Q&A with Jun Da
What made you decide to become a publisher?
I initially started Ludlow Press with the idea that it would become a kind of literary magazine (an online fanzine: LudlowPress.Com), but soon realized the greater need was in promoting and publishing books—edgier, underground (character-driven) literary titles that the corporate publishers usually pass on.
There was a time during the glory days of the1990s, when the line was blurred between commercial and “underground” publishing, when underground ‘zines seemed to be more widely read and discussed than newspapers and conventional magazines, and books could be published by anyone—and turn up in chain bookstores like Tower and Barnes and Noble (at least, for a limited time). Fanzines had a lot to do with this, underscoring the “do-it-yourself” punk mentality. All of it was part of the so-called “Grunge” scene, which was a media term for a legitimate and quite sincere (at the time) post-punk movement. As a result there were a host of books (almost competing with “alternative” music) appearing in stores that totally broke the rules, both in content and physical design. Very exciting stuff.
I was in a New York bar (Mona’s, on Avenue B) when I first heard about a book drifting around that no one (no corporate publisher) wanted to publish called The Losers’ Club. Apparently the book had been floating around since 2000. It piqued my curiosity (because it was about the East Village, a local book), and I asked around for a copy of the manuscript. And when I finally read the book, I knew right then I had to get involved and bring this book into print—because it was great, a beautiful book—in my opinion amasterpiece! A haunting story of loneliness and longing—and funny, too. Read an excerpt and see for yourself. Other books, like WILL@epicqwest.com soon followed and I thought “another one!” Incredible. These sensational books were being overlooked! So there it is: Ludlow Press became a cultural necessity. We’re still a new operation. But we plan to publish more books—all of them novels, all of which would be considered “edgy,” hence deemed “risks” by the corporate publishers.
Our killer releases are, so far:
WILL@epicqwest.com by Tom Grimes
The Losers’ Club by Richard Perez
What are your goals as a small press?
To publish compact, significant, cutting-edge novels.
Do you belong to a small press or independent press association?
Right now, we belong to the PMA.
What types of books do you publish, and what are you specifically looking for?
The novels we go for have been called “urban” books—“dirty realist”—literary and polished, but somewhat darker in tone, with unconventional, sometimes transgressive themes. The books so far have been geared to a younger crowd (ages 18-40) and under 300 pages. Tight, compelling, vivid narratives. Now the “dirty realist” school has been attributed to writers as far ranging as Raymond Carver and Charles Bukowski. The truth is, we’re interested in the middle ground. Maybe books with a little more polish than those written by Charles Bukowski and a little less "tightness" or polish than Raymond Carver. And while our books may sometimes be considered “dark” thematically, they’re also bursting with humor. In fact, both The Losers’ Club and Will@epicqwest are terribly funny, both hugely entertaining books.
What do you think of minimalism in fiction?
We hate minimalism, generally. Minimalism is fiction with the life drained out of it. Minimalism is academic. We’re not academics. We prefer writers who will risk being excessive! At least, you know you’ll have a fun ride. Hey, literature and entertainment are not mutually exclusive. Many so-called classics—Lolita, Huck Finn, Candide, Catcher in the Rye—are actually fun.
Will you consider books that cross genres or are not easily categorized?
Yes. Unlike corporate publishers, we’re not interested in genre or category. We’re looking for short, exceptional “mid-list” books. “Coming of age” novels, which larger publishers abhor, are okay with us. In fact, we like that sort of book, and we see most memorable novels as “coming of age” tales. One person might come of age at 28, another at 95. Coming of age is part of the wonder of life; it’s not the age, but the reaffirmation of life.
Will you consider books from unagented writers?
Yes. But the manuscripts must be—I’ll say it again, must be—polished works of art. That is, the writer must be held responsible for the grammar and editing and so forth. We receive a lot of “fixer-uppers,” books that are only half finished (first or second drafts) and unedited, usually with a note attached saying, “Fix this, willya’?” or “You’re welcome to edit this—even chop it in half!” etc. Sorry, that’s the writer’s job. Send it to us when it’s ready, not before.
What are your submission guidelines? What impresses you most in a query letter? What is your response time?
Please send 50 pages only, a cover letter telling us a little about it, the word count, previous publications if any, your address and email address. NO SASEs! If want to pursue the project we will contact you.
For more information, please log on to LudlowPress.Com and click on “submit” or cut and paste this address: http://ludlowpress.com/booksubmisions.htm And pick up a copy of one of our books—so you can check out the quality of our books. Can't afford a new copy? Buy a USED copy off Amazon.com. But NEVER buy an "uncorrected proof" version—those were only intended for reviewers, and the quality is crappy. Those were NOT intended for the public—so don't let yourself be ripped off!
What are your most common reasons for rejecting a manuscript?
Lack of polish is the main reason we reject manuscripts. Also we want edgy books but NOT experimental ones: we are not a University press, so please DON'T send us your thesis (we've received dozens of those). Don't try to reinvent the wheel, just tell a compelling story in a fun way. And it should be excellent starting from page one—so start off with a bang!
Would you consider an erotic novel?
Absolutely, erotica is part of life. A well-written, sexy novel is rare, though. But we encourage it!
From the time a contract is signed, how long before the book is released?
About a year.
Are books published electronically, in paper, or both? Do you print paper books in hardback, trade paperback, or mass-market paperback?
Our current books will be published as “Original Trade Paperbacks,” but we hope to publish hardcover books in the future.
What quantity of books is in a first print run?
3,000. Stored in a warehouse in PA.
Is there an advance?
No. We just can't afford it. But we'll get the book out there.
Are you a subsidy press?
No. We pay all book-printing, design, typesetting, ARCs costs (which costs thousands of dollars). Marketing costs are shared. An author MUST be an equal partner in helping get the work out there. Marketing the book is the most time-consuming part, by far. It’s like a fire you need to fan for 2 years. That’s a big commitment.
Do you have a National distributor?
Yes. Biblio—a division National Book Network.
Will my book be seen in bookstores?
That all depends. Marketing has a lot of do with it. The demand and interest must be created ahead of time. Let me put it this way: we have the potential of getting it into many bookstores.
Will it be available online?
Absolutely. Most book sales happen via the internet. Amazon, Barnes&Noble, Powells.com, etc—there are hundreds of websites. And of course our own website. 70% of sales typically occur over the internet. And the books are available worldwide. Bookstores are becoming less and less important.
What is your royalty payment schedule?
We offer a 50/50% split, meaning that once the book has recouped its initial publishing cost, the author gets exactly 50% of all proceeds, which, if the book is successful, could amount to a lot of money. The success of the book really depends on a strong partnership between the author and publisher. But the author must be aggressive in his or her own promotion of the book. Remember, we are publishing several books at once; our attention is divided. The author must pick up the slack and make a strong investment in making sure the book is heard about or seen. And remembered. “Promotability” of the author is an important consideration of why we might take on a book. Some authors want to dump their books on the publisher’s doorstep and expect the publisher (a stranger!) to love the child as much as the author does; unfortunately, that will never happen. Once a book is brought into the world, the author’s responsibility is to be a good parent.
How much editing is done before a book goes to press?
Since the author has taken it upon him or herself to edit the work, our “cutting” or “tampering” is minimal.
Do authors receive galley proofs?
If requested, yes.
Do authors have any say in the design of their book’s cover?
Yes. One of the great reasons to publish with us. And, all modesty aside, our cover designs are nothing short of brilliant! Because, yes, people judge a book by its cover.
Who is responsible for obtaining author quotes for the book’s cover and promotional materials?
Ah, once again, very important. This is the first sign of the “promotability” of the author. If the author comes to us with 6 or 7 highly recognizable author blurbs—we’re instantly compelled to read the manuscript. If the author appears timid about asking other writers—famous ones—to read his or her work, then that’s a clue that the author will not be up to the arduous task of promoting the book. And, unfortunately, we cannot consider publishing that writer; bacause the book is already a lost cause.
Do you send out books for review? Who are the reviewers?
We try to get as many reviews as possible—and that means sending the books to everyone. Famous writers, trade journals, literary journal, fanzines, newspapers, online writing groups—everyone.
Do you provide any promotional materials (flyers, bookmarks, cover flats, etc.), or is this up to the author?
We provide much of the promo material. But the author is expected to help with the mailings.
What is your impression of the future of publishing? And how does the small press fit in?
Small publishers will be responsible for publishing much of the “mid-list” fiction in America. The corporate publishers will put out cookbooks, trendy political (ghost-written) autobiographies, and “How to manage your 401K” type books. The cultural legacy of American literature will be left up to us. Important? You bet it is!
Any words of wisdom for new writers?
Please re-write and re-write and polish your work. Think of each work as if it may be your last. Don’t take anything for granted. And, finally, keep fighting the good fight!
Jun Da,
Publisher, Ludlow Press
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