Advertisments

Feature

New Publisher on the Block

Austin Macauley Publishers, Ltd. Comes to the U.S.

by Jillian Bergsma Manning / February 2016

An indie press is making its way across the pond this spring, opening offices in New York. Austin Macauley Publishers, home to a wide array of titles from picture books to adult non-fiction, is a London-based publisher with a growing list and a strong track record. After ten years in the industry, they’ve seen such success that they are coming to America to continue expanding.

I spoke with Marketing Coordinator Lily Ryan at Austin Macauley, who gave me the scoop on the move, advice for other indie publishers, and more.

 

IP: Tell us about Austin Macauley—how did the company begin and what was its mission when you started out? How has that changed over the years as you’ve grown?

LR: Austin Macauley was founded in 2006 at a time when the publishing industry was largely dominated by the Big Five. With the recession in full swing, the industry giants were more reluctant than ever to open their doors to new and unknown authors.

Back then, self-publishing still had some pretty negative connotations and many writers were understandably hesitant to take the DIY approach. Realizing the sheer amount of hidden talent out there, we saw a gap in the market for an independent publishing house willing to take risks. We haven’t looked back since!

 

IP: What sets you apart from other indie publishers? How do you stay on top of the changing trends in publishing?

LR: We employ a creative team hailing from all kinds of backgrounds. We’ve got musicians, artists, designers, and many are writers themselves. We’ve got an open office, so our design, PR, and marketing teams are always interacting with one another and are constantly on the lookout for new ideas.

One of our best attributes is that we aren’t afraid to experiment. I think that’s key in an industry that’s in a state of such flux. We don’t just adapt to accommodate the changes within the publishing industry—we actively anticipate them.

 

IP:The past few years have been tough for some publishers. What advice would you give to other indie publishers based on the successes you've had?

LR: From a marketing perspective, not all books are immediate runaway successes. It’s important to never give up on a title. We nurture our backlist and spend as much time promoting our existing publications as we do with our new releases. I think a lot of publishers, especially indies, are blindsided looking for the “one”—the Harry Potter, the 50 Shades of Grey—that book that’ll propel them into the public eye. But it’s important not to lose focus of the big picture.

 

IP:What are some of the benefits and challenges to crossing into the American publishing realm? What are you most looking forward to about having an office in New York?

LR: Generating net revenue of $27.98 billion for 2014, the U.S. book publishing industry has never appeared more lucrative to the UK based publishers clamoring for their slice of the market. The sheer size of the American market can often feel quite overwhelming. Staggeringly populated across fifty states, the U.S. should not be viewed as a singular market. There’s a wide range of demographics to be catered to, so that’s a challenge.

New York has a great energy—it’s a very different atmosphere to London. We had a fantastic time there at last year’s Book Expo America. It’s such an integral city within the publishing industry, and Austin Macauley can’t wait to be a part of it.

 

IP: You publish authors from all over the world. How do you find these writers, or do they find you?

LR: Mainly it’s through word of mouth. We have far more overseas authors today than we did just a couple of years ago and that’s largely because when we secure press within an author’s area, other aspiring authors pick up on that, and they get in touch with us.

 

IP: What strengths and weaknesses do you see in digital publishing vs. traditional print? How does your hybrid publishing model address these issues?

LR: Digital publishing involves a lot less cost, but the returns on this for authors are much less, whereas traditional print involves higher fixed and variable costs, with higher returns. Although it is clear that digital publishing is on the rise, there’s no real evidence at the moment that one is out-performing the other. With this in mind our hybrid publishing model offers authors the chance to publish in both digital and traditional formats, whether they are taken on with a traditional contract or a partnership agreement. We provide support and guidance for our authors on matters such as this and advise them the best we can.

 

IP: Besides the move to New York, what other exciting opportunities are you looking forward to in the next year? Any big books, special events, etc.?

LR: This year we will be celebrating our tenth anniversary within the industry. This is an important milestone for us, looking back on how far we have come as a publishing company over this period of time. 

As well as our move to New York this spring, we have plans in place to open an Australian office in 2017. You can also catch us at the London Book Fair in April, and at Book Expo America in May. We hope to see you there!

 

To learn more about Austin Macauley Publishers, visit their website at www.austinmacauley.com. For submission information, visit www.austinmacauley.com/am-publishers-submissions.

 

---