How One Phone Call in 1996 Led to a Life of Self-Publishing

by Jen Payne, author, Sleeping with Ghosts

I started my business, Words by Jen, in 1993. It was a part-time effort at first, offering writing and “desktop publishing” services to a small-but-growing list of local businesses, artists, and non-profits. By 1996, I had moved my office from the second bedroom of an apartment to commercial office space and was ready to leave my job at a local print shop to dedicate my time to my own work.

Back then — pre-Google and social media— one of the best ways to market a business was to have a listing in the phone book. Phone books, for those of you who might not know, were kept in every household and included all of the landline phone numbers in your town. There was a white pages section for home phone numbers and a yellow pages section for business phone numbers and advertising.

In the fall of 1995, I placed a yellow page ad in a phone book that would be in every home within 20 miles of my office.

The very first phone call I received was from a woman named Dale Carlson. Dale was a well-known New York City author who had moved to a shoreline town here in Connecticut and started her own, small publishing company, Bick Publishing House.

We met over coffee at a local breakfast spot, and had a very long conversation about how we might work together. She was as curious about me and Words by Jen as I was about the strong force of a woman sitting across the table from me.

Dale was 60 years old when we met, with an impressive resume of writing and publishing experience. She’d written more than two dozen books at the time, had been published by Atheneum Books, Doubleday, and Simon & Schuster, and was the winner of both an ALA Notable Book Award and the Christopher Award.

She had traveled all over the world, practiced yoga and meditation, was an advocate for folks with mental illness and addiction, read voraciously, and had recently become a licensed wildlife rehabilitator.

I, on the other hand, was barely 30 and just starting out in my career…and my life. I must have seemed so young and naïve to her. Still, something clicked for both of us and we agreed to draw up a contract for “book design and marketing services.”

From that first meeting, Dale and I went on to create more than 30 books, from her first series of wildlife rehabilitation manuals in the late 1990s to her final book OUT OF ORDER: Young Adult Manual of Mental Illness and Recovery.

We started on that journey together before independent publishing was a thing, before print-on-demand and Amazon and self-publishing. Dale had taken us out to the leading edge of this new industry, and it was an amazing ride!

She knew, for example, Jan Nathan — the founder of Publishers Marketing Association (PMA) which became the Independent Book Publishers Association (IBPA). Her books were edited by Ann Maurer, who had a long history of editing for well-known publishers, and our team included Jean Karl from Atheneum and award-winning artists like cover designer Greg Sammons and illustrator Carol Nicklaus.

During our time together, I gathered a set of design and publishing tools that still serve me well today, including a well-worn copy of The Chicago Manual of Style that Dale gave me all those years ago. From her, I learned about book industry standards for design,how to edit and organize content professionally, what makes for a good cover design and effective back cover content, how to position a book properly for booksellers and libraries, and so much more.

Ask me what inspired me to write books and how I came to start my own publishing company — Three Chairs Publishing — and I will tell you about the 25+ years that Dale and I worked together: the long hours of editing around her kitchen table, selecting art and cover designs, developing a house style, and promoting her books.

The skills I learned from her then I apply now to my own books, and to the growing list of self-published authors I get to work with as Words by Jen. All total, I have had the privilege of shepherding well over 150 books out into the world, from Dale’s books and my own, to a long list of poetry, art, history, fiction, and non-fiction titles.

And to think it all started with that yellow page ad, all so many years ago!

Photo: Jen and her mentor, Dale Carlson, at the launch of Jen’s first book, Look Up! Musings on the Nature of Mindfulness, in 2014. Sleeping with Ghosts is her fifth book under the imprint of Three Chairs Publishing.

This essay was originally featured in the WOW! Women on Writing national Blog Tour for my book Sleeping with Ghosts: Poems & Musings.