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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The rise of the microbusiness and why journalists should embrace it

First off, an important announcement about Inside the Story: the book will go off-sale at 23:59 on Thursday 24th May London time, so this is your last chance to get a copy. I have no plans at the moment to re-release the book, so if you want it, don’t waste time. 

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I write a lot about entrepreneurial journalism round here, and get to talk a lot about it too (see below). It’s the Age of the Online Publisher and an incredibly exciting time to be exploring this space.

But I see a lot of people make a big mistake when attempting an entrepreneurial venture in journalism: they think like a traditional business.That either puts them off starting in the first place, or leads to fatal errors, such as relying solely on an ad-based revenue model for a hyperlocal website, or measuring of success in terms of hits and not loyalty.

Enter the Microbusiness: the smart way to think about entrepreneurial journalism.

What is a microbusiness?

A microbusiness is, in some ways, a unique by-product of the internet age, although of course they existed before then. Generally, a microbusiness is one that is intentionally small. It usually consists of one or two people, working from home or from a shared workspace, being frugal, minimising overheads, concentrating on pleasing a small but loyal customer base and, as a result, being impressively profitable. But we’re not talking about Facebook money; one of the defining characteristics of a microbusiness is the owner aims to make ‘enough’.

In his excellent book Rework*, Jason Fried says you shouldn’t be ashamed to run an intentionally small business.

“Don’t be insecure about aiming to be a small business. Anyone who runs a business that’s sustainable and profitable, whether it’s big or small, should be proud.”

I started a video production micro-business in early 2011. I had all the equipment I needed, after saving up over the previous year. All I needed was a website which I made using WordPress over Christmas of 2010. I challenged myself to launch it in 30 days…in the end it took me only 10. I had a target for the business to make a certain amount of money every month by the end of the year…it reached that goal after just two months and continued to be busy throughout the year.

No office, no investors, no employees and all the associated baggage. It also carries less risk, so you can see why it’s a popular option for the first-time entrepreneur, and in particular journalists and publishers looking for new opportunities.

In fact, the micropublisher is already a thing: to see someone really smart building something great in this field you would be wise to check out Thom Chambers, the founder of Mountain & Pacific, a micropublishing house. It’s just him, making very well designed magazines, and working hard at building a loyal audience.

The space is beginning to get populated by more and more success stories. I’ve mentioned many before: people like Kirby Ferguson of Everything is a Remix fame and even successful hyperlocal blogs (when done well) work best as microbusinesses. Many bigger beasts in the industry started out in someone’s living room, a passion project for one or two driven creatives.

How do you set up a microbusiness?

Well, a lot of it depends on your own design – and therefore having a willingness to ignore conventional wisdom, and really create something that fits around your life and your passions. But if you are looking for a guide, you’re lucky because one has just come on the scene, courtesy of one of my favourite authors.

Chris Guillebeau is the founder of The Art of Non-Conformity and the author of a 2010 book by the same name*. It’s a must read for anyone leading unconventional careers like I do. He’s just published a follow up all about microbusiness called The $100 Startup*. (Disclosure: I get a very brief mention in the book, alongside lots of successful microbusiness owners).

It’s not specifically about journalism or publishing (there is a small section on it) but the lessons are universal. Moreover Chris talks in detail about how he has launched his own information-based products, and there’s some great advice about how to launch a new website, book, or other digital product. A lot of his advice actually helped launch Inside the Story last month with such success.

Courage and Commitment

Last month I was invited to Perugia in Italy to talk about entrepreneurial journalism for Media140, and my talk focused on microbusinesses. You can watch a video of the talk (in English) here, and the presentation itself is below. Check out the “microbusiness challenge” slide which gives you a rough run-down of what you need to do.

It’s pretty self explanatory, but I ended on a note about courage and commitment. These are the two essential ingredients that, above all others, make successful businesses. But they are often misunderstood.

We often think courage involves being fearless in our pursuit of something. Courage is nothing of the sort. Courage is feeling shit-scared, but acting anyway. I can’t stress how important this is. The only people who genuinely don’t feel fear have a pathological condition. The rest of us get on with our work despite how scared we are. You need to do this too if you’re going to start any project that makes waves.

The second is even more underestimated. To be a starter, an innovator, a leader of any kind requires total commitment. This means making a leap of faith, and betting the farm on your idea, not doing it half-heartedly or half-arsed. It means committing to late nights, often working alongside a normal job, working weekends and more. It means at the moment you feel like taking a break you push yourself to work an extra half-hour. At the moment you feel like giving up, you force yourself to give it one more try.

Do you have that commitment? 

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