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0 of 3 Premium Clicks used this month SUBSCRIBE Print + Online Subscriber Activation | Register x Forgot Password | Need an Account? e-edition | subscribe | newsletter | deals Home News Latest Stories Jackson County crow found to be infected with West Nile virus UPDATED: Five vehicles involved in Monday evening crash Shifting winds bring a break from smoky skies Ashland Fire & Rescue hosts 9/11 remembrance ceremony New disease strikes Roseburg deer herds Crime, Courts and Emergency Services UPDATED: Five vehicles involved in Monday evening crash Emergency services Fatal crash causes delays south of Rogue River Monica balks at double-murder trial date Containment work progresses on 790 fire Politics and Elections Mark L. Hopkins: What the next election should be about Senate race could be expensive Talent to consider taxing recreational, but not medicinal marijuana Candidate files false statements Just one seat will be contested for Central Point council Education Students flock to Ashland schools Central Point launches language immersion program UPDATED: Medford school bus in crash; no students hurt, officials say Free TED talk simulcast in Ashland Bear spotted near Central Point school Environment New disease strikes Roseburg deer herds Dredgers might return to the Rogue next year Dubs' auction preview draws bidders and gawkers OR-7's pups are true wolves ODFW director Elicker will step down State news Nation - World Obituaries Mary Davis Schlotter Christy Ann Hannaford Jane E. Wolgast Death Notices Joseph Henry Bowden Jr. Weather Photo Galleries Since You Asked Videos Web Cams Mail Tribune 100 Sports Latest Stories Guthrie has tough outing in loss to Tigers Challengers open season with win Stafford leads Lions to 35-14 win over Giants Washington cornerback suspended after last week’s sideline tantrum Ravens cut Rice after release of video Varsity 541 College Sports Challengers open season with win Washington cornerback suspended after last week’s sideline tantrum Young Ducks grow up in hurry OSU's Tinkle says positive steps being made Beavers have a defense this year, and that gives them hope Pro Sports Guthrie has tough outing in loss to Tigers Stafford leads Lions to 35-14 win over Giants Ravens cut Rice after release of video It should be a wild ride to the finish Cilic tops Nishikori at US Open for 1st Slam title Community Sports Barry fires back into SOGC finals Super seniors strong at SOGC Crenshaw pulls off upset in SOGC Murphy claims victory in Stroke Play Championships South Korea downs Chicago for World Series title Business Latest Stories Blog: So just what will those investigative law firms find beneath the Harry & David rock pile? Pleasant weather, stable interest rates spurred summer home sales Sustainable Valley receives $50,000 SBA grant Blog: And the Award Goes to... Blog: Erickson ink 5-year fire supression deal with L.A. Real Estate News Pleasant weather, stable interest rates spurred summer home sales People In Business Transportation Agriculture 1-800-Flowers.com buying Harry & David for $142.5 million Earlier than normal pear harvest coming up short of expectations Weisinger's Winery has earliest crush on record Amy's Kitchen begins expansion in White City Opinion Latest Letters to the Editor, Sept. 9 Kent Bush: Law enforcement’s routine acts of bravery taken for granted Tablet computers are a tool, not a frill We march for mental health on Saturday. Who’s watching? Granlund cartoon: Kate and William expecting second child Editorials Tablet computers are a tool, not a frill Other Views: The time is now to start disaster planning Harry & David: the next chapter An unresolved conflict; A judge declines to say if county laws trump city laws Cheers and jeers Letters to the Editor Letters to the Editor, Sept. 9 We march for mental health on Saturday. Who’s watching? Letters to the Editor, Sept. 8 Letters to the Editor, Sept. 7 Letters to the Editor, Sept. 5 Guest Opinions Hazardous fuel treatments vital to protection from severe wildfires Wilderness for Kalmiopsis has served us well The summer of my discontent: An open letter to Bill Rauch The power of local philanthropy Lifestyle Latest stories Community blog: What's Wrong With This Picture? Community blog: Middle East's 'peanut butter' on the rise in U.S. Community blog: We Need to Talk Oregon's Top 5 wilderness areas Origin Story: 3 a.m. Food Community blog: Middle East's 'peanut butter' on the rise in U.S. Community blog: 'Crispy Treats' a cut above rice-cereal originals The peace potential of cobblers and crisps Lunchbox recipes Community blog: Try this sweet treat for back-to-school snacking Home and Garden Trees aren't always the best companions for plants Hot tips for a cool (shade) garden An August checklist for your garden Green Scene: Diagnosing common tomato troubles Health Community blog: What's Wrong With This Picture? Community blog: We Need to Talk Down-size is the right size Oregon Health Policy Board to meet in Medford Community blog: Health is More than Meets the Eye Hiking Faith Religion briefs Religion briefs Community Blog: Is Peace Possible in the Middle East - Part three of four Milestones and Achievements Grange memberships going like hot cakes New Arrivals Engagement Wedding: Gibson-Hodnefield New Arrivals Columnist for a Day Healthy Aging Tempo Latest stories Musical 'Backwards in High Heels' opens at Oregon Cabaret Theatre Kathleen Madigan to perform at the Craterian Ashland Contemporary Theatre gets dialectic with "Freud's Last Session" Live Music in Local Clubs Keith Greeninger and Matt Hill at the Rogue Theatre Theater Musical 'Backwards in High Heels' opens at Oregon Cabaret Theatre Ashland Contemporary Theatre gets dialectic with "Freud's Last Session" 'Freud's Last Session" at Ashland Contemporary Theatre OSF presents 'The Alchemy of Gender' Randall Theatre extends 'Godspell' Music Live Music in Local Clubs Keith Greeninger and Matt Hill at the Rogue Theatre Jennifer Nettles plays Britt Rob Zombie plays Lithia Amphitheater Britt Festivals adds to indoor fall concert lineup Community Events Ashland's First Friday Art Walk showcases new exhiits by regional artists 5 Things to Do This Weekend From business professor to artist Shady Cove Tie Days Swap Meet 'Prints From the Plateau' at the Rogue Gallery Dining Ami Sushi serves up Asian dishes Wild River Brewing & Pizza Co. NW Raw Kelly's Crepes Tempo Videos Classifieds Jobs Autos Real Estate FEATURED » Obituaries TV Listings Movie Listings Oregon Outdoors Oregon Healthy Living Magazines & Special Sections NEWS NOW Jackson County crow found to be infected with West Nile virus ... UPDATED: Five vehicles involved in Monday evening crash ... Shifting winds bring a break from smoky skies ... Jackson County crow found to be infected with West Nile virus ... UPDATED: Five vehicles involved in Monday evening crash ... Shifting winds bring a break from smoky skies ... WHITE CLOUD PRESS The Sky's the Limit Ashland printing company celebrates its 20th anniversary in a time of climbing sales White Cloud Press, an independent publishing company in Ashland, is growing even as it deals with tumultuous changes in the book industry. By Vickie Aldous MailTribune.com By Vickie Aldous Posted Feb. 6, 2014 @ 12:01 am Updated Feb 6, 2014 at 3:00 AM By Vickie Aldous Posted Feb. 6, 2014 @ 12:01 am Updated Feb 6, 2014 at 3:00 AM » Social News White Cloud Press, an independent publishing company in Ashland, is growing even as it deals with tumultuous changes in the book industry. Sales grew by 40 percent each year in 2012 and 2013 — despite the closure of numerous chain and independent bookstores across the nation and the rise of new forces such as ebooks and Amazon.com. This year, White Cloud Press is celebrating its 20th anniversary. "Our core remains the good old-fashioned book," said Publisher Steve Scholl. "Reports of the death of the book were premature. What's changed is the delivery system." Publishing has long been a risky business. Books that don't sell in brick-and-mortar stores get sent back to the publisher. Industrywide, about 30 percent of books will meet that fate, said Stephen Sendar, owner and president of White Cloud Press. Amazon.com doesn't return unsold books, but it does acquire books at such a discount that there's little profit for authors and publishers, Sendar said. White Cloud Press has adapted to the risky landscape by asking authors to foot more of the up-front costs when they get books published. The company often asks authors to contribute several thousand dollars toward a book's cost. Some writers pay the money directly, while others have turned to fundraising Internet sites such as Kickstarter or Indiegogo. In return, White Cloud Press will split revenues on sales of books with authors, rather than doling out the paltry 10 to 12 percent that is common in the industry, Sendar said. By asking authors to "pay to play" rather than take on all the financial risk itself, White Cloud Press is pushing writers to actively market and promote their books, he said. "The best salesperson for a book is the author," Sendar said. Scholl said authors today must think like musicians, who record albums and then go on tour to promote their music, rather than sitting back, thinking the work is done. The process is different than self-publishing through a vanity press because White Cloud Press accepts only a tiny fraction of submissions for publication. It also thoroughly edits each book and works on other aspects of publishing, such as designing the book's cover, Sendar and Scholl said. Scholl said he receives about 60 book proposals each month. In 2014, White Cloud Press will publish 14 books, up from five to six books in previous years, Scholl said. It does have a self-publishing arm that is separate from the work it does to vet and publish new books that meet its standards. Housed in a business park on Hersey Street, White Cloud Press has a reception area filled with its books about world religions, the environment and nature, yoga, politics, health, sports, business, relationships and travel. It also publishes fiction, memoirs and children's and young adult books. The company's warehouse is filled with boxes and stacks of books, although ebooks also are a growing part of the business. Scholl originally founded White Cloud Press with his wife, Janice Lineberger. Lineberger, a former teacher, brought editorial and business skills to the enterprise, while Scholl tapped into his academic background in the history of religions and Islamic history, law and philosophy. The mission of the company always has been to publish books that are grounded in scholarship, yet are accessible to a wide audience, according to Scholl. After the terrorist attacks of Sept. 11, 2001, Scholl said he felt a moral obligation to present clear, honest books about Islam to help counter the fear that all Muslims were terrorists. "There is truth and wisdom in every faith tradition out there. I want to help people see that," Scholl said. The press became embroiled in a national debate when White Cloud's book "Approaching the Qur'an: The Early Revelations" by Michael Sells was assigned as required reading for incoming freshmen at the University of North Carolina in 2002. A conservative Christian group filed a lawsuit, and soon Sells and his book were the focus of a media frenzy. Since then, the book has been chosen as a textbook by more than 300 universities and is considered the best translation of and introduction to the Quran, Scholl said. Other memorable moments in White Cloud Press's history include publishing a book about prayer by Mother Teresa — and getting former President Jimmy Carter to pen a blurb praising the book. "Early on, I learned to ask the biggest names possible. They either said 'yes' or 'no,'" Scholl said. Scholl doesn't have a Rolodex filled with phone numbers for past presidents, but he has extensive contacts with people who know other influential people. Authors for White Cloud Press also are usually leaders in their fields and have contacts, he said. The company's books have been praised by the The New York Times and other publications and featured on CNN, Nightline, PBS, CBS Evening News, Good Morning America and National Public Radio. Despite the national success, Scholl said he would like the company to be better known here at home. This year, White Cloud Press will launch a speakers series in Ashland featuring its authors. In the constantly changing world of books and publishing, Sendar said it's rare for an independent publisher to still be standing after 20 years. He said the company will keep adapting so that it can continue its mission. "These are incredible books that matter. Our job is to publish books that matter," Sendar said. "If we go away, a lot of information that changes the world slowly over time goes away." For more information on White Cloud Press and its titles, visit www.whitecloudpress.com. Reach Ashland Daily Tidings reporter Vickie Aldous at 541-479-8199 or [email protected]. Follow her at www.twitter.com/VickieAldous. By Vickie Aldous MailTribune.com By Vickie Aldous Posted Feb. 6, 2014 @ 12:01 am Updated Feb 6, 2014 at 3:00 AM » Comment or view comments Reader Reaction » STAY INFORMED Email NewsLetter Sign Up Today Sign up for our newsletter and have the top headlines from your community delivered right to your inbox. calendar Connect with MailTribune.com Facebook Twitter RSS Back to top Reader Services Reader Services Home Subscriptions Subscriber controls Contact us Submissions Photos Events Letters to the editor Corrections Announcements Obituaries Story ideas Since you asked Alerts Email Alerts RSS Feeds Text Alerts Advertise Media Kit Home Products and services Ad rates Advertising contacts Mail Tribune Daily Tidings The Nickel Shop Our Valley Blogs Stay Informed Email newsletter Sign Up Today Sign up for our newsletter and have the top headlines from your community delivered right to your inbox. Your privacy is important, read our privacy policy. © Copyright 2014 Local Media Group, Inc. 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