Mainstream publishing is neither our model, nor our competition. We recognize and salute the extraordinary accomplishments of the major publishing houses, but the traditional publishing paradigm is simply not relevant to our efforts. We consider ourselves a completely separate breed, and we operate accordingly.
Where the major houses go brick-and-mortar, we go virtual. Where the current industry relies on established media outlets for advertizing and marketing, we go viral. We have no massive infrastructure to protect, no stockholders to satisfy, and no senior executives standing ready to demand our resignations if we try something ambitious that doesn’t work. Consequently, we can be more creative, more adaptable, and less risk averse than “Big Publishing.”
In other words we operate under the radar.