On beer and books: micropublishers and microbreweries

I came across the term ‘micropublisher’ only fairly recently – last year (2011), I guess. And it is even more recently that I began to use it to describe my own business. At first I was reluctant to call it that, not because I doubted its accuracy, but because it sounded to my ears rather dismissive. Now, though, I’m entirely happy with the appellation.

What has changed? In short, the realisation that there was an analogy to be drawn with microbreweries. There’s nothing dismissive about the term ‘microbrewery’. If anything it’s the opposite: beer enthusiasts relish the craftsmanship, innovation, and variety that microbreweries bring to the marketplace. I’ve certainly come across good microbreweries myself, starting with Cropton Brewery.

I was reminded of the potential for analogy – between microbrewery and micropublisher – by watching a video on Reuters’s website (’Microbreweries put fizz into flat beer trade’, 23 March 2012).

Of the points made in the film, I suggest five lend themselves to analogies with micropublishing:

  1. According to analyst Spiros Malandrakis,‘Millennials [i.e. The younger generation]…are essentially bored with mainstream brands and they’re much more eager to experiment with new products.’
  2. Malandrakis again: ‘The main thing to remember is having a story, having  character, and doing it differently – and that is what microbreweries are doing.’
  3. According to narrator Amy Gardner: ’Craft brewers say it’s precisely by keeping their recipes strong that stronger beers require more ingredients and more ingredients give a tastier pint.’
  4. On price (because craft beers tend to be stronger, they attract more government duty, and so cost more): ‘You’re not paying more for the same, you’re paying more and getting more and hopefully…people will start thinking about that, rather than paying less and getting less’ (Neil Taylor of Brewdog).
  5. Gardner again: ‘Perhaps the biggest challenge facing craft brewers is success itself. As each big order takes them closer to the mainstream, they risk losing the cult appeal that made them popular in the first place’.

 All this chimes with our own growth strategy, which runs as follows:

  1. To publish within a niche (for example, creative writing in higher education), developing a dedicated imprint (a ‘character’, if you like).
  2. If all goes according to plan and the niche proves successful, identify another niche and publish within it, again with a distinctive imprint.

Thus however successful our plans, we will never become a general publishers, producing ‘boring’ brands. Our aspiration is to become not a mass publisher, but a serial niche publisher.

Advertisements

5 Responses to “On beer and books: micropublishers and microbreweries”

  1. Thanks for the analogy; there are good parallels here. However, the idea of being a serial niche publisher is a superb one. Thank you for your ongoing insights. I enjoy your blog and wish that I could be as committed. Best wishes – Gerald Jackson

  2. […] 1. Inspiration. One sees someone doing something good in one industry and thinks, “I’d like to do the equivalent in mine”. (For an example, see my post on the analogy between micropublishers and microbreweries.) […]

  3. […] an earlier post, ‘On beer and books: micropublishers and microbreweries‘ (3 Apr 2012), I explored a parallel between the attractiveness of the outputs of both kinds […]

  4. […] I first wrote a post about the analogy between books and beer (3 April), I intended it as a whimsical one-off, rather than a start of a series. But I keep […]

Please add your response

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: