Serious Books Only

I started Racket four years ago with a vision: to create a deliberately boutique and tech-savvy hybrid publisher. We wouldn't work on every conceivable type of book to maximize revenue or profits. Rather, we would collaborate exclusively with committed authors to publish well-researched and important prescriptive nonfiction titles. If that meant releasing fewer books, then so be it. Small but mighty, as the kids say.

A Different Kind of Publisher

Racket couldn't guarantee beaucoup book sales because no publisher can. Ditto for dubious bestseller achievements. Our publications could, however, realistically do each of the following:

1. Stand out in the increasingly saturated book marketplace.
2. Look every bit as professional as those from legacy publishers, if not more so.
3. Advance their authors' careers.
4. Attract interest and potential endorsements from heavy hitters. (On our latest release, a former US congresswoman proved me right once again.)
5. Give authors far more control over their books than legacy publishers do—not to mention ownership of all their intellectual property.

In today's post, I'll explain why being picky doesn't mesh with all would-be authors—and the rationale behind this conscious branding choice.

Assessing Fit With a Potential Racket Client

Let's rewind to the start of the year. I held several discussions with a prospective author who wanted to publish his first nonfiction book—something about closing deals. He had penned a light, 15,000-word manuscript that he felt was ready for immediate publication. I was skeptical and sensed that Author X didn't want to write a serious business book.

In the end, the collaboration didn't happen; the fit just wasn't right. After our conversations ended, he set his sights on one of the many publishing service companies willing to take his money.

A few months ago, Author X's short book finally dropped. I wish him all the best because he wrote and released precisely the text he wanted to write. Many people lack the courage to put their thoughts out there for all the world to see.

And yet…

When I saw the final product, a sense of relief instantly hit me. My spidey sense was right, and I'm glad we didn't collaborate. The title is something between a fluffy, self-promotional marketing brochure and a glorified term paper. Oodles of full-page pull quotes goosed the book's page count. What's more, it was rife with conspicuous absences.¹

In short, it didn't qualify as a serious nonfiction book. As such, it would have appeared decidedly out of place in the admittedly limited Racket canon.

Intentional Exclusivity

Call me a book snob if you like. I can handle it. Racket is unapologetically exclusive by design. As such, each title needs to enhance our brand—not detract from it.

Each new title needs to enhance our brand.

The book reminded me of a recurring theme in the HBO show Succession. Family patriarch Logan Roy—played by Bryan Cox—frequently dismisses his children because “they are not serious people.” Here's one particularly brutal example:

AI and Author Empowerment

A short post about preserving our humanity.

Racket PublishingPhil Simon

What You Need to Know

This little yarn illustrates a distinction lost on the majority of first-time authors: respected hybrid publishers differ from non-discerning publishing-service outfits.

Publishing mediocre books or pablum for the sake of making a few bucks is a disservice to the authors who have already put their trust in us. Discernment matters. That's why you won't find a 𝚂𝚞𝚋𝚖𝚒𝚝 𝚈𝚘𝚞𝚛 𝙼𝚊𝚗𝚞𝚜𝚌𝚛𝚒𝚙𝚝 button on the Racket website—and you never will.

Footnotes