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Issue link: http://digital.canadawide.com/i/526329
july 2015 BCBusiness 49 bcbusiness.ca While it's standard procedure for a literary agent to guide an author- client through a book deal—and the book's promotion once it's released— most agents don't operate as consul- tants on digital-era survival techniques such as navigating the self-publishing process, establishing an online platform or transforming a blog or YouTube pres- ence into a full-fledged book. But that, in a nutshell, is the Page Two model. When Fi n kelstei n a nd Wh ite launched Page Two in the summer of 2013, it was that very hybrid concept: a literary agency that could also offer consultancy in both traditional publish- ing and self-publishing. As agents, Page Two gets the standard 15 per cent com- mission for domestic sales (a little higher for international); as consultants to authors and organizations, they quote on projects; and for self-publishing authors, it's a flat fee without royalties. Within two months of launching, Page Two was turning a profit. "While it took some time to figure out how we wanted to go about it, that idea took root very early and it felt like a real possibility almost right away," says Finkelstein. "It was just a matter of figuring out how to do it." "We hear from so many people who are trying to figure out how they should publish," adds White. "They have a book in mind, and they've heard about self- publishing and maybe crowd funding, and they are just not sure if that's the way they should go. There's a real gap there, and we are able to fill it and help them navigate these options." It's almost impossible to succeed in any marketing-driven industry without an understanding of user-generated con- tent and social media. A book can be the publicity tool that drives traffic and raises one's profile, and self- publishing has made it an inexpen- sive option. But when attempted by the inexperienced, the result can often be a couple of hundred ebooks sold to friends and family. At Page Two, Finkelstein and White help broker deals between self-published authors and distrib- utors as well as deals outside the usual trade-publishing realm; last year, for instance, they helped a client with a sports-themed book align with a major retailer for spon- sorship and distribution. They're also looking at helping businesses launch their own self-publishing programs and find niche audi- ences for specialty publications, such as training manuals. "One of the top priorities for us is helping organizations develop their own publishing pipelines," says White. "There are all kinds of organizations creating forms of content whose work might be compelling to all kinds of audi- ences but might not succeed in the bookstore environment." Adds Finkelstein: "We are interested in bringing the smartest publishing tools to them and helping them develop their own means of publishing successfully in their own context." She could be talking about Page Two and Figure 1, which are now finding suc- cess in their own context. Still operat- ing in the big (and stubbornly troubled) world of publishing, the D&M survivors have carved out a slim groove of their own making. And against the odds, they're thriving. ■ iT's almosT impossibl e to succeed in any markeTing-driVen industry without an understanding of user-generated con t en t a nd social media