Michelle Dunn Marsh has been in the world of book publishing for 20 years. She and her partners have recently launched a new company, Minor Matters, that is printing under a non-traditional model, sort of print-on-demand. Books are $50 and they only go into print once a minimum of 500 buyers have committed.
Why 500 people?
"We are interested in cultural resonance and in community. It is our belief that if we cannot generate a minimum audience of 500 people willing to commit $50 for the project to exist as a book, then the work may find its public life in other forms. A minimum of 500 orders at $50 is a break-even financial proposition."
In a recent interview Marsh said "Aperture is the right fit for some, Taschen or Chronicle are the right fits for others. I'm not looking to do books that are going to sell 10,000 copies, frankly. We've developed a more boutique model. It's not about taking away from what those institutions are doing, it's about adding to it."
The first 500 people who purchase are even listed within the book and each title will be given six months to reach the target 500+.
Fancy a Larry Fink book? Go put down your dosh now!