I have the rare priveledge of knowing several people before their careers launched in a phenomenal way. Sandra, owner of Aspen Mountain Press, holds a special place as one of those wonderful stories. I’ve known her as an author for far longer than a publisher, but I’ve also watched her put aside her writing career to build and hone others. Aspen Mountain Press is a quiet epublisher with an amazing track record.
Their Del Fantasma line has drawn in an awe-inspiring amount of fans (total fangirl for Cody!) with such authors as JM Snyder, Jet Mykles, and Maura Anderson, just to name a few. Two years after their launch (July 2008), Aspen held an awesome birthday bash and it was during that time that I was able to talk her into letting me do an interview. So without further ado…
1. What has been Aspen’s biggest challenge?
I think our biggest challenge, like many successful companies is growth; you need to grow and you need to manage that growth. Aspen has grown 500% this past year alone.
2. You wear many hats, like most small business owners, which one did you find (or still find) the most challenging?
I find editing both the most challenging and the most rewarding. It’s really exciting to take a lump of coal and apply the pressure and have the diamond result.
3. We’ve watched many epublishing companies fall apart after a short time, yet you’re constantly expanding. What is your key to success?
I try to remember that without my authors and editors there could be no Aspen Mountain Press. They are responsible for the product we produce and without their efforts and stories there would be nothing to sell. I truly appreciate them.
The second key to my success is that I am constantly challenging myself to learn more about publishing and business. For instance, I attended an all day workshop on Internet marketing; a few months ago I spent four days at a conference dedicated to publishing. (On a side note, she gave an internet marketing workshop on the author loop immediately following the workshops she mentioned. The information she learns is constantly passed on to her authors.)
4. Tell me about the Del Fantasma line! And this delicious Cody I keep hearing about.
4a: How did Cody come to be?
Del Fantasma came to me in 1979 when I was student teaching in Southern California. On a weekend trip to San Diego, I stopped on the side of a road to snap a picture of the Point Loma lighthouse. Little did I know when I took that photograph that the mist was rolling in off the ocean and giving the area around the lighthouse a very surreal feel. I just knew there were paranormal happenings there.
I needed to have a strong person in charge of those paranormal creatures inhabiting the area and I needed to give those paranormal characters a place to hang out. Cody, recently turned into a vampire in Afghanistan, needed a place to be himself with little intrusion from those who wouldn’t understand other-kin, wanted to find a way to help people in circumstances similar to his, wanted to be the big shoulder people could cry on. A bar in Vista Loma (an imaginary place near Point Loma) seemed ideal. While working the bar he discovered he had a knack for helping his customers make love connections.
4b: How long will the Del Fantasma line remain open to submissions?
Currently, we don’t see a definitive ending date. The Del’s have been very popular.
5. In the past two years what was your biggest surprise?
The complexity of business and the amount of time it takes. After two years, I’d thought my hours would cut back some, but I’m still at it very much full time.
6. Tell me your biggest pet peeve with submissions.
The same as most any editor and publisher: people who don’t read the submission requirements and follow them.
7. I noticed that you’re still closed to outside submissions. (Update! Submissions are now reopened in limited genres. Check them out HERE.) Some of my readers have asked for the submission guidelines for the winter antho and the Del line. Would you mind sharing those here?
We’re looking at 10,000 words minimally, longer is better for the Dels. The Del Fantasma has a very specific author’s bible and procedures to follow. All the stories are named after a mixed drink, and the drinks won’t be repeated. All the stories have to have at least one scene set in the bar, and featuring interaction with Cody. We have a data base maintained by one of the Del authors in which drink names are reserved.
Under 10,000 words we might consider it for a Plain Brown Wrapper which are ultra sexy very short stories.
The winter anthology should center around some winter holiday or theme (i.e. Christmas, Yuletide, ice skating, Kwanzaa). We’ll close for winter stories sometime toward the end of October.
8. Why did you start Aspen Mountain Press?
I started Aspen Mountain Press as a result of a couple different factors. While I am a pretty good writer and turn in clean copy, I wasn’t getting the editing I needed from one of the houses I worked with. At another house I didn’t get royalty statements (in two years I got two); at another authors were treated in a hostile manner for asking basic questions. Covers didn’t even come close to reflecting what my stories were about. I thought to myself that I could do better. I think I have, although I know I still have room for improvement.
9. Do you still write?
Currently my writing time is extremely limited. To get anything on the page I have to put in extra hours after business matters are attended. In the past month I’ve written five pages. The company comes first.
10. What advice do you offer for those wanting to start their own publishing business?
First, you must absolutely be in love with e-books. You have to believe in them, you have to carry a reader with you, you have to be a missionary for a new way of reading. Every time I am asked what I do, I tell people “I write and sell e-books.” A lot of people have no idea what they are and you explain it to them. Then you have to overcome their objections (I could never read off my computer, it doesn’t feel like a book, etc). I whip out my reader and show them. You ought to see the light bulbs come on when they realize how many books they can hold on a reader and not have to lug to wherever they are going on vacation.
Second, don’t go into starting a company and expecting to draw a big salary right away and executive easy hours (that’s a myth). Monies earned need to go back into the company in promotional efforts, business supplies (like checks), postage. Conventional wisdom garnered from reading a lot of books on starting and building businesses, interviews with CEO’s, CFO’s, CIO’s all say don’t plan on a “corporate” salary for FIVE years. Don’t start a new company thinking I’m going to make money my first month and be able to use it just for yourself. This is not supposed to be some fly-by-night, get-rich-quick scheme. It is work. Your social life will be impacted. Your family life will be impacted. Expect a minimum of forty-fifty hours each week, in addition to reading periodicals and books that will help you in your venture.
Third, do not ever try to cheat your authors in any way, shape or form. Ever. You don’t charge them for postage, you don’t ask them to cover your everyday costs in doing business. You must absorb the cost of doing business. There are a lot of those costs from web hosting to credit card fees. You never ask your authors to pick up those sorts of things. That comes out of your pocket as part of your operating expenses. Always remember, it is the authors who are ultimately responsible for your success.
11. What single piece of advice do you offer budding new authors?
Never, ever stop learning and honing your craft. Just because you were published somewhere before doesn’t mean things were done “right” there, doesn’t mean you know it all. I have four novels at a publisher that went under; I had those same four novels re-edited, and gosh, wouldn’t you know it, the new editor found stuff. Important stuff. The best way is improve your craft is to read craft books, attend conferences and workshops and THEN APPLY!
Oh, and if you are submitting to an e-book company, it’s helpful if you’ve read an e-book. You’d be surprised at how many people who submit to us have never purchased one. How can you expect to sell e-books if you don’t use them yourself?
12. For your two year anniversary, what did you do to celebrate? 
Aspen Mountain Press (held) a special drawing at the beginning of August from among all those who purchased a book during July for a gift lunch from Zingerman’s Deli in Ann Arbor, Mi (Zingermans.com). The lunch (was) worth approximately $100. Each book purchased (was) an auto entry.
Personally, I had a fantastic “anniversary” weekend. I was taken to a Moroccan restaurant where we literally took off our shoes as if we were honored members of the family; went to an all day workshop; had dinner at another hoity-toity pizzeria, and went on a carriage ride before retiring to a nice hotel where a bottle of champagne and a fruit and cheese plate was waiting for our return. It was a lovely weekend to recharge!
That sounds fantastic! *sigh* A carriage ride and a cheese plate…I’d be in HEAVEN.
For more information about Aspen Mountain Press, please check out their website: http://www.aspenmountainpress.com.
For a link to my titles with Aspen Mountain Press, go HERE.
On a side note, I have two Del Fantasmas coming out this year. Stay tuned for more information!
Holiday Howlz: Werewolf Woes
