An occupational hazard of the editor is paying obsessive attention to publishers. That stands to reason. Many academics are less concerned than some publishers think they are about such matters as who publishes their book. I suspect that many have, for whatever reason, found no welcome home among elite publishers. This happens often enough to make many scholars less worried about reputation than the practical matter of getting a publisher interested at all. There are a lot of original thoughts out there, and some of them occur to a person and just won’t let her or him go. An example: what terms are used for weather in the Psalms and why? Before you know it you’ve awaken before the sun for five years and written 75,000 words on the topic and you want to get it published without having to pay someone to do it. That kind of thing. I’ve been pleasantly surprised by the number of scholars who understand this kind of reasoning.
Also, it’s a matter of scale. I work for a premier publisher in the academic world. It may surprise many people to find out just how often when someone asks what I do (not very often, for the record) and then follows it up who I do it for, the interrogator has never heard of my employer. Academic presses, even important ones, are really only known among academics. Keep scale in mind. If you’ve ever walked passed Norton’s offices in Manhattan, and then those in which I spend my days, you know what I mean. Academia is small scale. For the average person reading a book is something they generally choose not to do. Of those who do read, very few read academic books. Those who read academic books tend to stick to their own discipline, or related ones. You get the picture—smaller returns at each step.
So, having written a book about horror movies, where do I take it? This isn’t one of those footnoted, look-how-erudite-I-am kind of books. It’s more of a I-noticed-something type. The question then becomes, who publishes such kinds of thing? I do worry about academic reputation—who doesn’t?—but this is a book I want the correct readers to find. That’s why McFarland suggested itself. People reading on pop culture, know to keep an eye on their offerings. Hopefully enough people will find it to have justified the effort. It won’t impress those enamored of collecting (academic) names. It isn’t the kind of book my employer would publish. Nor would I want them to. Call it an occupational hazard. Like any subject, knowing too much about publishing can take away from the fun.