Quotes from this piece:
Use every exhibition invitation with a budget to print something. Use the whole budget to print something. Make something in a large enough print run so that you have something to give away and surplus that you can sell. Your publication can be a folded sheet of paper, a booklet, a newspaper, a poster, a book, or anything in between.
Don’t aim to just break even. Aim to make a profit so you can keep making more publications and pay for your life. Publishing will probably never be your sole income but don’t lose money on purpose. Make things that are priced fairly and look like they justify what they cost to buy. The fact that you didn’t find a more affordable way to print something is not an excuse to sell something that feels cheap and shitty for a ridiculous sum of money. Good cheap printing is easier to find than ever before. Do your homework.
Free printing is good printing. If you have access to free printing, use it. Free printing is like free food at art openings and conference receptions. It is one of those pleasures in life that never gets old. Come up with an idea that is based around the aesthetics of whatever free printing you have access to and make the publication that way. Eat the cheese and bread. Drink the wine. Make the copies at work.
I’m against competition. Try to avoid competing with other artists for resources. If you don’t truly need the money, don’t ask for it. Artists should have a section on their CV where they list grants they could have easily gotten but didn’t apply for because they are privileged enough that they don’t need the money as much as someone else.
Collaborate with people and pay them with publications (if they are
cool with that) that they can sell on their own. Sometimes this ends
up being better pay and more useful than an honorarium, and it helps
justify a larger print run. But see what they need—don’t assume.
Barter with other publishers and sell each other’s work and let each
other keep the money. This helps with distribution. Sometimes it’s
easier to sell their work than it is to sell your own. Help others
expand the audience for their publications.
Above all, know that publishing is a life journey and not a get rich quick scheme, or even a make very much money scheme. Enjoy the experience of meeting and working with others, trade your publications with other publishers and build up an amazing library of small press, hard to find artist books. Get vaccinated and travel and sleep on each other’s couches. Be generous with your time, knowledge, resources, and work. Tell Jeff Bezos to fuck off by never selling anything you make through Amazon. Find the bookstores that you love and work with them forever. It’s nicer to have deeper relationships with fewer bookstores than surface level interactions with dozens of shops run by people you don’t know.
