Running a Small Press or Poetry Journal

Dreaming of starting your own poetry journal or small press? This class covers the pros and cons of various approaches, in print and online, relying on your input and discussion. With the right building blocks and good planning, you can turn your publication dream into a reality.

Motives/Benefits

Why do you want to start a journal? Let’s brainstorm some motives and benefits.

Branding/Genres

Do what you love most, and if you can, find a niche and fill it as best you can. Study Poet’s Market to know your competition. Think hard about a distinctive title for your journal, but remember that a good “brand” is built by dedication, consistency, and high-quality content—what you put into it, not just want you want.

Financing/Subscriptions

Are you prepared to lose money? This is common for many new printed journals. But you can also consider it an investment—an apprenticeship—in learning the printing and editing business. And project management. Let’s discuss some financing options and ways to save money. Even online, you’ll still have expenses.

Layout/Design

When computers first became common twenty years ago, Robin Williams (not the comedian) published a book called The Mac Is Not a Typewriter (there was also a PC version). Typing is not typography, and it’s worth learning essential typographical skills—we’ll discuss some basics.

Printing/Distribution

Are you a local, regional, or national journal? Include distribution costs into your subscription rates and budget. If you’re local, will you distribute your journal to local bookstores? Build a relationship with a printer, and see if you can finagle a discount if you print with them regularly. Consider print-on-demand printers, plus cheaper Midwest printers rather than just local ones. The cost of shipping from a distance can be offset by not having to pay sales tax.

Frequency

Quite a few journals go from monthly to quarterly to an annual frequency. It’s hard work to sustain a frequent publication. You may have energy for it now, but might not in a few years’ time. Most small-press journals seldom last more than two years—pace yourself.

Website

Create a website for your journal. Free sites at Google Sites and Weebly are good resources, or use blogging sites, especially if you want to encourage interaction and feedback on postings. Look professional, with great attention to detail.

Publicity

Most small poetry journals build their audience slowly, by word of mouth. As contributors start listing your journal as a publication credit, you’ll gain interest. For both online or printed issues, build a mailing list and Facebook page to notify interested readers. Use Twitter and blogs (get others to blog about your journal too). Leave flyers or postcards in literary centers and colleges. Encourage your contributors and subscribers to spread the word.

Submission Guidelines

Don’t open the door too widely. Keep a cap on how much work it takes you to process submissions and put out an issue by limiting submission periods and how much work each person can submit. Get your guidelines into Poet’s Market and similar guides (some are online).

Teamwork/Delegation

Get help. Develop a team. You can seldom do everything yourself, and if you want to build a reputation for prompt responses and reliable publication times, having a team will help ensure that you can fill in for each other when necessary, and also help motivate each other.

International Standard Serial Number

You can apply for an ISSN online, either before your first issue or later. Study other journals for details like this to make your journal look more professional.

Endgame

Know when to call it quits. If the publication becomes too much work, and streamlining your process doesn’t help, or if your interests change, you may need to move on. If you can’t find someone else to take over your publication, end it graciously, if you need to. Refund unfulfilled subscriptions. Be clear, transparent, and responsive to your subscribers and readers—and remember, they are your customers.