ECHELON PRESS

This issue we focus on Echelon Press and it's dynamic owner, Karen Syed. I had the pleasure of meeting Karen at the Love is Murder conference in Chicago this year and it was a wonderful experience. Before that I had only encountered Karen through the various Yahoo groups dedicated to writing and mysteries. On those lists she proves to be a very astute observer of not only the publishing world but of a lot more. Of course, anything that impinges on that world, she has on her radar.

Karen is a wonderfully caring person who is energetic and strong and lots of fun. She knows her business and never misses an opportunity to take care of her authors, promote her books, or learn something new.

She has a lot to say and a lot of wisdom to impart -- listen up! ......... JD

Can you give some basic overview information about Echelon – a brief history, mission statement, number of books published so far, number of books published each year, special programs, etc.?

Echelon Press turned six years new in February 2007. The company was conceived by two writers who understood the need for an outlet for fresh voices. Four years ago, I, Karen Syed, bought the company outright and forged ahead. I would have to actually go back and count the number of titles we have published over the last six years. I can estimate the number of titles; if you combine short stories, novellas, and full-length titles, we have put more than 200 works into production. We've tried a couple of special programs, but where many brilliant ideas succeed, those…not so much. Our mission is simple: to offer the best possible quality books we can to satisfy the readers.

What made you decide to go into publishing considering what the business is like these days?

I had no idea what the business was like these days. Hey, I'm nothing if not honest. When we started Echelon, we didn't do a lot of research. We had one goal to give fresh voices a place to be heard. We didn't think about marketing, money, or paying the bills. We just wanted to make people stars. I am much smarter now.

Was there a special epiphany moment when you said to yourself, "This is what I want to be doing with my life."?

Not really, it all kinda fell into place for me. It has been a progression of endeavors throughout the industry. First I was a writer; actually I've always been a writer. It's what I love. Words! Oh sweet words! Then I owned a bookstore for a while. I loved that too, but during that phase, the publishing came along and even though I can't say when it happened, I knew this was for me. I get such a thrill every time I discover a book that knocks my socks off.
 

How long did you debate with yourself about this and what pushed you over the edge into actually doing it?

Oh gosh, I think we took all of about 10 minutes before we whipped out the thesaurus and found the company name and then hauled our hineys to the Clerk of the Court to register the name. Lots of contemplation. I have always been a bit of a risk taker.

Did anyone try to dissuade you?

Only everyone who had ever known me. Seriously, I'm not known for finishing things so many thought it was a very expensive endeavor for me to try and not like and ultimately give up. Hah! Fooled them!

Was there anyone who encouraged you? 

I have to say that my husband (boyfriend at the time) was nervous, but always supportive. I mean, I had no money and he knew what that meant. He has made certain that every thing I have wanted to do I considered carefully, weighed the pros and cons, and then held the net when I jumped anyway. He is probably the most tolerant and patient man alive.

What were the first steps you took?

We borrowed money. I know it sounds silly, but we didn't put a whole lot of thought into the business aspect, we followed our emotions.

How did you find out what you had to do? I mean, a person doesn't just wake up one morning and say, "I think I'll start a publishing house." and then begin publishing books.

Of course they do. And we did. I had been published, though badly, and I knew all the things we did NOT want to do. And we went from there. Our company was literally up and running inside of a month. My little romance was the first book we published and baby have we learned since then. We do everything with more care and consideration. I heard an industry number that stated that the average life span of a small or Indy publisher is 18 months. At the end of 18 months I had to put up or shut up. I had played at being a publisher and I knew I wanted to succeed, so then I got to work. I started developing myself as a businessperson. Every day I learn something new.

Was there anyone who helped? Was there a small business agency you consulted?

No one would touch us. God Bless Bank of America who is the only place that did not laugh at me when I opened my business account. They are the greatest bank in business. I think I received the most help from my husband and a few friends. They stood by me (and still do) when I have the meltdowns and they hold my hand through the personal and professional growing pains.

What was the most difficult part about starting up?

Finding money. Then finding authors. Even new (never published) authors don't want to take a chance on a new house. Who can blame them? I have a handful of authors who have been with us since the beginning and we could not have done this without them. Truly. Building a solid and productive reputation is harder than one might think. We are constantly compared to the NY houses, but we aren't a NY house. We are a small business putting all of our personal and financial faith into unknown authors. Has it paid off? In only about 20% of the instances. Not everyone is as committed to the success of Echelon as I am.

What was the easiest part/most pleasant part about starting up?

Finding the name. We knew what we wanted to do and we looked up a word that meant that, and voila! Echelon was born.

What was the first book you published and why?

LOST AND FOUND by Alexis Hart. Because it was mine, it was ready, and I could. Seriously, we needed a jumping off point and we honestly thought it was ready. We know now that it wasn't, but it got us going and I have no regrets!

Now let's talk about outside of my own little wonderland. We published a writer named Pamela Johnson. Her romance was UNFINISHED DREAMS and it won our first award for us. She got an IPPY for it.

How did you find the that book or writer or did they find you?

Pamela submitted to us via another project we worked on together and while I wasn't sure about the book, I was enchanted by her. Pam has a very bubbly and vivacious personality and she worked long and hard to make her books with us sell. She has since gone on to other companies and is doing very well! Mission accomplished. The book turned out to be a winner too!

What attracted you to this writer's project?

Her willingness to learn and grow. Working with Pam for several years, and for a while very closely, she knew she wanted a career as a writer. She wasn't afraid to tell people what she had to offer and she was proud of her accomplishments and her industry. It mattered, and still does. She didn't just "want to be published."

What was it like working with this first writer/project for Echelon?

Challenging doesn't begin to describe it. We were moving into new territory as people, in an industry we knew little about, and we were dragging someone else with us. Pam was a gem through it. She had cover troubles, her book got delayed several times, we botched some of the editing, and a variety of other mishaps plagued that first book. But she must have been crazy…I mean confident, because she did four other books and a number of short stories with us after that. Really quite committed.

What was the most important thing you learned from this first time?

Time. Take your time. Communicate. Always communicate. Be respectful. Not all authors who have come through Echelon have been respectful of us or the industry, but Pamela always was and it gave us a great foundation for developing our skills. She took a bit of an emotional beating while working with us, being a guinea pig and all, but she handled it quite gracefully.

What were the next projects and how did you find them or they find you?

We starting taking submissions like everyone else. The kicker was that we got so many we couldn't keep up. We tried to publish so many books at once that we got the reputation of "they'll print anything." That was not at all the case, but our eagerness to work with new authors made it seem that way.

How do you choose projects – what are the major factors?

It's all about what moves me. I need to feel something…anything when I read--happiness, fear, disgust, loathing, anything. If I don't, then I won't contract. I tend to shy away from the "market" as I don't always like what is selling in the market, so I want to add freshness.

What have been the major pitfalls for you as a small publisher?

Distribution has been the biggest. It took us five years to get Ingram to give us an account; it was nearly the end of us. Now we are dealing with the bookstores who want to sell books but only from "certain" publishers. So many readers complain about no fresh stories, but they continue to buy the same stale ones and that feeds the market. If readers would give new authors a chance, we could boost the market back up where it was a few years ago and everyone could be making money, instead of just those who already have money.

The other issue is reviews. We are finding it nearly impossible to get reviewed by the big dogs, Library Journal, newspapers, Publishers Weekly, etc.

And how did you overcome them?

I just kept at it! Perseverance is the best medicine for rejection. I have a long way to go with booksellers, but I am hoping they will give us a chance and see that we have so much to offer their readers, and it really is all about the readers. Without them, we are all out of work.

What is the most difficult part of the process – finding writers and good work, editing, promotion, getting writers to cooperate with you on promo, etc.?

Definitely getting authors to cooperate. I hear so many times a day that an author can't do this because they have a family or a job or a life. Well publishers and editors have lives too; at least we could have if authors would work with us instead of against us. I actually had an author tell me after publication that they would not do events or sell their own books? Huh? Promo and marketing are crucial and it is a team effort--not just the author and not just the publisher!

What do you expect of a writer (other than a great book)?

Total commitment. There is no middle of the road. If you sit down to write a book, and then you enter into a partnership with a publishing house, you had better be willing to work dang hard to sell that book. It's not about fame. You don't get famous sitting at home waiting for royalty checks. You get famous by going out and getting your face in the crowd and by being seen. Once you get famous, you should be well on your way to wealthy. Some authors say they aren't in it for the money…then self-publish. I've said it before and will say it again, we are publishers, and we MUST make money. If you don't want to work hard, leave the spot for someone who does. I also expect confidence. Without that you cannot succeed at anything.

What can a prospective author say that would make you a happy publisher?

"I'll work myself to death selling this book." Or at least, "This is what I want to do with my life and I'd like to work with you to make it successful." Of course then they have to actually follow through on it.

What should a writer expect of you as publisher?

All the support I can give. I GIVE MY ALL TO THIS! I have worked with bronchitis, I recently worked for three months with a cracked rib, I fall behind, but I never stop working. When my grandmother died, I sat on my mother's couch with my family all around editing a manuscript that was due for pre-production. I don't ask anyone to do anything I won't do myself.

What is the advantage of a small press for an author?

Attention. I talk to a good number of my authors on a weekly basis, some of them daily. I know my authors and that makes me more than just a publisher, of course, business comes first, but that doesn't mean I don't care. I care very much and that is not something you will probably get from a larger house. There are just too many people to make that happen.

Promotion is paramount – Can you talk a bit about how Echelon approaches promotion and what lengths you will go to in order to promote a book?

I am so hands on it makes me crazy. I have done as many as 12 trips a year to book festivals or conferences to sell books and market. If I travel I hit bookstores to introduce myself and our books. I put 50k miles on my car in two years. I drive most places so I can take cases of books to sell and promote.

How involved do you like an author to get in planning and carrying out promotion?

They have to be totally involved. Now we require a marketing strategy, even for the short stories. We aren't just about publishing; we are about building successful careers. Without the author, I am wasting valuable time.

What about bookstores, book-of-the-month type clubs?

I try to contact as many stores as I can, and I ask my authors to do the same. There is something about the personal touch that loosens folks up.

How important is the internet in promotion?

Crucial. It is such a vast venue that it would be ridiculous not to use it to its fullest potential. The best part is that so much of it is free or very low in cost. How could this be bad?

What are the five chief promotional outlets?

Readers (face to face)

Internet

Libraries

Fast Food Drive Thrus

Bookstores

Are there any promotion secrets that you'd like to share?

NO chance to promote is too foolish (see fast food Drive thru comment)

What is the best thing an author can do for herself/himself to sell books?

Tell people they have a book published or coming soon. This is so very important. Don't wait until your book is in print to tell people, by then you are behind the eight ball. You have to build their interest so by the time it hits the shelf they are so pumped about it, they can't live without it!

What are the top five things you encourage an author to do after you publish her/his book?

I encourage them to start all this when they sign their contract, DON'T WAIT.

Author Website

Author MySpace

Monthly press Releases

Book Festivals (these are different than conferences)

Keep copies of your own book on hand to sell.

Can self-promotion ever become obnoxious? How can an author avoid turning people off with self-promotion?

Don't be pushy or in their face. Always have promo materials when you go anywhere or are talking to people. Yes you should tell everyone, but if they are in a hurry, only read something else, whatever, then you simply say, "Thanks I can appreciate that, here is my bookmark, please pass it on to a friend." And let them go.

What is it that makes you take notice of a book sent to you for consideration?

First is the cover letter. I do read them very carefully and if they stink, I don't bother to read the book. If I get to the book, it is the hook, how quick does it pull me in? How well does it hold my attention? I read submissions while watching TV, if I forget to watch to TV while I am reading then it is a good one. My Sr. Editor reads on the train, a book's quality is determined by how many stops she misses.

What makes a submission stand out?

How unique it is. I simply won't publish a book that is a copycat of the last six books published by NY. I want fresh and original. New twists and awesome characters.

What is the most important for you: character, plot, setting, or…?

All of them. One or the other can't really work in a story without the seamless flow of all together.

Is there a list of things you will not publish?

Badly written stories or cookie cutter tales that are already in print with different names. I like to be flexible, but I have limits.

Have you ever regretted not publishing something?

There is a book out right now by a new author and some time ago I passed on it. It just wasn't for me. I did not enjoy the characters, I didn't get the premise, so I passed. Someone else has published it and it is garnering GREAT reviews, I believe it has won a few awards and folks seem to love it. I won't say I regret it, but I do wish I had liked it so I could be making all the money. The author is a marketing guru as well and I regret not having him on the team.

And conversely, have you ever regretted publishing something?

In all honestly, I have about 10 books that I greatly regret publishing. I thought I made good decisions, but I was wrong on the stories and the authors. I probably wont make any friends with that comment, but I started this business to help establish careers and to make money and these books have seriously hurt what I could be doing for other authors. I have invested a TREMENDOUS amount of money into these authors and books and am continually losing money. This is not to say I don't like these stories, I liked them very much, but…

What has this venture taught you about yourself ?

That I am not as strong or as smart as I spent my youth trying to convince my mother I was. I am strong and I am smart, but I never imagined there would be so much to learn. I pick up something new and useful every day! If authors understood this, they could be much more successful in their endeavors. You just keep learning and growing!

How have you changed over the time you've been doing this work?

I am stronger and smarter. I am not as much of a know-it-all. I have become much more success oriented in the way I handle myself. I do want everyone to like me, but at this point, it is about succeeding and making money. Money is not the most important thing, but authors need to catch up with me in realizing that if I don't make money, I go out of business and their books go out of print! It's that simple. I have had to teach myself to work much smarter instead of harder. Harder only goes so far and usually not far enough!

What are your goals?

To make money and lots of it!

What set of goals do you have for Echelon?

I'd like to see more of our books on the bestseller lists. We recently had a book (MURDER OFF THE BOOKS) sitting in the top 100 of Amazon.com top sellers for Mystery Series. To be among the ranks of Sue Grafton, Charlaine Harris, etc, was INCREDIBLE. It's a first for us. They made it up as far as #12 and that is no small accomplishment for an Indy press. And for those of you who don't know, this is actual sales, not the "rankings" for books. It rocked! I want to see each of our books with those kinds of sales.

How about goals for yourself?

I'd like to be recognized in the industry for someone who did what everyone says can't be done. I want to make a difference in how books are put out to the readers. This business isn't about the authors. We work for the readers. Our goal should be to make them as satisfied as possible. If an author is writing for themselves, then again I say self publish. Otherwise, consider what the readers want and deserve. Without them we won't sell book. I want to be proud of everything I do and I want to reach a point where I am making enough money to get my nails done every week. I'm easy to please.

What would you like to see more of in submissions to Echelon?

I would like more mystery series from serious authors who aren't afraid to sell books. I would also LOVE to see more Young Adult stories that are designed to interest, entertain, and educate the kids without preaching at them. Spy stories, adventures (pirates and time travel) and even some fun historicals). Kids are who we need to be training as readers, if they don't like to read what does that mean for future authors?

Do you like series detectives or other types of series?

LOVE THEM! They are among my favorites, would love to see them for kids and adults!

What about e-books?

Go eBooks!

How do you see the e-book as part of publishing's future?

They won't replace books as people keep predicting, but they have their place and we need to market them accordingly. Consider commuters, travelers, kids. Think about this!

Does Echelon do e-books?

Absolutely. They are the moneymakers. Our eBooks go through the same process as the paperbacks (edits and cover art), but the difference is, the author and Echelon makes more money because we eliminate shipping fees and print costs. It's win-win! I can't put every book I like into paperback, so I offer eBook as an option. If I do eBook only, I don't take print right so the author can shop those print right around. I understand the business, and our eBook sales will not diminish what they will potentially sell in paperback in the future. Great opportunity.

The Short Story – I'm aware that you run a short story contest. Can you talk about that?

Our Fast Fiction contest is pretty neat. It has so much potential in regard to new authors getting their foot in the door, and established authors having a tool to renew interest in characters or settings in their already published works. It's a chance to increase your writing credentials. There is no fee for entering, you just have to be creative and FOLLOW DIRECTIONS. I pick the theme/premise and the author writes the story. We have received some awesome submissions and I could not be more pleased!

What is the outlook for the short story – in general?

I think this depends on the Indy publishers. Sure NY houses do shorts in the anthologies, but those spots are reserved for the well established and they are limited. At Echelon we love short stories because, again, we are catering to the readers. You can't read a book on your lunch break or on a twenty-minute train ride, but with your PDA you can read a short story and get off that train satisfied. Short stories are the perfect tools for writers to hone their skills, any one of them will tell you that writing short is harder than writing long as you have to write tight and solid in shorts. SO not only are they entertaining, they are educational!

Does Echelon do collections or do you plan to do collections?

As a rule, we don't do them. We do have tentative plans for a couple special projects, but they are top secret and if I told you about them, then I would have to kill you.

How do you see Echelon growing? Into what areas will you expand? What markets will you try to reach?

I don't know that I want us to grow right now. I like the idea of staying small and intimate. It allows me to be able to communicate more effectively with my team and to keep my finger on the pulse of things. I would like to grow more successful. I want the books we publish to sell more copies, win more awards, and entertain more people. I don't believe we need to be bigger to do this, we just need to be better. I would like us to become more open to the youth readers, again without them we fizzle. My biggest goal is to find a way to get readers to take chances. The market has been programmed to by what is massively and commercially available and to not step outside their comfort zone. I want them to take the same risks I do on my authors. We have about a 95% success rate with readers. Very few readers have not liked our books. Once they try them, they love them. There have been some who have complained, but very few. That is the best review for us!

What hints or tips can you give a writer?

Don't lie to me…or any publisher for that matter. Don't tell us what you think we want to hear just to get that contract. Tell us the truth, tell us what you are going to do and then DO IT! That is my biggest peeve: authors who say they will do anything to sell their books and then once they get their contract, they won't advertise, won't get web sites, won't do events, won't travel, (or even sell books on their vacation). This is all part of the package. You have to make a commitment to your success and then follow that path no matter how difficult. Publishers get tired and sick too, but we don't stop working because of it.

What advice do you have for a writer who wants to get your attention?

Don't be outrageous. Just be honest and enthusiastic. Be creative and don't be insecure. I am insecure enough for us all. I want bold authors and bold stories.

How can a writer get out of the slush pile more quickly?

The key is to not get into the slush pile. Unfortunately, since our slots are so limited that once you get there it is almost a guaranteed rejection because who are not in it get contracted.

What would you tell a writer who wants to get into print with Echelon?

Be the best. Don't write for the mass market; write for the entertainment of readers. I am not looking for the next Nora Roberts or J.K. Rowling. I am looking for fresh voices that will knock those authors off their well-deserved and earned pedestals. We have so few spots for print that if you don't WOW me, you don't stand a chance. Harsh, but realistic.