Publishing in Lockdown: Small Presses Have Never Seemed More Vital

Photo by Gabriella Clare Marino on Unsplash

Coronavirus has presented various challenges to the publishing sector, with many commentators remarking that small presses are particularly vulnerable to the disruption. However, it seems that the crisis has foregrounded the vital role indie presses play in the wider publishing landscape, resulting in a renewed determination in the industry to shore up smaller firms.

While some indie publishers specialise in digital publishing, like Hera Books, or use crowdfunding models, like Unbound, many are more reliant than big publishers on physical bookshops and events to sell books and keep the cash flowing in. With social distancing measures in place, sales have naturally taken a hit. It seems unlikely that in-store purchasing or literary events will be returning on any significant scale for some time, leaving many indies wondering how to fill the gap. 

Fortunately, small presses are naturally agile and have quickly turned to alternative strategies. ‘We have pivoted to digital events, with discount codes available during those events,’ said Cherise Lopes-Baker  (Jacaranda Books) at a recent webinar run by the Bookseller. Small presses are also looking into building more digital infrastructure to support sales. As Lopes-Baker puts it, ‘we’re investing in ourselves as a way to safeguard for the future’. With coronavirus exacerbating ongoing trends in publishing – reduced physical sales, for example – many small presses are looking for long-term solutions.

Indeed, for some indie publishers, lockdown has occasioned a broader rethinking of sales and marketing strategies. Duncan J. Lewis, Director of Nordisk Books, remarks: ‘In the past we would also organise launch events, bringing the author over to the UK; however, even pre-COVID, I had started to abandon this as I’m not sure it really generates sales and publicity that are commensurate with the effort required.’ As in many sectors of the economy, coronavirus has highlighted underlying issues that small publishers have to contend with.

With their cashflow affected by the drop in sales, many publishers large and small have also had to reassess their print orders. Working on tighter margins, with dicier cashflows and less sales and distribution support, indie publishers have had to think carefully about booking in a print run. Again, however, there is some good news. Andrew Howarth of CPI describes temporarily letting smaller presses print on credit and warehousing stock for them at the height of the crisis. With things slowly getting back up and running, Howarth urges small presses to consider booking jobs in. ‘Nobody gets preference,’ he insists. ‘The schedules are the same, the ordering is the same, the quality is the same.’

Coronavirus came at a particularly bad time for two new entrants to the indie press scene, Cipher Press and Weatherglass Books. Jenn Thompson, a publisher at Cipher, says: ‘Lockdown happened just as we were about to launch, so that was a pretty big challenge to contend with so early on. Our author was due to come over in June for some events, but that obviously didn’t happen. It would have been great to have them here, and a really exciting way to launch the press, but for now we’re having to launch digitally, and we hope to reschedule our events for next year.’ Neil Griffiths, founder of Weatherglass, remarks: ‘Yes, it was frustrating; we were poised to launch at least 3 times. But perhaps I can offer an upside, at least for us: it gave us time with our authors without the pressure of launching, when both our launch titles were just shy of final draft.’ Griffiths also expressed solidarity with the wider small press community at this difficult time for the industry: ‘Speaking for myself, as a new publisher and founder of the Republic of Consciousness prize, I was worried about the small presses we’ve championed over the years. I was looking outward rather than inward. I felt others had more to lose.’ 

It would never be right speak of the ‘silver linings’ of a devastating situation like coronavirus. However, one of the more constructive insights to emerge from the crisis concerns the crucial part small presses play in the British publishing industry. The Arts Council’s Director of Literature Sarah Crown emphasises the indispensable role small presses play in the ‘whole literary ecology’. Small presses champion a wider variety of voices, ensuring greater regional, gender and racial diversity in British literary culture. Indie publishers are often described as carrying out R&D: they take risks on promising new authors, with writers, readers and the industry as a whole benefitting in the long run. Crown observes that the coronavirus crisis has brought about a deeper realisation of ‘how deeply interdependent everything is’. This will, she hopes, translate to a greater emphasis on helping small presses move ‘from fragile business models to a more stable footing’. 

While there is no doubt that coronavirus has taken an enormous toll on the small press scene, indie publishers have never been more determined to keep bringing new literary voices to the public. The Arts Council, Crown says, are right behind them: ‘I’d be really glad to see more small presses applying to us to be part of our national portfolio.’ 

Samantha Purvis