I’ve written about Hol Art Books once or twice before but I neglected to mention them when they issued their first books and I wanted to address that. Hol Art is based on a remarkably simple to outline and yet difficult to get right system called team publishing. They have a nice guide to how it operates on their website:
In a departure from traditional publishing, we bring authors and publishing professionals together online to collaboratively identify, evaluate, and develop our titles. The processs is open to everyone.
• You and your team select, edit, design, and promote the book.
• We print, distribute, and market it in our seasonal list of titles.
• And everyone–the author, the team, and Hol–gets paid a percentage of the book’s sales, for as long as it sells.
Hol Art lets you start a project, join a project and general become the life blood of a venture. It is actually fairly genius.
Why this is smart
I’ve discussed before why self-publishing is attractive for both authors at the top of the publishing ladder and at the bottom too. That is because as the costs of the actual physical publishing process (editing, design, printing a book) drop relative to the less tangible (to the author) costs (distribution, marketing, acquiring attention and successfully promoting and selling a book) the role that publisher play that is of use to the author SEEMS to become less valuable. I stress seems because publishers who are wise will look at what they do well and concentrate their resources on doing that.
Many houses now have few if any in house editors and work almost completely with freelancers. This tends to work for both parties, reducing payroll costs for publishers and enabling better balance for those freelancers. Quite a few houses have outsourced design in the same way and few small or medium publisher have ever handled distribution themselves anyway.
What I like about Hol Art Books is that they have taken that kind of thinking and applied it sensibly to their own chosen niche. Art books tend to be more expensive to print so they pay that cost, marketing tends to be more niche focused so recruiting a publicist to each team is very sensible. And, to top it all off, they are totally and scarily open and honest, just read this piece about the money side of affairs if you doubt me!
Hol Art have a nice, new and (I think) viable model. It will be interesting to see if this can be adapted for other niches. I suspect there is room for it. The type of model might sit very well with the discussion from Publishing Perspective last week (MJ Rose & Robert Miller).
Going with the flow
Interestingly too, it goes towards the ideas about how the work force will be reshaped in the coming decades. Ideas I first encountered in Nine Shift but remarkably read today again on the Encyclopedia Britannica Blog.
I still think there are things that Hol Art could add to the model, and maybe they might work better as part of a larger entity (even a museum or university) rather than a solo enterprise, but you have to admire what the founder Greg Albers has created.
Enjoying exploring the work of Molly Crabapple, great stuff!