Interview with Steve Scholl of White Cloud Press

Steve Scholl is the founder of White Cloud Press in Ashland, OR.

H: When White Cloud was founded in 1993 did you know you wanted to publish in the genre of spiritual inspiration?

S: Originally I wanted to publish books on world religions that were somewhat academic-but not too academic. We started White Cloud in Santa Cruz, but the cost of living was so high we decided to relocate to Ashland.

H: During your presentation in Edwin Battistella’s History of Publishing class you mentioned that Paul Grilley, the author of Yin Yoga, was especially involved with the marketing of the book. Do you work with many authors who understand the importance of entrepreneurship?

S: Yes, authors with a mission and a concept of entrepreneurship are what we look for. There are lots of talented and capable marketing-saavy authors out there with a good message to give the world. We have been lucky enough to work with strong writers who are very active.

H: What is the typical production run of a publication at White Cloud?

S: Usually a minimum of 2,000 and a maximum of 5,000. We hope to sell around 3,000 copies for a book to be successful. It isn’t wise to overprint, plus it’s easy to reprint if the demand is there.

H: What are the most successful books White Cloud has published?

S: Approaching the Quaran and Yin Yoga.

H: How many employees are there at White Cloud?

S: Around four or five full-time employees.

H: Does White Cloud publish ebooks?

S: Yes. We publish for the iPad, Kindle, Nook, etc…

H: Have you done much writing or have you always wanted to be on the publishing end of the business?

S: I’ve done a fair amount of writing, but not too much. I’ve published academic papers for magazines such as “The Encyclopedia of Religion” and the Flagship Paper for the United Church of Christ. I’ve also written book reviews for the Oregonian.

H: Has the rise of self-publishing impacted small presses like White Cloud?

S: Yes, somewhat. However, people who don’t use the services of a publisher and editor tend to appear amateur. I think experienced writers can pull off self-publishing because they have a background in the business. Everyone needs an editor though, even editors need editors. I feel fairly secure in our business. We strive to produce books that look like they are out of New York and to help our authors. You can’t get that from self-publishing.

H: Were you in the publishing field before White Cloud?

S: I bailed out of academics because I saw there weren’t many jobs and I went on to work for a small publisher and gained some experience before starting White Cloud.

H: Do you turn away a lot more book proposals than you take on?

S: Yes, definitely. We get around 20 proposals a month and generally publish six books a year. We would like to publish around nine or ten. I would estimate that 60%-70% of the books we publish are by authors who approached us. The rest are by authors we sought out.

H: What is your favorite and least favorite aspect of the business?

S: My favorite part is finding great new material and helping authors share their work. My least favorite part of the business is the business part, the economics, etc…

H: What is you dream book to publish?

S: There isn’t a specific author and I know we can’t take an a-list author away from Random House, but I would love to find an author with a great idea and put him or her on the New York best seller list.

H: Do you have any advice for people who want to enter the publishing business?

S: Go for it. There are jobs out there, you just need to find out which aspect of publishing you’re interested in. Also, take classes in marketing and copy editing. Skills with InDesign and other programs will be very helpful too. Become fluent in social networking! This is key these days.

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Useful article plus a term wrap-up!

Recently, I came across this article: 10 Simple Ways to Double the Speed of Your Writing I thought I would regard this article as a sort of additional guest speaker, as the writer covers similar tips to the folks we’ve heard in class so far, except that all those tips are more or less compiled in one place.

Anyway, as the title suggests, the article is about how to write faster, something I personally have problems with.  I am the slowest. Writer. Ever.  Most of the things the article says are bad to do, are things I do.  After reading this article a few weeks ago, I was extremely motivated to take these tips to heart!

Of course, I sank back into my old ways, particularly due to the extreme stress I’ve been under lately to finish everything by graduation.  My brain keeps telling me, “FACEBOOK. FAAAACEBOOK” when it should be creating and thinking.  Regardless, there are some great tips in there that I’ll definitely implement…at some point…after finals are over…maybe.

What I’m figuring out is that there’s a difference between reading tips on how to become a better writer and really taking those tips to heart.  For example, number 9: “Replicate the Zone.”  I can think, okay, sure, I’ll do that, or I can actually sit down and do it.  This statement may seem obvious, but I find that most of the time when I write, it’s with surface interest, there’s no actual attempt at trying to write better or more efficiently. Part of being a writer is trying to do well, instead of just mindlessly writing, which admittedly, is what I do a lot.

Even something as simple and obvious as this article, an article whose ideas have been reproduced in various forms possibly hundreds of times, can help, as long as I stay in the right mindset.  I’m also incredibly thankful for the advice from all the guest speakers we’ve had this term.  It’s been great learning how to write from people who already do it for a living.  Sometimes I don’t feel prepared for the real world, but knowing I’m getting tips from individuals with real world experience results in a huge weight off my mind.  This has honestly been one of the most useful classes I’ve taken at SOU, useful in the immediately practical sense, that is.  I still consider taking tons of literature classes useful, but in a different way!

To wrap up, thank you all for your posts and input!  It’s been good.

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“Amazon’s $23,698,655.93 book about flies”

This article was interesting to me because it showed how careless people can be when it comes to technology. People seem to forget that computers are machine who do as they are told. They do not have the ability to think rationally so of course a computer that is told to up a price a certain amount depending on other sales and what not would just continue to up the price. Any person who looked at the price would have seen the problem but a computer doesn’t work that way. This article reminds me why people dislike computers. If a computer takes a second too long to load what does the user do? They push the button again, pause, push it again and again. This only confuses the computer and then it tries to open the clicked thing over and over. This would be the equivalent of trying to finish a thought with someone saying, “Tell me now, tell me now, tell me now!” It would not help but hinder the situation. This article was entertaining and goes to show how people are usually at fault not the computers they blame.

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History of Publishing Presentations

I just wanted to let everyone know that I really enjoyed presentations today. I learned a bunch of new information about publishing and publishing related info. I wanted to point out somethings that I found interesting and I apologize for not knowing everyone’s names so I’m sorry if I got anyone’s names confused. Please feel free to leave a comment to correct me if I put the wrong name to a presentation. I really liked that Melody explained the difference between fantasy and science fiction because I have asked this question multiple times and I get a different answer every time. Melody’s definition was a big help! Hannah’s presentation on travel writing  was interesting. I had never thought of fiction pieces as travel writing pieces because I had never thought or heard of that before but it makes complete sense. Heather’s story about her editing experience was very informative. It gave a new look into how hard editing really is as a job and that it can be just as hard on the editor as the writer. Brett did an awesome job with giving a comprehensive history of e-books, the history of internet, and the combined history of the e-book and internet. Kirsten did an amazing job with showing censorship with a hint of humor which made the presentation that much more engaging. Sam’s presentation on the setup for making a small publishing company was extremely informative. The fact that writers can actually influence the image of a small publishing company was an interesting fact that I hadn’t realized before.

I am breezing through these really fast but I just wanted to give some feedback on the presentations. I thought they were all extremely well written, put together, and delivered. They were informative but entertaining at the same time! Good job all around!

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