SP Bonita:

First of all, would you share with our readers the origin of your publishing company, what was your inspiration and were there any hurdles you had to conquer to start your business?

LaMont:

I started my publishing company March 2003. I had written a meditational journal that I wanted published. I had sent the manuscript to several large publishing houses in New York and Christian publishers, and they all rejected me. At first

I was disappointed and a little angry, but then I said, "Wait a minute. I'll publish my own book."

I have an acquaintance who is a journalist from Texas, Roland Martin, who is a commentator on BET and other network shows. He had published his own book and started his own media company, and that inspired me. I started my own publishing company and the fifth book recently was launched.

I decided not to rely on someone else to do what I can do. I see a lot of other writers out there like me who are trying to get published but don't get a fair shake from the big publishing houses. You have to pay to large sums of money and

there is no guarantee they will publish you. I started Pneuma Publishing and found people have really flocked to it.

I've had this entrepreneurial spirit since I was in high school (Owensboro, Kentucky). I received honors from my participation in Junior Achievement, an

organization that kindled my interest in business ownership. My father is very entrepreneurial and my mother owned a flower and gift shop in Lexington

(Kentucky).

While starting my company, I was a full-time student at Pittsburgh Theological Seminary and I was working part-time at the Post-Gazette. I've always felt

everyone should have more than one source of revenue in case you lose one job or something happens. It was difficult at the time, but it was worth doing. Once I got the structure up, it flowed from book to book. Laying the foundation was a one-time thing and now I am refining the process of dealing with authors and the publishing industry.

SP Bonita:

What does your company provide authors; they may not receive with other companies local or national?

LaMont:

I provide a personal one-on-one work relationship with the authors. We are virtually unlimited in terms of access for local authors. There have been three

of them. I also published Zach Mills, an author from Tennessee. This year I'm publishing my father, who lives in Kentucky, but most of my authors are in

Pittsburgh and I am right here in the city. They save on cost, too, because I don't charge high prices. I could justify higher prices based on the overall

market and my expertise, but I don't do that. Our price is just a tiny fraction of other houses. The authors are well rewarded with the personal touch, the care and concern from one person.

Most companies large or small can reserve control over your book. They may change the title if they want and they reserve control over your content and

control over your cover. Now what I've done up to now, was to give the author total control and I give them advice. I hope they take my advice and my wisdom, but I leave it up to them. It's their book. However, I've found it necessary and beneficial to the overall project to pull back some control. I find I need to have more influence because my name is also on the book. My reputation is at stake as well as the author's.

SP Bonita:

I was not aware of the control the larger publishing houses have over an author's book. I could not see someone changing my manuscript that I worked

several years to get it right where I want it.

LaMont:

Yes, I did a lot of research. Most books are published in the U.S. by five or six conglomerate publishers and their divisions: Random House, Inc; Penguin

Putnam, Inc.; HarperCollins, Time Warner, Simon & Schuster. These publishers are looking for certain things. They'll say, "Your book is nice, but we're not looking for that right now."

SP Bonita:

Most first time writers feel a publishing company's main objective is to print the book after they, the author, have completed the manuscript, finalized the

format, the editing services, the cover design, the copyright and received their book's ISBN number.

I am sure a publishing company is much more involved with the author in the overall process. Would you enlighten our readers on how involved your company is with the step-by-step publishing process?

LaMont:

We do everything except actual printing of the books. Often the author will have to do everything unless they sign on with a really big publishing house with a really big contract; something like Oprah would get for a book or another big famous person, like the author of the Harry Potter books. But for most of us, who are unknown, you do have a lot of expenses.

0Most houses don't give advances, anymore. Pneuma is still small, so we don't have advances, either. But I cut the cost in so many areas, it's like an

advance. And I don't receive a portion of all books sold. My company does everything except the printing of the physical book. We do the publicity, we

offer PR packages, cover design, illustration, lay-out -- our company does it all.

SP Bonita:

All those services will be included in the fee, broken down by costs?

LaMont:

Exactly.

SP Bonita:

What about the copyright issue, does the author retain the copyright, which is responsible in obtaining the copyright number?

LaMont:

The author retains all copyright. If the author wishes, we will process the copyright documents for the manuscript. The author already has the artist's

first copyright; in that you created it so it's yours. Your rights would be ensured by going through the copyright process. A lot of people don't realize

it, but placing the copyright symbol (©) is also a legitimate form a copyright protection.

SP Bonita:

Let's be real, publishing a book cost. I know each situation is different, what do you base the cost of publication?

LaMont:

I based my cost on what I feel is affordable for most people. I also base it on the size of the manuscript. I haven't placed an hourly rate in the past, but in

2005 I will move to that. I may give authors an option of an hourly rate or a flat rate. This will help reflect more of the labor and time that I put into it.

I will continue to work with each author on an individual basis.

SP Bonita:

Do you use standard contracts? Do you require the authors have legal representative or Agents?

LaMont:

I have two types of contracts that I offer to my authors: 1) Standard contract that details each service and explains the cost; 2) An addendum contract with a choice of two PR packages,. Both packages are priced reasonably.

SP Bonita:

Is there an additional cost for printing more than one book, say the author may want to print 15, 25 or 250, 500 books. What price would they expect to pay?

LaMont:

The author decides how many books they want printed. I will work with the printing company to get the best price. As always, I will offer my

recommendations from my experience. My advice would be for a first print, not to print more than 500 books. I am sure you know a lot of people -- I know a lot of people -- but everyone you know is not going to buy your book. That's the hard reality. You will find who your friends are and who loves you, by who buys your books. Remember, everyone is not going to buy your book. Most authors print 250 books, which I advise. You can always go into a second printing. Also, in case something happens with the first printing, such as a major unforeseen error, you can correct it in a future run without having to sell through an additional 250 or 500 books. 

SP Bonita:

What do you expect from the author? What should the author have done before they call you?

LaMont:

The manuscript should be typed, preferably on one side of the paper. The author will receive a letter stating we received the manuscript. We will inform the author it will take approximately 10 to 12 weeks to review their book and we will get back to them.

If I choose to accept the manuscript for publication, we will mail a contract with an acceptance letter to the author. The PR contract comes later on. The

contract will list the stipulations, and if they agree, they will sign it.

Another important topic, the retail price of the book. I will let the author know a too high a price may make it harder to sell. It's good to research like

books, in topic and size for their pricing.

I also expect the author to come to me with an open mind, a good attitude, to be receptive, to ask questions, to listen, to understand and to know good advice when they hear it, and take it. Also, it's important to be honest and focus on realistic goals.

By this time of the journey, the author should know what he or she wants. It's not good for an author to do a lot of revisions at the final stage; this will

only add to their cost. There is nothing wrong with having a change of thought, but if they are constantly going back and forth, this will definitely add cost

to their package.

SP Bonita:

Do you assist the author with marketing? Book tours? Book distribution?

LaMont:

We assist with all aspects of book after the printing. Even though I offer two PR packages, if the author doesn't opt for the deluxe contract, I will still

help them with advice on marketing their book. I want them to be successful; I believe in helping others. I talk to my authors about media coverage, what

happens at book signings, etc.

What authors sometimes fail to realize at a book signing, the last thing you expect to do is sell books. This is a venue where you meet people, socialize,

network and you might sell some books. I discuss with them how to set up the environment of the book signing, use of traffic flow and table placement, etc. I coach them before they go out to the media, and show them how to present themselves on camera.

Authors must also understand that marketing their book comes down to them. You wrote the book, you should be your best marketing tool. Carry your books everywhere you go. You have to be ready for the chance of a sale. Be careful about giving away books. If people close to you really love you, they should feel honored to buy your book. In certain instances, yes, you may give a few away. For example, I was invited on a radio show, and I did give away one to the hostess. And of course there are relatives to consider.

SP Bonita:

How did you come to know about publishing and marketing?

LaMont:

By reading books, talking to people who own this type of company. People like Roland. And a lot of trial and error.

SP Bonita:

What type of relationship do you strive to build with your clients? I noticed from partial 2004 book release list you are involved with many authors. What

type of relationship do you maintain after the book has been published?

LaMont:

I want it to be a good professional relationship and I would like it also be a nice personal relationship if we weren't friends before the professional

relationship. For example, I had not gone back to my college (Western Kentucky University) because it was so racist. I returned in 2003 when an instructor friend invited me to speak to her journalism class. I met Z. William Mills on that trip; I later published his book, Ghetto of Eden: The Poetic Battle between Humanity and Hip-hop.

I met another through his fiancée, who worked with me at the Post-Gazette. William Feagin, Jr. His book was released in November, "Deep Within Us All." harlan M. humphrey found me through a Courier reporter. His book, "Get Fit Now! 5 Easy Steps for Managing Weight and Living Well" was released in December.

SP Bonita:

Is there a genre you won't publish?

LaMont:

The majority of my authors happen to be of Christian faith.

I've only turned down one book. I look for books with an uplifting message. The book I rejected was an interesting book about why men cheat. I felt the message wasn't positive enough where I would put my company name on it. I felt it was glorifying the act of cheating. I do want to go back to the author and offer some suggestion on revisions, that would cut down the glorification and I would like, if he chooses to work with me, to make it a better book.

I don't like to publish books with curse words.

SP Bonita:

I noticed something really different with Will's book, so I went back and read over some pieces. He never used a cursed word. But his message was loud and clear.

LaMont:

Yes, that is correct, he did not use one curse word. I like that. There are other ways to express yourself other than with profanity.

I recently signed on another author. When he submitted his first manuscript, I circled all the curse words. No major bad words. But I felt he could get his

message through using other words and when he revises the words, the message will still get through.

I feel curse words don't add much to literature. If anything, I feel they can hinder someone hearing your message, and also those words are not everyone's

reality. If you change those words into something else, you will still find that people like your rhythms and your poetry and your prose.

SP Bonita:

What about agents, in this day and age of self-publishing and independent publishing houses, do you feel agents are still an important asset to the

author?

LaMont:

That's a very good question. One thing about independent publishers, which I am, we are growing. People are growing frustrated having to deal with large

publishing houses and don't have that type of money, or they want to work with someone with a more personal touch. That's why they choose the independent publisher.

If you're trying to get into a major publishing house, then yes, you will need an agent. An agent will get you in the door, but you also have to pay them, and you still may not be signed by a large publishing house.

If you are a first-time publisher and you don't want to publish a large amount of books or wide distribution, you don't need an agent. Especially if you

already have a working relationship with an independent publisher. You can negotiate with them. All you need to do for yourself is a little bit of homework

and have a little savvy.

SP Bonita:

Do you plan on holding a workshop that will bring the publishing process closer to the authors?

LaMont:

In April of 2005 I am planning on a dual event, a publishing seminar, where people can attend and receive handouts, have a chance to ask questions and

received advice. The fee will be only a token amount, about $10. It would be followed by a panel of Pneuma Publishing authors who would read from their books and sign them. The reading event will be free to the public.

SP Bonita:

What new releases can we expect from Pneuma Publishing in 2005?

LaMont:

The Best Quotations You Never Heard - R. LaMont Jones, Sr. of Lexington, Kentucky

Spiffed! An Easy, Essential Grooming Guyde - LaMont Jones, Jr.

Fighting the Effects of Gravity: A Bittersweet Journey into Middle Life - James Robinson, Jr.

The Maestro - semi autobiographical by Betty Ruck (the blind lady playing the flute you use to see downtown near Market Square)

Ice Cream, Ducks and Daffodils: A Day with Grandmama and Granddaddy by Cynthia Jones

Other changes in 2005 will include some pricing. The company is growing, as I am receiving new manuscripts almost on a weekly basis.

It's a lot of fun, when people see their book in print for the first time. It's their baby. "Here's my book!"

People are intimated by getting a book published. They think it will cost their soul. I encourage people to not be afraid. I am willing to work with you. I feel

there is at least one book in everyone. Don't wait, go ahead and do it.

Remember, save your manuscript on a disk and the hard drive. It may take a few extra minutes, but it's worth it. To sell books, the title and the cover design are most critical. And then the price.

SP Bonita:

 I would like to thank LaMont for taking the time to share with us his experience and advice as some of us venture into the publishing side of our books. If anyone has any specific questions for LaMont, you may contact him at barak1115@aol.com.

LaMont Jones, Jr.

President and CEO

Pneuma Publishing International, Inc.

http://www.pneumapublishing.com

Literature that leads to higher ground.