I think you make an excellent point when you say:

“Besides, would you really believe me if I gushed over my own press’ books? I try to expose our books to the market as much as possible and leave it to others, who have nothing to gain, to express adoration.”

That is, I’m a bit wary when what I hear from publishers are a variation of the line from Animal Farm and say, “All of our books our great but some are greater than others.” I think this is why social networking and–in trade publishing–fan/buyer feedback is so powerful because it does come from somebody without a vested interest. But, when someone is trying to make money, I certainly have to take everything with a grain of salt. And, with that in mind, it may behoove publishers to–as you suggest–present the book to the world at large and let the chips fall where they may.

Honestly, although I can find merit in each, I do have varying levels of enthusiasm for the books my press publishes. However, someone at our press is excited about the project, or it wouldn’t have been selected in the first place. Sometimes the ones I like least, others have greatly enjoyed, and vice-versa. (Do you love every New York Times bestseller?) One thing I have learned is how little my personal opinion really matters. Objective criteria, such as the subject matter, and the quality of the writing and research, are far more important.

A major goal in my copy-writing is to provide an accurate, yet positive synopsis of a given title. The distributors, booksellers, and libraries who buy our books count on that, and based on their feedback, don’t want the “fluff.” I want our titles to be placed in the correct category and on the right shelves. I want the person who makes a purchase to get what they expected (and hopefully, even more). Besides, would you really believe me if I gushed over my own press’ books? I try to expose our books to the market as much as possible and leave it to others, who have nothing to gain, to express adoration.

I should note that as an academic publisher, we do have a different mission–to disseminate scholarship. Sales potential, although it always plays a role, is not necessarily our top consideration in publishing decisions.

Algonquin Books of Chapel Hill veteran . . . . .

Publishers rely on their authors to promote their own books. Since authors feel the love, they can express it. Hence, a publisher’s greatest marketing tool–savvy, energetic, enthusiastic, creative authors.

Visit my writing/publishing blog at http://www.matilijapress.com/publishingblog.

I remember my college “creative” writing courses—as if there’s a writing we want to learn that’s not creative, so we need to distinguish. The first class we usually sat in a circle and introduced ourselves, telling each other why we were taking the course. Generally, everyone but me said they were there because they loved to write. I always said I was there for the discipline, so I’d be forced to write every single day, as if it were work.

And then when I moved from proofreading into book design and layout, it was to earn a living. But now it comes full circle. i love making books and I want to make great ones that start with great writing. So I guess I’ve learned that there’s room for loving books in publishing. Just maybe not so much on the publisher’s end.