Just finished skimming USA Today’s list of the best-selling books for 2010, and the top sellers week by week. I’m not surprised to see Stieg Larson’s Girl trilogy topping the list, and familiar names dominating the list, like Nicholas Sparks, Stephenie Meyer, Nora Roberts, James Patterson and John Grisham.

But as I quickly skimmed the list, I noticed very few titles by writers of color, featuring minority protags/individuals or dealing with multicultural issues. Coming in at #9 is Kathryn Stockett’s The Help–which I read and liked for the most part,  followed by Chris Cleave’s Little Bee at #22, James Patterson’s latest entries in the Alex Cross series at #45 and #57, Harper Lee’s To Kill A Mockingbird at #54, The Blind Side at #65, Game Change at #71 (I included this because some of the subject matter deals with President Obama), and Rebecca Skloots The Immortal Life of Henrietta Lacks at #82.

If I missed a title, forgive me, but what’s going on here? Obviously this list represents the best sellers, but what does this signal, if anything? Is it just a simple matter of numbers, and writers of color sold well but not enough to make the list? Or, perhaps, that a writer of color crossing into the mainstream markets is a far greater challenge than we think? 

I’m curious to know what people are reading. What books did you buy, download, check out or listen to in 2010?

Here’s USA Today’s week by week top sellers:

WEEK	TOP SELLER
Jan. 7, 14	The Lovely Bones, Alice Sebold
Jan. 21, 28, Feb. 4, 11, 18, 25	Dear John, Nicholas Sparks
March 4, 11, 18, 25, April 1, 8, 15, 22, 29	The Last Song, Nicholas Sparks
May 6	Burned, P.C. Cast, Kristin Cast
May 13	Dead in the Family, Charlaine Harris
May 20	Women, Food and God: An Unexpected Path to Almost Everything, Geneen Roth
May 27	Spirit Bound, Richelle Mead
June 3	The Girl Who Kicked the Hornet’s Nest, Stieg Larsson
June 10, 17, 24	The Short Second Life of Bree Tanner, Stephenie Meyer
July 1	Sizzling Sixteen, Janet Evanovich
July 8, 15, 22, 29, Aug. 5, 12	The Girl With the Dragon Tattoo, Stieg Larsson
Aug. 19, 26	Eat Pray Love, Elizabeth Gilbert
Sept. 2, 9	Mockingjay, Suzanne Collins
Sept. 16	The Girl With the Dragon Tattoo, Stieg Larsson
Sept. 23	Safe Haven, Nicholas Sparks
Sept. 30	Freedom: A Novel, Jonathan Franzen
Oct. 7, 14	The Girl With the Dragon Tattoo, Stieg Larsson
Oct. 21, 28	The Lost Hero, Rick Riordan
Nov. 4	The Confession, John Grisham
Nov. 11	Happy Ever After, Nora Roberts
Nov. 18, 25	Diary of a Wimpy Kid: The Ugly Truth, Jeff Kinney
Dec. 2, 9, 16, 23, 30	Decision Points, George W. Bush

Winter is not my favorite time of year, and strangely, I feel like the little robin in the picture above. Cold, and wondering how much longer, Lord? But as the Northeast cleans up after its third(!) snowstorm, it looks like it’s going to be a long season. 

Which means…more time to write!  And blog! And market! And be more productive! All goals (not resolutions, because I will break them) that I set for myself this year. I even scooted down to South Carolina for two weeks in December to pull myself and company plan together for 2011.

I’m excited that we’ve released two titles to date–Southern Discomfort and The Other Sister–but as we move toward releasing our 2011 list, our focus will be marketing. Because let’s face it: after months and months and months of edits and production work, it will all be for naught without tight marketing. It’s a challenge trying to incorporate all of the social media tools, from Facebook to Twitter and everything in between, but we have some good things in store this year and, more importantly, a revised and more solid plan to follow. It’s not easy being a small business owner, especially in the world of publishing, but I’m learning to adapt, adjust and be more flexible and creative. And decluttering my life so that I have time to do all of those things.

Make today the day you write 10 pages!

Tieffa

Editor’s Disclaimer: I’m blogging right now on no sleep and lots of caffeine, so forgive me if I run off the reservation a little.

The Other Sister is officially available on Amazon, Barnes and through us (claps! drum rolls!), but it truly takes Herculean efforts to make things happen.

Of course, I recognize that part of it involves the infamous learning curve (more on that later), with us being a new publisher and all, but the other part is the difficulty in breaking through an industry that’s experiencing an identity crisis–and an abundance of titles on everything under the sun. I’m amped about the release of The Other Sister, but I wanted to share some of the things that go on behind the scenes (and why I’m about thisclose to bringing an assistant or intern on board to help out with things).

I’ve blogged before about our process, but it goes a little something like this:

1. Submission comes into inbox, we mark it by date and read it when we get to it. And yes, we read everything. Which leads to our first lesson:  we gravitate toward the stuff that meets our guidelines. It makes life easier and shows a commitment from the writer. But I’ve backed away from personal responses to every single email because it would take all day, every day to do so. Still trying to figure out a way to keep things personal and connect with aspiring writers, so I welcome your suggestions on this one.

2. I stew on submissions that pass inspection.  I ponder the potential, even if, in my mind, there are problems. Of course, this is all very subjective, but it can take me months to pull the trigger. And I am the one to pull the trigger, even when others don’t like a particular title. I’ll blog later on how, as much as I love reading and love curling up with a stack of submissions and edits, I’ve developing a severe case of cabin fever.

3. If I want it, we negotiate. As a small pub, this process isn’t involved as it probably would be if we were say, Random House, but we work to offer writer-friendly terms.  

4. The real work begins with edits. I think our authors probably hate to see an email from me during the editing process, but we put a lot of work in and this also takes months. And a new eyeglass subscription. I’m actually behind at the moment on edits–way behind–and lesson number two for me is you can’t do it all. I’m struggling with this though, because I think this is my strong suit (tell me if I’m wrong PP authors!), but going forward I’m wondering if I will have to cut back on my line by line edits for every manuscript we acquire to keep pace.  

5. After edits comes production. This has been a challenge for me so far, and the truth of the matter is that this tends to be the point where our schedule begins to take a hit. This is hard for me because I like schedules and deadlines. But creative types are notorious for missing deadlines because inspiration hits when it wants to, and it’s always a challenge to find a cover that works for me and the author.

Along the way, I’ve learned why the big boys just send the author the finished cover or edits without input from the writer, but I’m not ready to do that. We’ve also been trying out freelancers, and I’m having a challenge here as well, but I’m keeping my fingers crossed that this will get easier as we grow. I will say, however, that I’ve acquired my own copy of the Chicago Manual and Adobe design products because a good indie pub needs to be able to handle things on the fly when things hit the fan.

6. David meets Goliath. I like David. A lot, and I draw inspiration from his story, But facing this publishing giant is a …*struggles for a word that doesn’t start with “m” and end in “r.”* 

I keep telling myself that as we get bigger, things will come easier, and that part of this for us is establishing our street cred. But this has been more difficult as more people self-publish under their own banner. I don’t knock self-publishing (hell, I’m technically doing the same with my own book), but it makes it harder to get reviews, face time, market positioning and the like. One must grind harder, and that’s where our learning curve has been the sharpest in overcoming the needle in a haystack syndrome.

Case in point (and Cheri, forgive me for using you as an example): With The Other Sister, we had a bit of a kerfuffle getting this out on time and on Amazon and it all stems from the fact that I found a big ole’ glaring typo on the back cover. I mean, staring me right in the face, like it hadn’t been there the entire time I’d been staring at the proof. But when did my tired eyes see it? A couple of days before the release, and Lawd Jesus things really broke loose. I’m talking coffee sprays out of mouth and heart leaps out of chest type drama, and my life became a mad dash to fix the problem and get the book ready to go.

But as we missed deadline and anxiously waited for the book to show up online, I wondered how the wheels would have moved if I were one of the big boys. First of all, I wouldn’t have to give up as much of a discount as I do to get listed (different convo for a different day, but I encourage you to buy direct from us!), but I honestly believe that if we were bigger or more established, things could have happened much faster than they did. Maybe I’m wrong to take issue in light of the circumstances, and maybe these things take time because we are new, but the past two weeks have been incredibly frustrating.  

 7. Social media is not really social. Facebook, blogging, tweeting, emails, where does it end? To do all of these things to promote takes work, and given the amount of time required, I’ve actually decided to pull back a bit until we get over the hump of our first list. Over the next few months, our energy will be directed toward marketing Southern Discomfort, The Other Sister and the remainder of the titles we’ve committed to, though planning ahead is unavoidable and I’m carrying a stack of edits and submissions in my tote as we speak. 

But as my relationship/situation? takes blow after blow because of my schedule, I miss holidays at home and I long to go on a real vacation with no laptop, Blackberry or Droid, I’ve realized that…

I wouldn’t have it any other way. Although though things have been a bit overwhelming, talking to people like Cheri and LaTonya and being part of the process to get their stories out–as imperfect as it may be–or meeting people who have their own dreams of writing and publishing makes it all worth it, sleepless nights, stress and all. I’m decluttering some parts of my life because I know that the final key to making this all work is to make my media more social, and to take more time for myself even as I work harder.  I’m keeping the faith that we have our breakthrough moment soon, because we’re all working really hard. In fact, I know we will, and thanks to those of you supporting us along the way.  

Congrats Cheri. We’ve only taken the first step.

TNH

I’m excited about the long-awaited release of Cheri Paris Edwards’ The Other Sister, so much so that I had to think long and hard about the words that could truly capture what this novel means to me.

Now in the interest of full disclosure, I’m geeked up about all of the novels that we’re publishing under our banner, and each work has special meaning to me. We spend months on editing and development, and it’s impossible to spend the amount of time that we do without becoming connected to the writer and project.

Cheri was the first writer to sign with Plenary Publishing, and her work and commitment to the craft of writing not only inspires me, but pushes me to keep doing what we’re doing as a company. And when I have doubts or question my crazy decision to venture into the uncertainty of the publishing industry, I lean on the conversations that I’ve had with Cheri and other writers about why we write, and why we have to do what we’re being led to do.

I also draw on the feeling that I get when my spirit connects with what I’m reading, and Cheri’s work, like the others PP’s committed to, hooked me and wouldn’t leave me alone until I reached out to her and made an offer.

I posted the synopsis below, but I want to emphasize that while Cheri’s novel is a modern take on The Parable Of The Prodigal Son, I hesitate to classify her work as Christian fiction (and haven’t) because Cheri tackles issues that we aren’t talking about in church, like dealing with the burden of our past (especially if we’ve been so-called ”out there”) and the emotional challenges of being successful and single over 30, 40, etc. (ya’ll know it’s not easy!). 

Every time I read The Other Sister, something new connects me to the characters and the current season of my life. I can’t wait for you to read what Cheri’s written, and I encourage you to pre-order the book. 

THE OTHER SISTER SYNOPSIS

Bishop James Jefferson and his wife, Lena, are elated when their daughter Sanita breezes into town after a mysterious disappearance. Not so thrilled is Sanita’s older sister, Carla, who’s instantly suspicious and resentful of her parent’s eagerness to welcome Sanita back with open arms and no question about her whereabouts. The two sisters have never been close, and Sanita’s absence has widened the distance between them.

Sanita quickly eases back into the comforts of home, but she’s haunted by dark secrets, lies and the shame of a lifestyle that took her far from her roots as a minister’s daughter and jeopardizes her attempts to rebuild her life–which now includes a blooming romance with Terrence Catchings, a handsome former basketball player. And despite Carla’s efforts to uncover what really sparked Sanita’s sudden return, she’s facing her own challenges as the new principal of the town’s charter school, sending her on an emotional rollercoaster and into the arms of a familiar comforter: food.

As each sister struggles with her own baggage, insecurities and the burden of keeping it all together, James and Lena must balance ministering to their daughters with the demands of their flourishing congregation. But when Sanita’s skeletons begin to tumble out of the closet in dramatic fashion, a battle-worn Carla discovers that the man of her dreams–none other than Terrance–has eyes for her sister, and James’s and Lena’s marriage faces its own threat, the family must embark on a spiritual and emotional journey that will test their bond, the limits of their faith and their understanding of grace and true forgiveness.

We’re giving away a trip for two to New Orleans. Yes we are!

To celebrate the release of LaTonya Jones’ debut novel, SOUTHERN DISCOMFORT, one lucky reader will win a trip for two to The Big Easy. The package includes roundtrip airfare for two, two nights in New Orleans, dinner for two each night, two tours of New Orleans (your choice), a flip camcorder and lunch with LaTonya Jones!

The contest starts on August 31, 2010. Visit LaTonya’s website to sign up for her mailing list and get an official notification of the contest’s start date.

Check out the synopsis for LaTonya Jone’s forthcoming novel, SOUTHERN DISCOMFORT. LaTonya’s website is up and the first chapter is available for preview. I’ve said time and time again that I absolutely love this work, and you’ll see from the first chapter what drew me to LaTonya and her awesome look at life in New Orleans post-Katrina.

 Southern Discomfort Synopsis

Nine months after Hurricane Katrina, the stress of living in New Orleans (dubbed “FEMA Wonderland” by its residents) has taken its toll on schoolteacher Janae St. John. Her marriage is in the toilet and her flood-damaged house is uninhabitable. Just as she is about to abandon her rebuilding efforts and leave the city for good, she is reunited with Lucien Roque, a childhood friend who promises to make all her dreams come true. But the price of Lucien’s friendship may be much more than she’s willing to pay.

Aeneas “Neo” Henry, a local musician, has simple goals in the wake of Hurricane Katrina. Widowed by the storm, he plans to rebuild his home and reclaim his two sons, who now live hundreds of miles away in St. Louis with the in-laws who blame him for their daughter’s drowning in the floodwaters that swept New Orleans. But Neo’s growing drinking problem threatens his plans and fight for survival in the city that’s not only his home, but the core of who he is.

 Drawn together through tragedy and pain, Janae and Neo forge an unlikely friendship through the uneasiness of their struggle to start over. But as they venture into the unchartered territory of their new lives, the twists and turns may undermine their will to triumph over the odds.  

Set against the backdrop of a post-Katrina New Orleans that includes a colorful cast of residents, LaTonya Jones paints a raw and vivid picture of the rebuilding efforts, and what it means to be resilient, to breathe again despite the pain, and to move forward no matter what. SOUTHERN DISCOMFORT will make you laugh and cry over the daily challenges affecting Janae and Neo, and it will stir your soul as you cheer for the city of New Orleans and the people fighting for it to rise again.

I’m over the moon about the cover for LaTonya Jones’ forthcoming Southern Discomfort, a moving, hilarious and sometimes painful look at life in New Orleans post-Katrina.

Since we launched, I’ve developed a gut instinct barometer for how I select works that we want to publish. It either hooks me from day one and forces me to abandon whatever plans I had so that I can finish the book, or I see so much potential in a submission that I fall in love with the concept or what the author’s trying to say. In LaTonya’s case, she had me at hello, and I love what she did with this novel.

When we first heard that HBO was doing “Treme,” a series about life in NOLA post-Katrina, we panicked a bit because we weren’t sure how the show would be, and whether it would hit too close to LaTonya’s work. But as I get into catching up on the HBO show, I’m seeing that not only do they offer distinct views on life in The Big Easy, but it made me love LaTonya’s work even more because she went there. Southern Discomfort is real, raw and passionate from the very first page, and it hits at the nerve of how hard the rebuilding effort really is in NOLA–especially in the year following the storm. It’s not about rebuilding a city; it’s about reclaiming a way of life, of trying to recapture the city’s soul and  essence while realizing that many things have changed permanently, including yourself.     

I can’t wait for you to read this work, and LaTonya’s site will be up in the coming days. Special shout out to Richard Harris, who designed the Southern Discomfort cover and gave me chills when I opened up my email and saw what he did with the photo that LaTonya and I selected for the cover.

In some ways, I’m starting to feel like an exec at a record label–in terms of adjusted dates and nailing down our release schedule. Of course, part of this is being a newbie publisher, while the other part has been shaped by the demands of the traditional publishing schedule (which is quickly falling by the wayside).

As you may, or may not know, we’ve adjusted our release dates to accommodate various things that have happened along the way, as well as in the name of getting it right–or as close to perfect as we can. I’m making one final adjustment to the release of The Other Sister to accommodate the review schedule of the major reviewers, like Publishers Weekly and Booklist. So, the release date has been pushed to November 2010, though we’re not changing the release window for Southern Discomfort and Brand New Leaves, barring a few days of adjustment by the distributor. 

Reviews are one of the areas that I’ve personally wrestled with since we started this journey. After repeatedly talking to some seasoned vets in the industry and relying on my own gut as an avid reader, I’m of the mindset that reviews from reviewers (and readers) that fall within your target market are critical, while some of the major reviewers (NY Times, PW et. al) are great for…the traditional literary set.

Now don’t get me wrong: I’m not coming at the major reviewers and would love to have the Times or PW write up an awesome review for one of our books. In fact, we’re seeking those reviews and my fingers are crossed that they’ll have great things to say. My point is more directed at sales, and I feel that a great review from RawSistaz, Apooo and the host of AA book blogs, reviewers and readers who post great feedback on Amazon carry far more weight in terms of sales.   

Reviews from industry publications carry weight and can affect sales generally, especially within the library market, but the industry itself is undergoing so many changes that there are ways to publish outside of the traditional publication windows and still reach your target market or sales channels. For example, the Independent Book Publishers Association has many marketing programs set up for indie publishers, including targeted and direct advertising to libraries and the individuals who make buying decisions. The American Library Association hosts conferences twice a year, where thousands of librarians gather and make buying decisions for their home libraries. We’re going to their midwinter meeting in San Diego in January 2011 because to network, meet and sell orders, because in my mind, nothing beats personal contact. 

The point is that if you want the sales, you can find them if you’re willing to go get them and we’re doing just that. And I also balance this against sending out galleys that may not be the best reflection of the book at that moment, just to score a review that may ultimately be harmful. I can work around generating sales if I opt to forgo the traditional review window, but a bad review…not so much. I look at my own work sometimes, and it’s amazing to me how much can change about a book in the span of a month or a day that makes the work much better and a stronger read.  

That said, one of the things that I’ve promised to every author under our banner is to do right by them, and to make sure that every book has an opportunity to reach wide markets and generate sales. So in the case of The Other Sister, we’re making adjustments to the schedule, particularly because Cheri Paris Edwards has been published before, and a review of her second novel by the mainstream reviewers is important to her process. We’re still going forward with the promos and the plans, and keeping our fingers crossed that we’ll score great reviews from all of the reviewers.

Stay posted for more details this week.

Editor’s note: That picture of Cheri is the business, isn’t it? Look at those cheekbones!

Check out Cheri Paris Edwards new website! We’re close to her release date, and her site has great stuff about her, the book and the special promo we’re doing to celebrate her release.

There’s a bit of pomp and circumstance for Cheri because she’s the first release under our banner, and we’ve put in so much hard work on her book. Although in some ways our publishing journey could be titled A Series of Unfortunate Events (I promise to post more about the highs and lows of publishing–it’s work ya’ll) , we get chills thinking about how close we are to sharing Cheri’s book with you.

Stop by her site, read the first two chapters and make sure you return to buy the book and register to win a fabulous trip for two to Chicago.