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Successful Custom Book Publishing: It's All About Communication...Who Knew?

A Behind-the-Scenes Look at a Custom Publishing Department

By Jim Barnes

It's Monday morning and Nikki Stahl is hard at work. She has just explained to one author the difference between a "save" and "save as," and walked another through the Word program on her computer. "...That's right, click there, now move your mouse to this button, now hit okay..." And to think it's only 9:45 a.m.... So begins another day in the custom book publishing department at Jenkins Group, Inc.

The Jenkins Group publishing team consists of Production Manager Stahl, Art Director Kelli Leader, and Text Director Mareesa Orth. The three share an office in the company's converted space in a 100 year-old factory building, complete with 15-foot ceilings, massive pine beams, and faded yellow brick walls. The high-tech communication and design equipment they utilize offers a stark contrast to the antique setting.

"Occasionally we have clients who have difficulty using their own computers, so I'm on the phone, literally walking them through various processes. I have to admit it's kind of fun watching their computer skills grow throughout the time period they are working on their book project," says Stahl.

Art Director Kelli Leader has made it her personal mission to teach all of Jenkins' "non-techy" clients how to download Adobe Acrobat Reader from Adobe's website so they can view pdf files of their book covers during the design process. This has greatly sped up designing the cover and also the review of proofs. A recent release, 15 Reasons I Love My Dad, a tribute to fathers by the Kappler family is a case in point.

"It was quite a challenge from the beginning," says Leader. "Determining whether the images were the correct resolution for printing overseas, making sure I understood how to create a litho case cover, and being sure I had everything I needed from the client in the correct order were some of the challenges we faced. There were over 45 colors used in the Kapplers' book, and the challenge there was making sure what she was looking at would match the finished product. They were viewing the pages via PDF format, but the colors in a PDF aren't perfectly true, so I would print them on an in-house color printer, which also has color variances. It took a lot of effort to make sure they were happy with all those colors - but it was worth it."

"Many of our clients are nervous when they first start their projects," explains Stahl. "Most of them are first-time authors, whether they are professional speaker who needs a book for credibility within his or her field, or a marketing expert for a major corporation who has been given the assignment of creating the company's 100th anniversary book. Whatever the case, we personally walk through every step of the process with our clients."

"One of the great things about this job is the diversity of our clients - and I think that also speaks volumes about our capacity. We've worked with all kinds of people, from business executives doing a book to promote their company, to retired people who want to preserve their family history. Some clients are work-out-of-the-home entrepreneurs; others are high-profile consultants in their fields."

Some projects currently underway include:
* Rebecca Rudner, a psychologist from Colorado is working on a book called My Grandma Lives at the Airport, a children's book about a little girl who thinks her grandma lives at the airport because that's where they always go to pick her up.
* Kevin Taylor, a newspaper reporter from Texas is publishing Tiger Boogie, the history of a high school football team.
* Doran, Eckman, & Johnson, clergymen from Detroit are writing For the Sake of His Name, a religious education book that informs college students about getting involved in foreign missions.

"Whenever you call Jenkins Group, you can talk to the people working on your book. We personally walk through every step of the process with our clients --and we follow through with you and your requests." And she means all requests...

Kelly Galloup is the owner of a high-end fly fishing outfitter in northern Michigan and a renowned fishing guide and fly-tying expert. Having already been published "the old fashioned way," through a royalty publisher, he was ready to launch his own publishing company to produce a new book that was near and dear to his heart. This one would feature his specialty, a cutting-edge category of trout flies called "cripples and spinners."

Cripples and Spinners is a technically challenging book - there are over 200 highly detailed color photos of the flies Galloup and other expert tie, along with hand-drawn illustrations, action photographs, and watercolor paintings. But having one published book already under his belt, he felt he knew what he was getting into. "Finding the right team to help me through the process gave me the confidence to self-publish such a demanding project. After finding the Jenkins Group, it simply became a matter of following the steps we laid out. It was really very easy."

Did Galloup have any of the afore-mentioned problems during the process of working with the Jenkins group? Apparently not. "I felt completely in control of the project," he said. "I asked for input in certain areas and asked for none in others. The staff at Jenkins was very conscious of what I wanted and how I wanted it done. They really could not have been more helpful."

The final product is stunning to look at and enlightening to read. Galloup has made full use of the book as a promotional tool, and has ferreted out numerous sales opportunities. "Books are a great way of self-promoting as well as a good source of income," said Galloup, who sells the book at outdoor shows, where he appears as an expert presenter on fishing techniques. "This book really makes a difference. To have a great looking hardcover book to sell at events and in the store is a real plus." Another stroke of marketing genius lies in the fact that seven other fly-tying experts, many of whom own shops and conduct seminars, are featured prominently in the book. All of these featured experts have an incentive to become salesmen for Cripples and Spinners.

"Working with Kelly was a new challenge for us, not just because of the technical demands of the project, but also because he was often on-site 'looking over our shoulders' -- and he expected us to buy the doughnuts!" Stahl jokes. "But seriously, having the client in your office a lot can restrict the amount of brainstorming you and your team can do about the project. In this case, Kelly became part of our team."

Another test of the Jenkins Group team occurred when a Californian design firm conducted a survey of production possibilities within the publishing world and discovered the Jenkins Group through an Internet search.

"We found the informative and accomplished appearance of the Jenkins website encouraging, so we contacted their offices by phone," said Tim Sachak of Hartmann Design Group in Carmel, California. "The Jenkins staff were helpful and professional. Absolute professionalism is a must, in order for Hartmann Design to become involved. We were impressed with Jenkins personnel and their experienced, straightforward approach kept the entire process clear and well directed."

The Hartmann Group had a completed manuscript by two veteran journalists, Rod and Alma Holmgren. While their firm enjoys a solid reputation in graphic design and advertising and has done numerous book designs, they had little experience with the publishing process, such as assigning copyright and Library of Congress registrations.

"We knew from the outset what we could expect and what was expected of us. Later, a production schedule was outlined and the process was begun. Jenkins staff were there every step of the way to answer questions and provide follow-up with total thoroughness. They did exactly what they had agreed to do and always more than what was required."

Sachak and his team prepared the prepress digital files to Jenkins Group specifications and forwarded the CDROM and hard copy. At the prescribed time, they received the color proof and blue lines, all in order and right on schedule.

The book, Outrageous Fortunes: Media Billionaires and How They Change World Culture is the culmination of a life's work in journalism by the Holmgrens. Produced in trade standard, perfect-bound 6x9 soft cover, the book is a great example of teamwork between two companies working 2,000 miles apart: the excellent design and layout work by Hartmann Design Group and production coordination by Jenkins Group.

"The authors are ecstatic with the appearance of their book, and as a designer, I'd have to say that it is right on the mark, a nice addition to our portfolio. Thanks to Jenkins Group, and a special thank you to Kim Kowalski and Nikki Stahl. We feel like we have new friends in the publishing world. We look forward to working with the Jenkins Group again on our next project."

Many of the Jenkins Group custom publishing team's projects are much more difficult to complete. They have faced obstacles ranging from writer's block to office fires. "One of the most common problems we face is with clients who are having difficulty finding the motivation to complete their manuscripts. Some of our clients are part of a list of folks to whom I e-mail 'ghost' schedules, just to give them targets toward which they can write. They tell me just the occasional e-mail from their 'publisher' helps them maintain a consistent writing schedule."

For example, Dauna Easley, author of Teachers Touch Eternity was very nervous about the prospect of publishing her own work and had difficulty finishing her manuscript. Having read Easley's story, Stahl knew the personal and highly emotional nature of it and understood her reservations. Nikki helped her realize how cathartic writing down the rest of her story would be, and how well it would support her schedule of speaking engagements - which also created a scenario ripe for selling books. Nikki worked with her and encouraged her to stick with it, the client finished her manuscript and the book project was completed, added a productive new element to her career. Some problems are completely random and unpredictable, such as the fire that broke out in the Jenkins Group offices late one night in November 1999. Nikki and her team were working on a book for Eleanor Brownell, who was writing about her grandfather's experiences during WWI. Scattered throughout her book, About Face, were photos of her father as a baby, a teenager, receiving medals as a soldier, and his personal, handwritten journal, which he had carried through Europe.

"We had all of those original photos and the journal in our possession at the time of the fire," recalls Stahl. "The next day, I had gone home to change into old clothing so I could sift through my possessions and pull client files out of my burned up office. As I was driving back to work, I remembered the photos and the journal. I became a little frantic, wondering if they had survived. I thought how tragic and sad it would be if these articles which had stayed with this family for almost 100 years and had somehow survived rain, fox holes, and bullets, would parish in our office."

Upon returning to the office, Stahl ran upstairs, and found she would have to get official permission from to go up to the 4th floor, due to the building owner's liability concerns. Finally receiving the okay to enter, she went into her black, sooty, wet office and began sifting around.

"I remembered exactly where the materials were, and when I located them and pulled it out, the outside of the envelope was black. I was not hopeful. But, as I pulled an inner envelope out, I realized the pictures and the journal would be okay. The inner envelope was dry and white. Everything was fine!"

"We went on to continue scanning her photos and place them and excerpts from the journal in the book. Our author went away thrilled with her final book and all her photos and memories in tact. To say I was relieved was an understatement." (As you can imagine, the production department now has a fireproof, four-drawer filing cabinet in which they keep all original art, photos, and other precious materials supplied by authors.)

Text Director Mareesa Orth has worked closely with another client, Gerald Stesiak, who has written an autobiographical novel, Raptor's Prey, about his experiences in Viet Nam. During the process, Mareesa developed a rewarding working relationship with him. She personally edited his manuscript and became attached to the project due to the intensity of his book. She admits being humbled by his experiences and has gained a tremendous amount of respect for war veterans.

"Gerry is a client who I will use a cliché with: I hold him and his project close to my heart," says Orth. "I've worked hand-in-hand with him for months, and we've gained a great mutual respect. Gerry's often remarked that he's glad to have me by his side. Because of the highly sensitive nature of his book, I think it's been vital that I help create a feeling of trust between us."

"I believe his book Raptor's Prey has the power to profoundly change people, and that's a big reason why I'm so passionate about it. It's an honor to know the author of this book as well as I do, and it is one of the most exciting and fulfilling projects I've done at JGI."

Such relationships are commonly formed during the publishing process, and many clients become more like friends, or even family. Birth-partners, you might even say, as the Jenkins team and their clients go through the hard work, traumas, and joys of creating a book together. Stahl tries not to get too sentimental about it, preferring to have the quality of the work take priority.

"We are not an overly aggressive, rah-rah type of group," she says. "We go about our tasks with diligence and efficiency. Over time, the people with whom we work, whether they're clients, vendors, or freelancers, tend to develop a quiet respect for us as they begin to see and experience the results of our work. The biggest difference between us and other book packagers is the manner in which we walk our clients through the book publishing process. We provide everything they need to create their first book, or help veteran authors try new publishing methods."

"When printing time grows near, we can put clients in touch with all the people they need to set up distribution, or have galleys made for pre-publication reviews that help get their books in bookstores. We emphasize the fact that although producing a book is a lot of work, the real work begins when the books arrive at your doorstep and you have to market and sell them. Our consulting department can provide clients with the tools, contacts, and knowledge it takes to do that work," explains Stahl.

"We customize the book exactly to your needs. Your book will be tailor-made to your specifications with our input if you request it. You can make the font a little bigger or a little smaller, you can have it start further toward the left or right on the page, or you can change the font you are using completely. Whatever you like, we can do. No decision regarding your book gets made without involving you in the process. You are always in complete control."

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