Posts by Molly Joss Out Loud

Molly Joss, the owner and founder of the Joss Group, launched the company in 1994 to provide editorial, marketing, and management consulting services to publishing companies and business-to-business and consumer product suppliers. Before starting her company, the Joss Group, she was the Marketing Director for Seybold Publications, an internationally known group of high-tech newsletters. Also during her time at Seybold Publications, Molly was the company's Technical Editor. Earlier in her career, Molly held a series of increasingly responsible positions in sales and marketing, software testing and analysis, writing, and editing. She is an experienced teacher and trainer and has done extensive charity work in the non-profit sector, both domestically and overseas.

Voting Always Matters, So Be a Patriot and Vote, America!

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The reasons United States citizens do not vote or even bother to vote are complex and numerous. Yes, some people feel their votes do not make a difference, while others take pride in refusing to take part in what they consider to be a charade of some sort.

And, in some parts of the country the states themselves make it difficult to vote. Take Pennsylvania, for example, just one small example. Pennsylvania refuses to allow people to vote early or to move voting days to the week-end or do anything else to make it easier to vote, such as automatic registration.

By the way, the fact states make it harder to vote than it should be is a clear indication some people are afraid of letting more people vote. Some politicians and manipulators want to create a virtual voting machine that swings elections their way. Letting just anyone who is truly eligible to vote do so would throw a spanner in their works.

Well, none of that matters today. It never did matter. And it won’t matter tomorrow, on the day of the most crucial mid-term elections this country has had in decades. Tomorrow could be, I hope, the beginning of a new, better, brighter era in America.

So, if you are registered to vote, get out and vote tomorrow. Just do it.

If you are not registered to vote, get that job done right away. It’s easy, it’s quick, and it’s free. And, it’s part of your job as a citizen. You won’t be able to vote tomorrow, but for ever after, you and and you should. Find out more at https://vote.gov.

Remember, people who do not vote should not complain about the kind of government they get as a result. If you are eligible to vote, you should vote. Period. Oh, and make sure to take a picture of your sticker (see above) after you vote and share it around and wear it proudly.

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Researchers Develop Memory Aiding Typeface

In the Seybold Report newsletter, we love reporting on typefaces, especially history of type design and new typefaces. I laughed out loud when I learned about this new one (see below), and, of course, we had to share the news with the Seybold Report subscribers in the last issue (18.19) of the newsletter, which published earlier this month.

“Researchers Doctor Janneke Blijlevens and Doctor Jo Peryman from RMIT’s Behavioral Business Lab (Melbourne, Australia) collaborated with the School of Design to produce a typeface specifically designed to enhance memory retention. They dubbed it Sans Forgetica (pun obviously intended) and say the design helps prompt the brain to remember more content.

To download the Sans Serif typeface and learn more please visit http://sansforgetica.rmit. To view an explanatory video and learn even more, please visit https://www.rmit.edu.au/media-objects/multimedia/video/eve/marketing/the-science-of-sans-forgetica-the-font-to-remember.”

To learn more about the Seybold Report newsletter and to subscribe, please visit our corporate Web site: http://www.thejossgroup.com and click on the Newsletters tab. And, we hope you will apply for membership in the community if you are a graphic arts, printing, publishing, or design professional.

Self-Publishing Authors Set Record! More than One Million Books Self-Published in 2017

 

Self Publishing Book Authors Set Record in 2017

Congratulations to self-publishing book authors for making 2017 a record breaking year in terms of raw output! Bowker has published a study on just how prolific these authors were last year. Here is how the company describes the impressive growth rate:

“The clear message communicated by the 2017 data is self-publishing is still evolving, still growing at a rapid pace, and shows no signs of slowing down. The largest increase was in print books, showing an increase of 38%…Self-publishing grew at a rate of more than 28% in 2017, up from an 8% increase during the prior year. The total number of self-published titles grew from 786,935 to 1,009,188, surpassing the million mark for the first time.”

Wow!

And, to help answer a question I get asked a lot, “Who should I turn to to help me publish my book myself?”

“CreateSpace, which recently announced it would become one service with Kindle Direct Publishing (KDP) and offer enhanced distribution and other services to former CreateSpace customers, was very strong in 2017 and accounted for the bulk of the increase, growing a robust 50%. Looking ahead, we don’t expect any decline in Print On Demand self-publishing as CreateSpace authors move to the KDP platform. In fact, the three major service providers supporting indie authors, CreateSpace, Smashwords, and Lulu, accounted for over 88% of all self-published print and e-book titles in 2017.”

Although Bowker doesn’t mention IngramContent, we’d be remiss if we did not mention this service, and just the other day we got a press release from Meridian Publishing Network about a new service the company is offering designed to help people start their own small book publishing company.

So, there are a lot of options for publishing your own book (contact me if you want to know more), but I am delighted to see this uptick. I think self-publishing or running a small book publishing company can be a great way to express one’s creativity, business acumen, and maybe make some money, too.

To access the full Bowker study, please click here.

Signal Boosting: Copycat Recruiting Sites Targeting Our Military

Wanted to do a little signal boosting here as this recent Federal Trade Commission (FTC) news is important. Apparently, there are incredibly sick and devious people out there who have put together fake job recruiting sites targeting our military!

From the September news brief from the FTC:

Service members understand the serious responsibility of enlisting in the armed forces. But some companies may try to take advantage. If you or a loved one is visiting military recruiting Web sites to research or enlist, don’t get the wrong impression. Double check that the military recruiting sites you land on are official Web sites of the U.S. Armed Forces, not ones in disguise made to collect, and sell, your personal information.

According to a settlement just announced by the FTC,Sunkey Publishing, Inc., Fanmail.com, LLC, and associated companies ran online ads and Web sites like army.com and airforceenlist.com. These sites and ads looked like official military recruiting channels. But they weren’t. The FTC says people were tricked into thinking the information they shared would be used only for recruiting purposes. Instead, the companies sold people’s information to post-secondary schools as marketing leads. Even though these websites said they wouldn’t share people’s personal information. What’s more? The FTC says that Sunkey then used the numbers people shared to call them – pretending to be military reps and pitching post-secondary schools as though the schools were endorsed by the U.S. military. Which they weren’t.

Read the full news post here: https://www.consumer.ftc.gov/blog/2018/09/copycat-recruiting-sites?utm_source=govdelivery to find out how to spot the fakers and report them.

The Invaluable Role of Enthusiasm in Book Publishing

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The act of publishing is essentially the act of making public one’s own enthusiasm. Robert Gottlieb

In terms of the timing for this blog post what caught my attention first was a press release. I get press releases about new books all the time, but this one got my attention because it spoke to me of enthusiasm, genuine enthusiasm.

Frankly, I am not a boxing fan, but I am a fan of books and this line rang all the right bells for me: “We love boxing and books in equal measure,” says Kyle Sarofeen, Publisher and Principal of Hamilcar Publications, “Our aim is to share that passion with book buyers worldwide.”

So, here I was interested in a boutique publishing company just getting underway with a focus on the world of boxing. From the press release: “Supported by a dedicated, engaged, and loyal community of boxing fans, Hannibal Boxing will officially launch, in Fall 2018, Hamilcar Publicationsa book publishing imprint that provides a first-class home for authors and offers the finest boxing books available. The boutique publishing company will target an underserved niche in the book industry—readers devoted to the world of professional prizefighting.”

I contacted the sender of the press release, their rep at Smith Publicity, and asked a few questions (see below). Back came, in a short period of time, the publishers’ enthusiastic answers. Interesting, I thought, and filed the notes in my Blog folder to await use for another day, another post, some day.

Then, over the week-end, I started reading a book about book publishing, Avid Reader: a Life by Robert Gottlieb. If you have not heard of him, you are like thousands, maybe millions, of other people. But, if you are a reader, you have read at least a few of the books he has helped edited in his many decades as a book editor, acquisitions editor, and executive at major publishing houses in New York.

Early on in the book, which is a memoir of sorts, Gottlieb describes a “milestone” moment in his “education about publishing.” In the early days of his career, while at  S&S, he championed the publication of a book he describes as “very European, very distinguished, and definitely elitist novel.” This was not the standard type of book S&S was publishing then, to say the least. But, his enthusiasm and (and, admittedly, his marketing expertise) helped sell 20,000 copies of A Legacy.

From this experience Gottlieb learned an enduring lesson, he says in the book he learned (emphasis mine) “the act of publishing is essentially the act of making public one’s own enthusiasm. Whenever I deviated from that principle over the following half-century and published halfheartedly, things did not go well.”

There it was again, the coinciding of the concept of enthusiasm with the business of book publishing. I thought, how true, how true, how true! So, of course, my mind returned to the recent press release, and I decided to make my next blog post sooner rather than later and write about the importance of enthusiasm not just in boutique book publishing, but book publishing in general.

My point: if you, as a publisher, are not enthusiastic about your topic, how can you expect your potential readers to be? As Kyle expresses it, love the topic and books in equal measure.

Kyle and Andy were enthusiastic about answering my questions and provided lots of valuable details (valuable to book publishers, self-publishers, and so forth). Here is some information about them, and their answers to my questions appear below the info.

About Kyle Sarofeen and Andy Komack

Kyle Sarofeen, Publisher and Principal. Kyle has worked in the book publishing industry in the Boston area for more than 15 years for companies such as Houghton Mifflin Harcourt, Quarto, and Pearson. His background is mainly in interior production and book manufacturing.

Other highlights include being selected as a jury member for the New England Book Show, and doing an editorial internship with the prestigious boutique publisher Shambhala Publications, which is where his career started. His passion for boxing started when he watched Marvin Hagler fights as a teenager growing up in Massachusetts in the eighties. In addition to his experience in the book business, he has an MBA from the University of Massachusetts Lowell.

Andy Komack, Principal. Andy has spent the past 20 years helping entrepreneurial companies with their digital marketing strategies and strategic partnership development. He founded and ran a digital marketing agency, which he sold to his partner in 2007. After selling agency, Andy worked with some of the most entrepreneurial companies in the Boston area, including DraftKings, where he created dozens of partnerships with some of the most-recognized teams in sports well as other sports marketing partnerships that added value to DraftKings’ unique brand of fantasy sports gaming. He has an MBA from Babson College.

My Questions, Their Answers

Q: What made them choose boxing?

[Kyle] Boxing has always been a passion of mine. I was heavily into sports as a kid, played some college soccer, but boxing is the one sport that held my interest throughout my twenties and beyond. What appeals to me most about it, and as we highlight in our “About Us” statement on our Web site, is the history, the artistry, and the culture of it.

There is really no other sport like boxing, in my view, when it comes to those elements. There is a real literary tradition that runs through the sport. Norman Mailer and Joyce Carol Oates come to mind as two literary icons who wrote books about boxing.

Another thing I like about it is it has not become corporatized like the four major sports in the United States. Some may point to its corruption, which is, of course, an issue; but some of the unseemly elements, it must be said, add color to it too. Don King, for example, is a scoundrel, but he is not boring either.

As for choosing boxing as a category, it was a simple decision. It occurred to me about four or five years ago that there was definitely some sort of competitive advantage there because boxing, and books were my two main passions and, to a degree, obsessions.

I had worked at trade houses like Houghton Mifflin Harcourt and Quarto and I knew no one at those places knew anything about boxing to the degree that I did. It is not really a criticism, of course, but the established trade houses are generalists ,and I knew any editor acquiring books for them would never in a million years be as plugged into the boxing community as I was, and be as versed in the sport as I was.

Plus, being a production editor and production manager, I knew how to put a book together. That is the hard part, if you ask me. Book production is more like a trade, like being a carpenter; choosing books to publish in a sub-category you are already totally immersed in is fairly easy, intuitive.

Q: Have they been involved with other boutique publishing companies in the past, if so, what topics and how did those businesses do? If not, how did they come upon the idea and what do they find most appealing from a publishing and business standpoint?

[Kyle] My first experience being in a publishing house was when I did an editorial internship at Shambhala Publications, which is the foremost publisher of books on Eastern religion and spirituality in the West. Shambhala is the only boutique house I was ever involved with, and to my mind it is one of the best.

The thing that struck me then was the production and design quality of their books. The typography was and is beautiful, as are their cover designs, and their manufacturing and editorial standards are extremely high. Everyone there loved books and they were plugged into that community too–deeply. I see us fitting the same profile as Shambhala in all those ways, but, of course, we are publishing books about boxing and not Buddhism. Different worlds, to be certain, but our approach from a publishing and business standpoint is very similar.

[Andy] We have a fully integrated and robust marketing plan in place that we believe will set us apart from most publishing companies. Of course, there are the traditional tactics of smart PR and working hard to have our titles reviewed in the right places.

Retaining Smith Publicity was an important step in that regard. We were lucky we attended the most recent Book Expo and struck up a friendly conversation with them. Not many PR firms would be willing to spend so much time with a pre-revenue book publisher.

Also, when it comes to marketing and advertising, our use of targeted advertising across publishing trades, boxing media properties, social media ads that pinpoint likely readers of our style of books, Amazon ads, and advertising on Google for targeted phrases related to our category and titles, is only one small part of the plan.

Perhaps our greatest strength is in our approach to content marketing and becoming part of the boxing community. We have arguably the best staff of writers for our content Web site. We were lucky enough to have Carlos Acevedo come on board as the editor for our Web site and as a contributor. Carlos is widely viewed as one of the best boxing writers today.

And, Carlos brought on a team that is absolutely superb – Oliver Goldstein, Sean Nam, and Jimmy Tobin were the first on board and they cemented our place as delivering superior boxing content. With the addition of writers like Paul Beston and Frank Lotierzo, it just keeps getting better.

This content program means we can connect with the first group of book purchasers we have to reach – a very discerning audience that looks for the best boxing writing out there. Of course, that content powers our ability to be found in search engines and, more importantly, have quality conversations on social media.

While we use Facebook, Instagram, and LinkedIn to share our content, Twitter (@hannibalbox) is where the real activity is in the boxing community. At this stage in our growth, it has been the quality of our Twitter community more than the number of followers that is generating momentum. And, the quantity of followers will naturally come as we continue to put out the highest-quality content and as our books come to market.

We are also about to send out our first monthly e-newsletter this month. And again, content will be a driving factor. Carlos recruited Steve Kim, one of the largest personalities in boxing journalism today, to write a monthly column for the newsletter. Having Steve write a column for our newsletter is a huge asset. And, with Carlos curating the other content, any boxing fan would find the newsletter an incredibly interesting read.

We also will be doing live events to reach our audience. Our plans include promoting our titles at events like the annual Boxing Fan Expo (next year, this coming weekend was too soon for us) and exhibiting at the Boxing Hall of Fame Induction Ceremony, where they allow companies to purchase space to connect with attendees.

Of course, there will be book-signing events, where we will be selective in our venues and looking to not only incorporate the traditional bookstore event approach, but also be creative and look to events at boxing gyms and similar venues.

The combination of everything in our plan is critical not just for raising public awareness and generating Amazon sales. We believe, due to the content and quality of our books, they belong on booksellers’s shelves and in libraries. Having strong distributors in place to help with on-the-ground sales is a key part of our strategy.

This includes having the right global partner. The market for boxing books is much greater in the United Kingdom than here in the United States. The United Kingdom will be a critical component of our success as a boutique publisher.

We also have two titles in manuscript stage that lend themselves to Spanish translation. There is a dearth of quality books about boxing in Spanish, and we know we can fill that void.

Last, but definitely not least, is our relationship with Ring 10, a charity based in New York that helps retired boxers in need. Boxing is a sport where there are no unions and no serious protections for future health and livelihood. Ring 10, run by former professional boxer Matt Farrago, is dedicated to helping anyone they can possibly help. They help retired boxers throughout the world.

The stories we have heard from Matt underscore for us how critical their mission is, and that if we are profiting from this sport, we need to give back. We first reached out to Ring 10 to see if we could develop a co-marketing program with them. We are still working on something formal, but we will be donating to the charity in some form no matter what. We have developed a deep relationship with Matt and we are committed to this cause.

Celebrate Museum Day: Get Free Tickets to Visit a Museum Saturday, September 22, 2018

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Museum Day is a wonderful annual program run by the Smithsonian Institution in the United States. Museum Day is a one-day event in which participating museums and cultural institutions across the United States provide free entry to anyone presenting a Museum Day ticket. Participants may download one ticket per e-mail address. The ticket provides free general admission on Saturday, September 22, 2018, for two people.

Here is the link to find out more, select a museum, and create the ticket: https://www.smithsonianmag.com/museumday/. Visitors to the page can search for a museum by location or by subject. More than 1,250 museums participate in the event. Participating is free, it is easy, and the Smithsonian does not bombard people who sign up with spam or sell the captured information (name and e-mail address) information. Spread the word!

By the way, a museum does not have to be a Smithsonian Affiliate to participate in the Museum Day program. The museum does have to be located in the United States. Here is the link to learn more and register a museum: https://www.smithsonianmag.com/museumday/registration/.

Graphic Arts Industry-Related Museums

Of course, there are many different kinds of museums participating; but a quick search for museums related to printing turned up more than 100! A search for museums related to the graphic arts and design turned up hundreds more.

Here are only a few of the many museums, large and small, related to printing, the graphic arts, and design participating in Museum Day 2018:

  • The American Bookbinders Museum (San Francisco, California);
  • The Cooper Hewitt Museum (New York, New York);
  • The George Eastman Museum (Rochester, New York);
  • The International Printing Museum (Carson, California);
  • The Museum of the American Printing House for the Blind (Louisville, Kentucky);
  • The Museum of Arts and Design (New York, New York);
  • The Museum of Craft and Design (San Francisco, California);
  • The Museum of Printing (Haverhill, Massachusetts); and
  • The National Museum of Women in the Arts (Washington, DC).

Please note, the Print Center in Philadelphia is also participating in the program, but this particular museum does not charge admission at all. In fact, many of the printing and design museums do not charge admission and yet participate in order to boost their visibility. So, go! Take a friend!

And, please spread the word to managers of industry related museums not yet participating in the annual program. Participating is free and an excellent way to get attention, visitors, and (potentially) donations.

Please share a link to this page and to the Smithsonian Museum Day information far and wide. Let’s fill up our country’s museums on Saturday, September 22, 2018!