JO ANN DECK, former Publisher of Celestial Arts and Crossing Press, two imprints of Ten Speed Press
With a degree in journalism and a minor in religion, Jo Ann Deck began her career as a freelance writer and business magazine assistant editor. She also worked on public service reports for state legislatures in both Boston, Massachusetts and Albany, New York. Her love of books brought her to publishing in 1980. Determined to work in the industry, she agreed to do whatever was needed at Ten Speed Press, a small company with less than one million dollars in sales. Today Ten Speed Press reports twenty-five million dollars in sales and includes four imprints: Ten Speed Press, Tricycle Press, Celestial Arts and Crossing Press. During her first month at Ten Speed Press, Jo Ann Deck took over the account base as credit manager and soon learned the workings of the entire book business. Because the company had no receptionist, whoever answered the phone solved the problem. Jo Ann Deck helped to solve a lot of problems. In addition to setting up payment schedules and resolving customer conflicts, she took orders and sold books. She also began to represent the company at various conventions. The acquisition of Celestial Arts in 1983 introduced Jo Ann Deck to the Course in Miracles and revived her original love of spirituality and the vast unseen. She was thrilled to interact with metaphysical leaders such as Jerry Jampolsky (LOVE IS LETTING GO OF FEAR) and Sondra Ray (I DESERVE LOVE and THE ONLY DIET THERE IS). In 1983 she also branched into special sales, focusing on career books, cookbooks, the new metaphysical books, and Celestial Arts posters. In 1986, her indirect but essential involvement with the acquiring of the iconic WHITE TRASH COOKBOOK gave her new visibility within the company. Soon she was both acquiring and selling new projects, such as the ALL I NEED TO KNOW I LEARNED IN KINDERGARTEN poster, the GREAT CHILE Poster, the vegan cookbook FRIENDLY FOODS, and the career books MAJOR IN SUCCESS and THE WIZARD OF WORK. She also acquired five projects by the free spirit SARK (CREATIVE COMPANION, INSPIRATION SANDWICH, SARK’S PLAYBOOK AND JOURNAL, LIVING JUICY and THE MAGIC COTTAGE ADDRESS BOOK). The SARK books were especially meaningful to her. They showed her how spirituality can join with self-help to provide sweet and profound instructions on leading a healthy and happy life. Named vice president at large in 1993, she maintained her many inroads with career books, cookbooks, and metaphysical/inspirational titles. Some of her favorites from this period include her support of HOW TO FIND YOUR MISSION IN LIFE (this book began as a chapter in WHAT COLOR IS YOUR PARACHUTE?), the vegan cookbook FRIENDLY FOODS, JOURNAL TO INTIMACY and LOVE PEARLS. Her continued work with new and old cookbook authors would later set the stage for Ten Speed Press winning more James Beard Awards than any other company. In 2001, Jo Ann Deck became publisher of Celestial Arts. In addition to retaining its tradition of metaphysical and inspirational books, she created a special emphasis on alternative health and natural solutions, with books such as the revised NEW DETOX DIET, the second edition of the ALTERNATIVE MEDICINE DEFINITIVE GUIDE, and ONE BITE AT A TIME, a cookbook for cancer survivors. The acquisition of Crossing Press in 2003 allowed her a larger interest in the more esoteric elements of that great unseen. It has been her joy to encourage such spiritual teachers as Diane Stein (ESSENTIAL REIKI), to introduce energy healer Cyndi Dale (ADVANCED CHAKRA HEALING) to a larger audience, and to bring forth such cutting-edge modalities as FLORAL ACUPUNCTURE. Recent publications include REIKI MAGIC GUIDE FOR SELF ATTUNEMENT and LIFEPRINTS. Both books encourage the reader to take control of one’s spiritual destiny. Her latest achievements for Celestial Arts have included COURAGE TO SURRENDER, BAKING WITH AGAVE NECTAR, and URBAN TANTRA, now in its third printing, a departure for the list that has led to a line of edgy and steady selling sex-oriented and sensuality sex books. As Jo Ann Deck reviews her career in publishing, she considers her main strength to be a believer and lover of content who brings new material in an accessible way to a questioning and open audience. She is committed to the social and personal change promised in many of these books. She has witnessed extraordinary changes in the industry, primarily on the distribution side, such as the sprouting of Walden and B. Dalton mall stores in the 1980s, the rise of Borders, Crown, and Barnes and Noble megastores in the 1990s, and now the supposed dominance of Amazon. While sales and distribution of books seem to change a bit every day, one fact still remains. Publishers are in the “idea” business. As Phil Wood, the owner and president of Ten Speed Press once said, “Ideas are the highest form of technology.” Whether we write on papyrus or sheepskin, print on paper or send a file through email, publishers help to spread ideas to a waiting and hopeful public. As we move into the second decade of the twenty-first century, Jo Ann Deck is still most excited by that “unseen” world. Whether it is the invisible enzymes in raw food that keep us well, the energy that emanates from what appears to be inanimate around us, or the mysteries of health and happiness that have yet to be explained, Jo Ann Deck is dedicated to bringing new teachings and instructions to a wider group of readers who seek a better functioning self and a more peaceful world through Shift Insight. Jo Ann Deck is ready to perform a variety of duties for Shift Insight clients: negotiating contracts, communicating with authors, overall planning and coordination, review of projects, strengthening projects, and cheerleading at the highest level. She also brings a significant background in sales and marketing, understanding and coordinating print runs, reprints, and revisions, and the ability to read a balance sheet. She loves reports and analyzing what they really mean. She excels at collections, payment schedules and vendor relations. She is also a troubleshooter and enjoys solving problems in a friendly, productive way.
Only fifteen years ago, publishers decided on which books to publish and then sold those books to over one thousand buyers of small and large bookstores. Today there are only three significant book buyers left – the book buyers of Barnes and Noble, Borders and Amazon. These three buyers have now become the decision makers of almost the entire publishing business. If the buyers don’t like the project, the marketing/publicity plan, or the author’s platform, the initial orders could be very small or the buyer might skip that book altogether. Right now the power in the business has shifted away from editorial to the sales people who interact with these three buyers. While these are often very good people doing the best they can in an unusual time, this new development does put a damper on those of us who want to see more free speech, not less! It seems as if the entire business has become a form of “celebrity” publishing. If the author is not famous enough, the author does not belong on our shelves. Having dedicated my publishing career to books that can make a difference in people’s lives, I am frustrated at this narrow attitude. I long for a new way to bring good authors and new ideas to the many people who want them. I don’t want three single buyers, no matter how hard they work and well-informed they are, to sit in judgment on what many people want to read. I desire a fresh and original way for the publisher to connect directly with that open-hearted and waiting consumer. I am ready to help create something new. Shift Insight offers a unique opportunity to create something new. I am especially pleased to be of service to our wonderful clients.
