I previously posted (on July 19^th) about my intentions to learn more about self-publishing, starting with a book called The Fine Print of Self-Publishing, by Mark Levine, who to my surprise is right here in the Twin Cities.  Since I want to explore various local options, I decided to contact Mark, who was generous enough to meet with me.  He’s the CEO and independent publishing Czar of http://www.hillcrestmedia.com.  Mark turns out not to be a serial killer at all, but a heck of a nice guy and an impressive entrepreneur in the rapidly evolving world of book publishing.  His offices are in a wonderful old converted warehouse, The Colonial Warehouse, in…you guessed it…the warehouse district here in Minneapolis, and the place was tony, hip, and busy as the proverbial beehive.  The Hillcrest empire employs about 25 full-time people, and consists of a number of imprints.

Bascom Hill is their high end publishing arm (http://www.bascomhillpublishing.com/).  You have to be assessed and accepted to be published by Bascom, and that means you have to have a national platform, be a celebrity of sorts, or have subject matter with a strong national or regional appeal.  The company also publishes its own titles in this imprint, including books by Don Shelby and Jason Lewis.

Two of their other imprints are Langdon Street Press (http://www.langdonstreetpress.com/default.aspx  and  Mill City Press, (http://www.millcitypress.net/) where authors can get print-on-demand publishing. Both these websites provide extensive information about their services.

Books published through traditional sales channels need strong sales and marketing support in order to have a chance with retailers.  Hillcrest recently hired Doug France, the former national sales director of three large traditional publishers.  Hillcrest is approaching book sales the same way any traditional publisher would.

Hillcrest Media also has an in-house editor they brought in from Simon and Schuster who heads up a three person in-house editing staff.  Their Bascom Hill and Langdon Street books receive both editorial and copy editing review.  Authors publishing with Mill City Press can add on various services available in-house, such as editing, marketing, publicity packages and distribution/fulfillment aspects.

Mark oversees this whole kingdom and has all sorts of irons in the fire for future plans related to independent publishing and marketing.  He said he thinks he has a big advantage in terms of his business, because he was an author first (two novels in addition to his self-publishing book), so he operates from the viewpoint of “What kind of services can I provide that I would want and can pay for.”  We ranged over a lot of stuff, too much to cover here, so much so that my head was spinning when I left.  I went across the street and had a lovely lunch on the patio of the Monte Carlo, my idea of a successful conclusion to any meeting.

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Because I critique literary manuscripts, people sometimes ask me about self-publishing: what do I think of it?; should they do it?; whom do I recommend in terms of publishers?

I have about fifteen books on my bookshelf by clients and friends who have self published.  I have just about come to think of self-publishing like death and taxes.  Yet I really don’t know much about what is involved.  Maybe it’s time I found out, at least a little.

I started with a book called The Fine Print of Self-Publishing: Everything You Need to Know About the Costs, Contracts, & Process of Self-Publishing (Fourth Edition) by Mark Levine (www.bookpublisherscompared.com) .  The first seven chapters are very useful and then Chapters 8 – 12 contain detailed info on various self-publishing companies, ranked from  “Outstanding” to “Some Pretty Good” ones, to “Just Okays” to the bottom of the barrel, “Publishers to Avoid” (and one in a category by itself, “The Worst of the Worst.”)  I’m not sure why anyone would want to read the details beyond the “Outstanding” list.  I mean, are you going to research and choose a “just okay” self-publisher?

Mark Levine is the CEO of Hillcrest Media Group, Inc. (www.hillcrestmedia.com) here in Minneapolis, the center of the universe.   Hillcrest Media seems to be a small empire of self-publishing, including book marketing, publicity, distribution, and ebooks.  He graduated from the University of Wisconsin-Madison (that’s good) and Georgetown University Law Center (we won’t hold it against him).  Looks like a nice guy on the cover (could be a serial killer though).

So he wrote the book, so to speak, at least this one, on self-publishing, and I do think he knows a lot about it…this coming from someone who knows almost nothing.  As with so many things these days, I learned things I didn’t even know I didn’t know.

The book’s strengths, besides surveying the various self-publishing companies, lie in some straight talk about the realities of self-publishing; in the things you should look for in a good company; and in analyzing the contract you might enter into.  Folks, this self-publishing business is not easy or simple.  It involves ACTUAL MATH and you have to read long contracts.  Levine’s book will definitely help you make more informed decisions.

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