White Cloud hits on new publishing model

Steve Scholl has returned to the press he founded

After almost two decades in the business, White Cloud Press of Ashland has taken its visionary founder Steve Scholl back into the fold and is focused on a new publishing model — partnering with authors to share production costs and help sell their books.

It's a model White Cloud hopes can compete with publish-on-demand, which is "all the rage" but short on distribution, says Scholl.

Under its new Confluence Press brand, White Cloud collaborates with authors and shares the risks with them. The more authors invest in design, printing, production and other costs, the bigger percentage they earn — a big plus if the book gets legs.

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