Cedar Fort March Releases

Here are the new releases for March:

The Guardians of the Hidden Scepter by Frank L. Cole


The Crazy Daze of Motherhood by Jane Still

Eat Free: No Gluten, No Sugar, No Guilt by Rhiannon Lawrence

Conversations with a Moonflower by Christine Hall

10 Days Until Forever by David Peterson, illustrated by Tera Grasser

Life on the Narrow Path by Clark Burbidge

Portrait of a Mother by Michael Young

The Sweet, Still Waters of Home: Inspiration for Mothers from the 23rd Psalm by Carol Lynn Pearson

Einstein's Trunk by James Haberkorn

The Tomb Builder by E. James Harrison

Looks like a fantastic list!

Publisher Interview- Lyle Mortimer of Cedar Fort

Authors write with the dream and hope of having their work published but the dream is often more challenging than expected. Until I published my first novel, Defensive Tactics, I had ZERO understanding of the publishing business and I had NO idea how competitive the market is. In many ways the publisher is the gate keeper, determining what work is given an audience. Are these determinations made based on personal preference? In some ways, sure. But ultimately publishing is a business and the publisher is in business to make money. Makes sense right. Today I have the opportunity to post my interview with CFI Publisher, Lyle Mortimer. I hope this interview can add insight and a touch of understanding for the aspiring author. I appreciate Mr. Mortimer taking the time to answer many of my questions.

Steve: How did you break into the market as an LDS Publisher?

Mr. Mortimer: Very interesting that you should use the words "break in." It kind of intimates a huge breakthrough or some immediate happening.

I've been working in the LDS market for 30 years. After working for a publishing company for six years, I gathered up some pieces of a publishing company and started Cedar Fort, Inc.

Steve: What are the most significant changes to the LDS market in the past ten years?

Mr. Mortimer: The changes that have shaped the market place are the acquisitions of independent publishers by Deseret Book. These include Bookcraft, Excel, Covenant and Seagull as well as many independent LDS stores. During this same period the marketplace has been difficult for independents. In 2006, the number of independents reduced by half.

Steve: Cedar Fort is known for its eye-catching covers and I notice that you do some of the cover designs yourself. Did you receive formal training for this?

Mr. Mortimer: I started doing cover designs in 1988. My design training came from the theatre field and general education in the arts. Computer design did not develop until some years after that when formal training was not available. We took the new technologies and ran with them. We were the first publishing company in Utah, perhaps the nation, to typeset a book on a Macintosh. We were among the first to use computer-aided design as desktop publishing advanced.

Steve: What do you find most rewarding about being a publisher?

Mr. Mortimer: There is nothing more exciting than finding and developing a new author. Our most prolific author has been very loyal to us and his publishing career has been very rewarding for both of us.

Steve: What is the most challenging?

Mr. Mortimer: The most challenging part of publishing is developing business models that work in such a complicated business.

Steve: Would you like to share any goals Cedar Fort has identified for the next 2-3 years?

Mr. Mortimer: Our primary goals for the next ten years are to enhance the careers of established authors. As we review the previous decade we have grown by 6.1 times. We have had an average growth rate of 22% annually. We would like to continue that for the next decade.

Steve: How are e-books changing the landscape in the publishing world (in general) and with Cedar Fort (specifically)?

Mr. Mortimer: E-books will continue to develop and influence the marketplace. In today's world there will always be a place for companies, which can establish relavence. We are gearing all of our future toward those subjects, which have the most relevance to the largest market possible.

Steve: Will CFI consider acquisitions in e-book format only?

Mr. Mortimer: We cannot forsee e-book only releases because we cannot forsee the technology of e-readers. It could be that the technology exists in the next five years.

Steve: Does CFI plan to break into the national market with clean, non-LDS centered fiction?

Mr. Mortimer: CFI did break into the market with LDS oriented fiction a year and a half ago. We intend to continue releases to the national market by nationally recognized authors with LDS background or themes.

Steve: How would you describe the relationship between CFI and the other LDS publishers?

Mr. Mortimer: As individuals working in different companies we are friends, but the companies themselves have no relationship.

Steve: CFI is very good about giving unknown authors a shot at having their work published. Personally, I really appreciate the opportunity. What advice do you have for aspiring authors?

Mr. Mortimer: As mentioned above in CFI's goals, authors must develop relevance. If they have relevance, they will establish an audience. An audience is a market, which results in success if it is large enough.

Steve: What would you most like authors to understand about the publishing industry and Cedar Fort?

Mr. Mortimer: Publishing is a very complicated business and extremely risky. My primary job is to manage risk. The better we manage risk as a company, the more successful we are. With 30 years experience as one of the most solid and fastest growing publishers in the nation, we have a point of view that often doesn't align with the authors way of thinking.

Steve's Closing Thoughts:

I think when we as authors understand that publishing is a business and that we are creating a product for that business to sell, we are better able to understand our role as a partner with the publisher. Every author is different and so is every publisher. For me, understanding this helps me not to take rejection personally. Not only do we need to offer a high quality product to sell, but our manuscripts also needs to be the right product at the right time for our business partner, the publisher.

For example, right now I am trying to find a publisher for my mid-grade fantasy, Crater Lake: Battle for Wizard Island. It has been a frustrating process because I have received so many rejections from Publishers and Agents. It's hard because I feel that the writing is stronger than my first novel and the story is exciting, BUT, yeah the big BUT, until I can find a match for the product and the publisher, it will remain in my computer where only I and my family can read it. It's nothing personal, just business.

One last note- I want to extend a hearty CONGRATULATIONS to our very own Rebecca Talley as a Whitney Awards finalist. And Congrats to all finalists. I aspire to join you one day. Well done everyone!

Interview With Shersta Gatica- Acquisitions Editor for Cedar Fort

Today I am pleased to post my interview with Shersta Gatica, acquisitions editor at CFI. As authors hoping to be published for the first time, and even published authors hoping to be published again, it is important to learn about the business side of publishing.

I worked with Shersta on the release of my first book, Defensive Tactics and had a wonderful experience working with her. I thought it would be helpful to ask her some questions and have her share some of her knowledge and wisdom for aspiring authors.

Interview

Shersta, thank you for taking the time to answer a few questions about the acquisitions process at Cedar Fort.

How long have you been with CFI?

About 1 year

What are your duties?

As Acquisitions Editor, I am in charge of all new submissions. I record each submission as it comes in, and then review (read) them one by one, making notes as I go. If the submission is not something I think Cedar Fort wants to publish, I will send the author a letter explaining our decision. If I think the submission is exceptionally written and is a good fit for our company, I will prepare a presentation on it, which I give at our weekly team meetings. If the submission is accepted, I then create and send out contracts and other materials. I monitor and facilitate any contract negotiations and special terms, as well.

Once we’ve signed a book, I will then prepare an announcement for the other members of my team, and oversee the transfer of the text and publication materials to the editorial and design departments. In addition, I actively research and solicit new book ideas from various media and print sources, as well as stay informed as to current trends in the marketplace.

Can you give us an idea of how many manuscripts are submitted to CFI annually and the percentage of manuscripts accepted for publication?

It varies, but I would estimate we receive about 1,000 submissions annually. Of those, we publish approximately 6-8 a month, which is less than 10%.

Do you see a large influx of submissions following NaNoWriMo? Is any time of year better than any other for submitting a manuscript?

Yes. And no, each submission is given equal consideration. The one exception would be seasonal submissions like Christmas, etc. We like to see these in January. It is best to anticipate about 9 to 12 months from submission to release, sometimes more.

Who is involved in the acquisitions process and how does it work?

Decisions about acquisitions are made as a team, with members from sales, marketing, production, and management, together with the acquisitions editors. Once a submission has been presented, members from each team are invited to ask questions and comment on how they see the book performing under current market conditions, the financial and logistical implications of production, etc. All final decisions are made by management in a separate meeting.

What are the three main concerns a publisher has in deciding whether or not to publish a manuscript?

1-Content. Is the writing high-quality, well-presented, relevant, and credible? Does it grab your attention immediately, and then keep you turning the pages?
2- Market. Who is the audience? Do our readers buy this kind of book?
3- Financial. Can we produce the book in a way that is high-quality and appealing to buyers while keeping it competitively priced?

What are the biggest pet peeves for an acquisitions editor? What makes you cringe?

Ah, don’t get me started! My list is too long, but I’ll point out a few common mistakes that new authors should try to avoid:

1. Missing information. Include the Submission Form and all other requested materials with your submission. We really do use and need everything we ask for, and following the instructions really does improve your chances of getting published.
2. Calling or emailing just to see if your submission was received. If you are really concerned about it, include a self-addressed stamped postcard or envelope with your submission. It is thoughtful and shows that you are paying attention.
3. Showing up unannounced just to “talk.” If you feel the need to discuss your work in person, call and make an appointment.
4. Insulting the acquisitions editor in your cover letter. If you show that you are difficult to work with, or pushy or extremely opinionated, we will take that into consideration before we offer to publish your book. Treat us like you’d want to be treated – with respect.

What 5 things should authors avoid doing on the first page of their manuscript?

1-Avoid cliches (i.e. Weather, dreams, etc)
2- Proof-read your work. Don’t just hit the spell-check function of your word processor. READ it and fix the spelling errors before you send it in.
3- Do NOT start slowly. I read so many submissions that yours needs to stand out in some way. Hit me with it! I’ve got to be hooked from page 1.
4- [Do not]Explain why you wrote the book. This might work for memoirs and some other forms of non-fiction, but for the most part this should be in your cover letter or on the submission form, not part of the writing itself.
5- Avoid cliches. Did I say that already?

Do you have any tips for first time authors in presenting a compelling query to Cedar Fort?

Follow the submission instructions. Follow all of the submission instructions. Did I mention that you should follow the submission instructions? And then, go the extra mile. Prepare a nice cover letter with a well-written and compelling blurb (paragraph) about your book, and another paragraph about you. Put some thought and effort into it. But leave out anything that is not directly relevant to your work as an author. If you have never written anything before, say that. It won’t scare me off. And a page filled with all of your previous church callings and hobbies does not make you look good. We can tell when you’re trying too hard.

What role do BETA readers play in acquisitions?

For genres like juvenile and children’s fiction, we often will recruit readers in the target age group to review a submission. Of course, this is after the acquisitions editor has already determined that it is a possible candidate for publication. Our junior readers are not given any information about the submission, and then once they’ve read it they are interviewed by a member of the acquisitions team.

How much weight is placed on prior book sales when considering making an existing CFI author an offer on a new manuscript?

A ton (pun intended). If the book is in the same genre as his or her previous books, prior book sales are a major consideration. Sometimes, however, we will have an author submit work in a new genre, and then they are given the same consideration we would give any new submission, plus some extra for being one of our own.

Does CFI have a formula for how many books to accept in different genres?

Not really. We do prefer to produce more non-fiction than fiction, as non-fiction tends to sell better over the long term than fiction. But it still boils down to the quality of the submissions. If we don’t have enough quality non-fiction, we’ll accept more fiction until we’ve filled our production schedule.

Is it useful for an author to query CFI prior to beginning a project to ensure that CFI is interested in the concept of the novel?

No. For works of fiction, we require the full manuscript before we will consider it for publication. You’d be surprised at how many times a novel will start out strong and then fall apart near the end. For non-fiction, we do accept queries as long as you include all of the requested materials.

As a major publisher in Utah and among the LDS community, does CFI have plans to extend its national market share through the acquisition of non-LDS based fiction?

Yes, we are currently working actively to expand into the national market. We have had a few notable successes in the recent past, and are always working hard to make more. However, we have decided that any national market fiction we produce will adhere to the same standards that are expected of our LDS fiction. As evidenced by recent adult national bestsellers, this is a little different than what many national market buyers might expect, or even want.

With the emergence of e-books in the publishing world, does Cedar Fort plan to acquire manuscripts for e-book only distribution?

Not at this time. E-books, while an expanding market, still represent a very small percentage of total book sales. However, this may change as the demands of our buyers change.

Shersta, thank you for taking your time to answer my questions.

I learned something and I hope you do to.

Steve