Meet the Micropublisher: an interview with Thom Chambers

You’ll know it’s not often that I do interviews on this blog, despite getting requests from PR folk each week.

Thom Chambers though is someone I think you should meet.

He left a job in marketing to found his own micropublishing business Mountain and Pacific. It publishes two digital magazines: In Treehouses, a free release about freedom lifestyles and The Micropublisher, a subscription based magazine for wannabe publishers. He’s recently joined authors Colin Wright, Joshua Fields Milburn and Ryan Nicodemus in founding Asymmetrical, a community for writers and publishers, which I have had some great fun with in the last month or so.

But what I really like about Thom is his approach. He knows that you don’t need to be big or have a huge audience to be successful, just please a small, loyal crowd. And he knows there are no shortcuts to thriving in the age of the online publisher, just hard work and commitment.

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(By the way, if you’re interested in finding out more about how the microbusiness approach can be applied to journalism and publishing, I’m running a workshop at the General Assembly in London on the 24th July 2012.)

Interview with Thom Chambers, founder of Mountain & Pacific

What is the concept behind micropublishing and how is it different to normal publishing?

Self-publishing, as you’ll well know, has changed. It’s no longer a stepping stone or a fallback, but a lucrative destination in its own right. The opportunity for you to make a living with words is greater than ever before. But there’s a problem: in the self-publishing world, without publishing houses to filter out the rubbish, readers are overwhelmed. It’s harder than ever to stand out.

I believe there’s a simple solution: be your own publishing house.

• A micropublishing house is simply a traditional publishing house shrunk to down to a one-person operation. A micropublisher is the person who runs it.
• A publishing house distributes to bookstores. Your micropublishing house can sell books through its own website, through an online bookstore like Amazon, or both.
• A publishing house needs writers. Your micropublishing house only needs one writer: you.
• A publishing house aims for a large audience. Your micropublishing house finds a small, specific niche audience and aims to delight those happy few.
• A publishing house publishes a large number of titles. Your micropublishing house publishes a small number – perhaps only one.
• A publishing house has huge print costs. Your micropublishing house makes digital publications or print-on-demand titles only.
• A publishing house runs big promotion campaigns. Your micropublishing house talks to fans who’ve given you permission to talk to them.
• A publishing house has a huge staff and expensive offices. Your micropublishing house can be run by just you and a computer, from anywhere in the world.

I believe that micropublishing is the best way to make a living with words. By taking up the professional attitude of a traditional publishing house, you help readers, turning them into fans and customers. A micropublishing house is a publishing house for the self-publishing world. It’s a combination of the intimacy of blogging with the professionalism of traditional publishing houses.

How did the Mountain & Pacific business develop over its first year? Was it a slow start and was it hard to get going? How did you build momentum?

Mountain & Pacific only came about after I’d been publishing online for a little while. I started out with In Treehouses, which was a standalone magazine. When I started publishing other work as well, I wanted an umbrella under which to gather it all, rather than have it scattered across different websites. Starting a micropublishing house was a good way to accomplish that.

By taking up the professional attitude of a traditional publishing house, you help readers, turning them into fans and customers.

As a result, Mountain & Pacific had a kind of running start – there was the audience for In Treehouses who came over and read the other things I was writing as well.

With everything I’ve started, though – whether the micropublishing house or the individual magazines – they’ve grown slowly and steadily. I’ve never ‘gone viral’ nor have I made work that was designed to. Instead, I’ve tried to make things that delight those readers I do have. They’re then generous enough to spread the word, and so my readership grows.

That’s the real ‘secret’. However much you want there to be a nice easy shortcut, the only way you’re guaranteed to succeed is by doing great work that delights your existing readers, over and over. Do that, grow slowly, and set aside the gimmicks.

You recently launched Magazines for the Rest of Us – can anyone become a micropublisher these days? 

Sure – but whether you’re able to be a successful micropublisher is a different matter.

All those things it takes to succeed in any other career or discipline – dedication, practice, focus, effort, time – all apply to micropublishing as well. While anyone can publish to the web, not everyone will make a living out of it.

You’ve got a very disciplined strategy which impressed me straight away: your blog posts are short and to the point, you don’t seem interested in having lots of followers or making a big noise. And heaven forbid, you don’t live in London, New York or San Francisco! What are the benefits of doing it this way?

You know, the biggest shift in my entire philosophy came when I realised that most online publishing works best as a means to an end, rather than an end in itself.

There was this little period in time, and I think it’s already gone – when you could make a living as a ‘pro blogger’. Really, though, a blog is just a communication channel. It’s a wonderful one, but that’s all it is – a way of spreading your message, connecting with readers, generating new business. It’s not a business in itself, it’s a platform from which to build your business.

However much you want there to be a nice easy shortcut, the only way you’re guaranteed to succeed is by doing great work that delights your existing readers, over and over. Do that, grow slowly, and set aside the gimmicks.

When you realise this, you also realise that you don’t need to be ‘that guy’ if you don’t want to be. That guy who’s guest-posting everywhere, trying to scrape other writer’s readers. That guy who’s podcasting because a blogging guru told him he should. That guy who writes provocative ’30 things you don’t know about me’ posts that include some naughty swear words, because he’s seen it succeed elsewhere.

I’m not writing to get traffic, or make a big splash. I’m writing to make a connection with people who share my values and philosophy, and to build a reputation of which I can be proud. It’s still important to entertain, be interesting, and so forth – but there’s a difference between doing that and pandering to the lowest common denominator.

It’s becoming clear that success in online publishing comes from building a loyal audience around consistently high quality content – the hardest thing to do! Is that good news for micropublishers or bad?

Well, it’s bad news if you see micropublishing as the next ‘get rich quick’ tactic – if you’re looking at Amazon or the Kindle as ways to make a fast buck. Yes, some people will succeed with that – but most won’t.

The good news is that, if you’re willing to work hard to become the best you can be and you’re willing to do valuable work (rather than simply imitate others), then you can find a bigger, stronger, more vocal audience than ever before. Yes, there’s a lot of noise with which you have to compete, but if you’re able to cut through that then the audience is ready and waiting.

What’s the biggest challenge you’ve overcome in building up the Mountain & Pacific?

Well, I think I’m still overcoming most of the challenges. I’m still teaching myself to be more focused, to do better work, to put in the hours. I haven’t scratched the surface of what I want to achieve – with Mountain & Pacific or with other aspects of my work.

Perhaps that’s the biggest challenge of all – overcoming complacency. Reminding yourself that ‘good enough’ isn’t good enough.

The good news is that, if you’re willing to work hard to become the best you can be and you’re willing to do valuable work (rather than simply imitate others), then you can find a bigger, stronger, more vocal audience than ever before.

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