I was a devoted reader of Dennis Johnson's MobyLives, one of the first blogs to look at the publishing industry through an alternative lens; to open up the conversation a bit; to be, quite often, just so damned funny!
MobyLives had a motto: That Whale Is Out There, Man!
Last week, I visited Johnson, the co-publisher--with Valerie Merians--of Melville House Publishing, at the company's cool new office/bookshop/events space/gallery on Plymouth St. in Brooklyn's DUMBO (Down Under the Manhattan Bridge Overpass) neighborhood.
Describing the area as "the epicenter of indie publishing," Johnson said, "We moved not only because we were recruited, but because something is happening here." Earlier this year, Melville House relocated from Hoboken, N.J., and now occupies beautiful ground floor space in a building that also houses the offices of Verso and the London Review of Books.
My first impressions upon entering the new Melville House digs were of light, space and words. The storefront, corner location features two walls of windows. A third wall consists of bookshelves, which separate the retail space from the publishing offices. These bookcases swivel--like secret passages in a Gothic mansion library--allowing entry to the Melville House biblio-laboratory. During events, they can be reversed for striking visual effect, with the books displayed face-out through clouded plexiglass.
The revolving bookcases were conceived and designed by Jeri Coppola, a New York artist whose work is currently being shown here, including an amazing piece set against the fourth wall. According to Johnson, Coppola is "a photographer, but she does some interesting sculptural things with her photos--such as cutting them up into these great pieces of writing that she suspends over walls so the shadows kind of deepen what they have to say."
Display tables--some on wheels so they can be moved out of the way for events--are arranged with evident care and artistry. The bookshop showcases all of Melville House's titles as well as books from other independent presses, including Verso, Europa, New Press, Akashic, Haymarket and Soft Skull. Soon to join them will be Feminist Press and City Lights. Cutting edge literary journals and magazines are also sold.
"We think we've got the only bookstore that's selling only works by indie presses," said Johnson, adding with a wry smile, "I await correction. We thought it would be great to have a place where we could display our books. In some ways it's old-fashioned. Publishers like Charles Scribner used to have bookshops."
Johnson loves the fact that so many booklovers live in Brooklyn, but he also hopes to get "snooty Manhattanites to cross the bridge. On the weekend, it's very busy. The surprising thing is the tourists are finding this area."
One of the bookshop's more notable visitors was the band REM, which came in scouting for a photo shoot shortly after the store opened. "Michael Stipe apparently knew Jeri Coppola's work from having seen an earlier exhibit in a gallery downtown, and wanted the band's picture taken standing behind the one in our store." And yes, Stipe bought a book.
The potential for hosting events excites Johnson. "We wanted to do something to make it a gathering place," he said. Already C-Span has filmed here, most recently a discussion on "The Future of Independent Publishing," featuring Andre Schiffrin, Verso's Jacob Stevens and Anthony Arnove of Haymarket Books. In addition to panels and author readings, a new Lunchtime 10-Minute Lecture series is planned, beginning with Lewis Lapham on "What is the Value of Money?".
When I asked Johnson if he was concerned that other bookstores might be worried about his retail venture, he said, "Ha! We're no threat. Any good retailer, and most mediocre ones, would take one look at us and see that. Valerie and I were artists first, remember, and we've clearly set this place up as more of a gallery for books, showing off an artifact representing a concept, than as a space idealized for retail. But we do think by adding to the scene here we're all helping each other--we're part of the fact that this neighborhood, indeed Brooklyn in general, is becoming a destination for booklovers. That's good for all of us.
"Besides, nobody, and I mean nobody, has a stronger sense of common mission with indie booksellers than indie publishers, especially us. We share each other's pain, and joy for that matter; we see it as part of the same thing. Melville House is more about celebrating that very concept than anything else."
Publisher, bookstore, events space, gallery--That whale is out there, man!
"The motto will never change," said Johnson.--Robert Gray (column archives available at Fresh Eyes Now)