Talonbooks:
Publishing from the Margins
The Effects of the Canadian Book Publishing Development Program
In 1979 the Department of Communications (DOC) announced a
new federal program of support, intended to supplement the existing Canada
Council programs which had not kept pace with publishers' growing debts. This new
program Ð the Canadian Book Publishing Development Program Ð would significantly
effect Talonbooks. While Canada Council's granting programs were based upon the
average deficit for certain categories of books, the new DOC grants were tied to
a publisher's sales revenues: the greater the sales, the higher the grant that
the publisher was eligible for. If Canada Council's block grants could be said to
have subtly rewarded deficits, these new grants were intended to reward profit.
The hope of the DOC was that encouraging the growth of smaller publishers would
help them to become self-sufficient over the longer term.
In direct response to these new grants Talonbooks decided to publish a cookbook .
A successful effort would add substantially to Talon's revenues. These revenues
could then subsidize the less profitable literary titles on Talon's list , but
more importantly they would allow Talonbooks to attract a larger grant from the
DOC.
At the time David Robinson was sharing a house with a woman named Susan
Mendelson, who had recently started her own catering firm. Out of that
association came Talon's first cookbook, Susan Mendelson's "Mama Never Cooked
Like This," which was published in December of 1980. The first printing sold out
almost immediately. Sales from the second printing began to roll in during the
early part of 1981, peaking in May of that year with what has proven to be
Talon's record month.
"Mama Never Cooked Like This" was the first of three cookbooks eventually
published by Talonbooks, all of them with an eye to attracting funding through
the DOC's granting program. In 1982 "The Umberto Menghi Cookbook" appeared. It
also sold well, although not as well as Susan Mendelson's book had done. "The
Granville Island Market Cookbook" was the final cookbook to be produced by
Talonbooks, appearing in 1985.
The effect of these cookbooks on Talon's overall sales figures was quite
startling, as can be seen from the chart in Appendix B. Sales of the Mendelson
cookbook alone were sufficient to increase Talon's total unit sales for 1981 by
over 60% from the previous year. Sales continued near that peak for several years
before eventually settling back to 1980 levels, with sales of Talon's literary
titles remaining fairly constant throughout.
In the spring of 1984, in the midst of the glow that surrounded Talon's success
with their first cookbooks, a disagreement arose between David Robinson and
Talonbooks. At issue was the future direction of the company: would they continue
their marginal existence as a publisher of poetry, drama and fiction, or was this
the moment to branch out and become a publisher of more mainstream works? This
was not the first time that major choices had been pondered: in 1978 David
Robinson saw Talonbooks facing a major decision after ten years of operation.
"We're a medium-sized publishing house in danger of stagnating or of being told
we're good at publishing plays and nothing else" (Thompson 1978).
Karl, as president of the company, took the position that Talonbooks was an
intellectual and literary company, and that many people throughout Talon's
history "had put in years of underpaid, totally exploited labour and so on, for
the love of an intellectual life, a life of letters" (Siegler 1991). Talon
becoming a commercial publisher would mean an abandonment of the original ideals
and goals that the company had been founded on. In the end there was a parting of
the ways and David Robinson left Talonbooks in April of 1984, although he remains
a partner in the company.
With David Robinson's departure Talonbooks was left with only two full-time staff
members, Karl Siegler and Mary Schendlinger , handling everything from production
to promotion. Mary remembers that period as being one where there were always
more things to do than there was time to do them in (Schendlinger 1991) - a
situation which has faced small publishers everywhere, gradually wearing away at
their energy and enthusiasm.
Talonbooks: Publishing from the Margins. © April, 1991 Michael Hayward
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