About two months ago, I saw that Julia Rios and Meg Frank were looking to turn over the leadership of Mermaids Monthly to a new team. No experience required, they said!

I have no experience running a publishing business, so naturally I applied immediately. I assure you no one was more shocked than I when Julia and Meg chose me and my incoming co-publisher, Noelle Singh–also brand new to publishing–to take charge.

Meg and Julia generously donated a ton of their time to letting us shadow them as they put together the November and December issues, patiently answering questions, and yes, helping us plan the Kickstarter campaign (happening now! Go check it out!)

These are the things I’ve learned in the process of training to be a publisher while also planning and running a Kickstarter campaign (not dissimilar activities, it turns out!)

1. Don’t Be Afraid to Ask for What You Want

Running a publishing business, even on the cheap, is not cheap. But we all thought it was important to A) pay staff as fairly as possible for their work and B) pay fair rates for writers, artists, and creators who contribute to Mermaids Monthly. We pay 10 cents per word for stories and while that doesn’t sound like a lot, it’s amazing how quickly it adds up. (Math! Who knew?!?)

Art licensed for a cover is $150. A piece of interior art is $50. Then let’s say we have three stories we love, for a total of 10,000 words. That kind of felt like the minimum amount of content we’d like to shoot for, and that meant we had to plan on $1200 per issue, times twelve, just for the content. Plus, building in money for sensitivity readers, alt text writers, editorial and production staff… We’d love to pay a stipend to first readers as well (and that’s a stretch goal!)

So do I wake up in a cold sweat at 4am some mornings agonizing over asking for $33,000? Sure I do. But making art is work, and creators deserve to be paid. Remembering that last part helps make it easier to ask people to pitch in day in and day out. In our opinion, it would be worse to ask for a smaller amount that wouldn’t allow us to pay our contributors what they deserve than to not fund at all. 

2. There Will Be High Tides and Low Tides

A Kickstarter is like a force of nature that you feel like you’re just surfing on, not controlling. It ebbs and flows. It’s hard to accept that it’s not something you can actually do a lot about. You just have to learn how to point the ship forward, stay steady, and try not to freak out.

One of the things that really helped us was planning for the low tides. Before we launched, we created a calendar of talking points so that it would be easier to keep posting when tired of the campaign or life in general. It’s hard to keep talking about one thing for 40 days straight, let alone during the holiday season! Some days we see more progress than others… and you know what, you just gotta roll with the tide and keep doing your best.

Or so I tell myself!

3. Folders Folders Folders Shared Folders

This is such a boring lesson in some ways but I cannot stress how extremely critical it is. We use shared folders for both Kickstarter planning and for publishing business.

When you first start planning a Kickstarter campaign, you’re all excited! You have so many ideas! You start collecting them and writing them on the digital equivalent of scraps of paper all over your desk! And ESPECIALLY if you’re co-ordinating with an international team–we have team members on the US East and West coast, in the Philippines, and in Lebanon–pretty soon those digital scraps are scattered every which way and you start forgetting about the awesome ideas that you had because you’re so busy moving on to the next on.

FOLDERS, people. Folders saved us. I know, it’s absurd, really, that it took us a few weeks to get used to it. You see, we use Slack, too, so we’d often brainstorm in real time in the Slack, which is really fun! And great! Because we’d get ideas! But then someone has to, you know, actually copy down those ideas, throw them up in a Google doc, and *make sure that doc is available to collaborators* (a critical point that is often overlooked by people. And by people I mean me.)

I started a folder called Kickstarter Year Two. In it, we threw in everything related to the Kickstarter planning–timelines, blog post ideas, contributor bios, cute graphics we wanted to use–and then we arranged them into some sort of order. Once we knew that everything was in there, it became way easier to say “Hey, who had that copy for the blog post? Oh, there it is–in the folder called Blog Post Copy!”

Easy peasy. Or is it??

More than simply HAVING folders, the team has to understand and agree on the foldering conventions, or else you have three folders labeled “January 2022” and documents languishing in some forgotten place that you thought you shared with the team but actually didn’t!

A lesson I learned is that while Google Drive is really convenient in a lot of ways, it does come with some drawbacks. First, as I mentioned above, it can easily spiral out of control to a thousand shared docs with no organization, making it really hard to find anything unless you remember exactly what you called it. Second, not everyone on the team was super comfortable with using the Google docs interface, and on mobile, it can really be a pain. And third, keeping track of access and permissions can be a little tricky, too.

So folders, yes; but everyone being on the same page about how they’re organized and what’s in them, also very much a resounding yes.

4. People Connect to Mermaids in Myriad Surprising and Moving Ways

I started the publishing journey with Mermaids Monthly because my feelings about mermaids have evolved in the last year, thanks largely to reading the publication. Way back in January of 2020, I thought of mermaids as cool, interesting creatures depicted in many different stories about humans’ deep and complicated connections to oceans and rivers and lakes all around the world.

As I immersed myself in the magazine, I saw so many reflections of how people understood mermaids. L.D. Lewis’s searing story in the January 2021 issue, From Witch to Queen to God, reimagines the sea witch Ursula as a powerful warrior against colonialism and slavery. The fantastic comic Andromeda by Stephanie Nina Pitsirilos and Seth Martel blends sci-fi and mythology together for a cosmic fairy tale in the February 2021 issue. The darkly horrific and yet triumphant story, How to Eat a Mermaid by K. Garcia Ley reminded me of legends (in Japan and elsewhere, and also explored in Vonda McIntyre’s novel, The Sun and the Moon) that eating mermaid flesh grants immortality.

It’s been an exhilarating journey for me, mildly interested in mermaids at the start of 2020, to running a magazine all about mermaids. Now, I see that mermaids are a complex reflection of humanity itself: how we are the other sometimes, how we feel like we don’t belong sometimes, how we, too, plunge into the unknown depths, and how we nevertheless survive.

I can’t wait to see more expressions of what mermaids and mermaid lore mean to other creators!

5. Kindness To Each Other Is Maybe the Most Important Thing

Running a Kickstarter is stressful. It is hard. It feel so weird asking for so much money, and if you’re anything like me, you can easily spiral into a whirlpool of self-doubt and self-recrimination (“What were you thinking, asking for so much?”).

And everyone working on the Kickstarter is a volunteer – we don’t get paid unless the campaign funds, and even then, there is no back pay. We’re all doing it on our own time in between work and school and family commitments and exercise and, you know, eating and sleeping and all those vital functions. Not to mention this is a holiday season with lots going on. So it’s pretty easy for someone to slip up, or forget to do something, or do something less well than it should have been done. I’m raising my hand here as someone who has definitely screwed up in the course of this campaign.

And so, I think, it’s natural to experience frustration with each other (and in general, of course.) With yourself, too. But the antidote to that is easy, actually. It’s to be kind. It’s to remember that we’re all human and trying to do our best, and we’re all united in that we WANT this campaign to succeed and we WANT to be able to publish amazing mermaid stories and poems and art throughout 2022! So, it goes a long way if we can recognize when someone is doing hard work; when we can thank them for their contributions; when we can be cheerful and positive towards each other by remembering that we’re all on the same team.

And the same goes for publishing! We’ve built in stipends for all the staff, but to be honest, the actual work it takes to run a small press is way more, in practice, than what the stipend covers, and we’re learning that. There’s still a lot of labor that we do because we care and we love what we’re working on. I would love to work on changing that, because ultimately this system of volunteers in publishing impacts accessibility and depends on relative privilege–that some of us have the time to, essentially, donate. But until we can upend the system and capitalism, we can recognize in each other that we are donating time as part of a community effort to nurture and build a thing we value.

The Mermaids Monthly Kickstarter campaign is live now, collecting funds for Year Two of the Mermaids Monthly voyage.

Bio: Miyuki Jane Pinckard writes stories about robots and magic. She’s always been afraid of the ocean but remains a big fan of mermaids and sea-creatures. Find her online at www.miyukijane.com and on Twitter and Instagram as @miyukijane.