Loose Change

http://fogcitydivas.typepad.com/dishing_with_the_divas/2007/04

What are the benefits of writing for a small press like Loose Id?

As a small press, we have the time to give authors individual attention. Our editors work in partnership with their authors, providing guidance on what the author does well, where she could improve, and how she can best develop her writing career. (I'm using a female pronoun here, but Loose Id also has several very talented male authors). We devote time and attention not only to the author's writing, but to assisting the author with marketing and promotion. And unlike other large publishers, the owners of Loose Id are always available to speak with authors. We're also more encouraging when an author wants to spread her wings and try new things. A large house would be reluctant to take a risk on a project that doesn't fit the mold, but at Loose Id we welcome the unusual. We always want fresh, interesting stories that break out of genre conventions. Try to shock us -- we dare you.

What was the genesis of Loose Id? What made you and the other co-founders decide to start a small press?

I often wonder if we were crazy at the time. I was already an author -- did I really want to be a publisher as well? Seriously, we each had extensive publishing and business experience. We'd done a good job making other peoples' companies successful. Forming our own publishing company seemed like the logical next step for us professionally. Our vision was to create a company that helped authors take their careers to the highest level possible. We also wanted to create a company with a hip, smart, and fun image -- a company that made erotic romance appealing to hip, smart, and fun readers. But in all honesty, our primary motivation was to give authors and editors the appreciation and support they deserve. It sounds corny, but it's the truth.

I feel like there’s a perception that anyone with a computer can start up a small press. Can you share some of the hard truth about what’s really involved

I'm chuckling. To do a thing well means putting in a significant investment -- not just of money, but of time. We spent over eight months developing the Loose Id name, our business plan, our reader and author community, our branding, and our Web site before we sold a single book. We invested a lot of time in hiring the best editors, wooing a solid stable of launch authors, soliciting manuscripts, and interviewing cover artists. The Web site went through several design iterations before being thoroughly tested, not just for "bugs" but for ease of use (my specialty). We studied the plethora of electronic formats available and developed processes for generating our books in the formats we judged to be stable and widely used. We began building our reader community six months before we launched, sharing our progress, publishing newsletters to create interest in the brand, and encouraging authors to join the loop to build a relationship with their soon-to-be-readers. On top of all that, we went through lengthy rounds of edits on legal documents such as our contracts and our partnership agreement, and we put bookkeeping and financial processes in place to ensure that we could keep track of royalties, income, and expenses. Sure, we probably could have rushed the process and started with a bare-bones URL, but we're perfectionists. We wanted to make sure we got it right the first time so that our authors and customers would have a smooth, enjoyable experience from day one. I'm happy to say we are growing each and every quarter, and many of our authors have successful careers, both with us and with major New York publishers. I always knew Loose Id would do well, but it's exceeded my wildest dreams.

 ---Doreen DeSalvo, www.doreendesalvo.com