent publishers, right, the fact that they don’t have to adhere to genre if they don’t want to, that they don’t have to bow before prestige, that they get to make their own damn rules?
Black Balloon does their own thing, and they’re in no rush to define what they deliver. We love that.
What we wanna read
And Every Day Was Overcast by Paul Kwiatkowski