Independent Ann Arbor Publisher Opens Bookstore

ANN ARBOR, Mich. - Jan. 18, 2015 - PRLog -- Surprised by locally-owned Ann Arbor bookstores' indifference to local authors, indie book publisher Master & Fool LLC pursues a novel approach; they open their own bookstore and cut out the middle man. Launched in December, the on line store has received an enthusiastic response from other local, independently-published authors.

The battles in today's rapidly evolving publishing landscape - characterized by high-profile cases like Amazon vs. Hachette - often leave smaller publishers, distributors, and retailers in limbo. The larger established distributors make it clear to retailers that they don't want to see "on demand" titles on the shelves next to their products, while independent publishing methods are often the first choice for today's media-savvy content creators.

Seeking a way to reach more local readers, Ann Arbor indie publisher Master & Fool LLC - which has a small catalog comprised of titles by authors Nicklaus Suino and Ian Gray - decided to turn the conventional model on its head. Rather than struggling to get titles on the shelves of disinterested local retailers, they opened an online store dedicated specifically to promoting Ann Arbor authors, even if the books are produced by other publishers.

"It's an interesting test case for the concept of 'co-opetition'", remarked Master & Fool's Ian Gray, adding "hopefully all local authors will benefit, including us." The initial response of other local authors has been mostly positive so far. In an ironic twist, one local author was having trouble getting a book about Ann Arbor itself on local retailers’ shelves.  Commenting in a social media discussion, she remarked "This is such a great idea--thanks! As a first time published author, I have been really saddened by the lack of support both me [sic] and my publisher received."

Creating a store like this doesn't place a publisher like Master & Fool at odds with local retailers, since the outlets aren't carrying the titles anyway. Suino points out that building an online resource like this benefits everyone - the author, the publisher, and the buying public - because, as he put it: "As people who love books, bookstores, and the local literary scene, a natural extension of building the store itself is to present related resources. That's why our site at MasterandFool.com has sections devoted to listing Ann Arbor bookstores, book fairs, and even other local publishers. It seems counterintuitive to promote one's supposed competitors, but we think this positive approach will work."

Master & Fool's store (http://masterandfool.com/ann-arbor-books/ann-arbor-authors) currently features over 300 titles by Ann Arbor authors, and more are being added on a regular basis. Future plans for this new Ann Arbor bookstore include guest blogging by local writers, in-depth features on the local book fair and writing workshop scene, and even interviews with the owners of other local retail outlets. "We were relieved to find we weren't alone in our frustration. We're confident we can turn this all into a positive new angle for everybody though" Gray said, referencing the positive response to the Facebook group Ann Arbor Authors (http://facebook.com/annarborauthors)  "We look forward to exploring more channels to reach readers this way on sites like Good Reads. This is actually fun!"