Joining the book group: book packager James Trulove uncovers the mysteries of monographs and more

Residential Architect, Nov-Dec, 2002 by James Grayson Trulove

I first met Dennis Wedlick, an architect practicing in New York City, when I was scouting for projects for a book I was editing, The New American Cottage. The first meeting at his office was not a productive one. While he had a perfect house for the book--his own property in upstate New York--he said he was "saving it." "For what," I asked. "For my own book," he replied.

It turned out that Wedlick, a former protege of Philip Johnson and now the head of his own firm, had been thinking of writing a book on residential architecture, to be illustrated with his work. With more than a dozen houses to his credit, and in anticipation of such a book, he had every one of these houses photographed during every season of the year. When he showed me the scores of 4-by-5-inch color transparencies by the noted architectural photographer Jeff Goldberg, I nearly died. It was a book packager's dream--exceptional architecture, beautifully photographed, with interiors that in many cases had been especially decorated for the photo shoot. Wedlick was willing to invest his own money to see that the book would be published. And, to top it off, he is an articulate architect with strong ideas about what makes good residential design.

book club

He hired me to help package this potential book in a way that would interest a prospective publisher. I recommended that rather than create a dummy and make the rounds with it, we instead move forward, writing, editing, and designing the book as if we already had a publisher. Dennis was opposed to the idea of a monograph because he wanted to write about residential architecture in general. So we decided to focus not on the houses themselves, but on the many architectural details that go into designing a satisfying, livable home.

I asked writer Philip Langdon to work with Dennis on the text and art director James Pittman to design the book. With the team in place, work began. Six months later, we had color-laser prints of a 240-page book--complete with. text, photographs, plans, and captions. Publisher HBI, a division of Harper-Collins Publishers, agreed to purchase a first press run, which would help off-set the cost to Dennis of printing and binding the book. The Good Home Cottage, a title that we arrived at after much discussion, was on its way.

First published as a hardcover in spring 2001, The Good Home is now in its third printing. (Second and subsequent editions are much less expensive than first printings because the bulk of the color separation work is already finished.) It has been favorably reviewed in dozens of publications and many of them chose it as one of their top picks for the year. HBI has asked for The Good Home 2, which similarly will look at the work of other architects. With any luck, The Good Home will become a series.

long-term value

This is but one approach that a firm could take to get its work published. I have developed and published a variety of books about architects, landscape architects, and other designers on topics including houses, museums, and sustainable design. I also develop monographs for selected architects and firms. In the end, the key to each book, whether for a consumer or professional readership or both, is to make it unique to the work and firm it is presenting.

While most of these books require an up-front investment from the architects, they offer tremendous marketing value for the featured firms. No amount of slick brochures or PowerPoint presentations can provide the legitimacy and prestige that a book can offer. It is unlikely that a potential client will ever walk into a bookstore and see a firm's marketing package on display. With a book, it is entirely possible.

James Grayson Trulove is the publisher, editor, author, and/or packager of nearly 50 books on architecture, landscape architecture, and graphic design, including The New American House 3, Hot Dirt Cool Straw, and Tropical Modernism. He lives in Washington, D.C., and New York City.

book basics

publishers. An architect should choose a short list of publishers in much the same way a client would select an architect. How closely do their previous books match your vision for your book? Will they be able to get the book distributed to the important bookstores? Are their books manufactured to your standards? What royalty, if any, do they offer on books that are sold?

photographs. A ready-made library of professional photos will substantially reduce the cost and effort of publishing a book or monograph.

plans and drawings. Clients and other audiences for the book will want to see more than just pretty pictures. Many firms I have worked with hire student interns during the summer to produce high-quality plans and drawings.

design. The book's design should be in harmony with the work being presented, but it should not get in the way. A splashy, graphic look that might be used for marketing brochures and other presentation materials usually is not suitable here.

timing. The project can take from one to two years depending on how prepared the firm is to begin production. Once the book is completely written, edited, designed, and ready to go to the printer, approximately six months is needed for approving color proofs and bluelines, printing, binding, and shipping the books by boat and rail to their final destination.