Why we exist
Talent is no longer enough on its own. A photographer, a chef, an artist or a consultant can be excellent and still remain invisible, because the work never reaches the people who would act on it. What is scarce is not skill. It is attention.
That is the problem we work on. We take professional work and give it a public form — a page, a title, a record that exists outside the person who made it — and then we do the unglamorous part: getting that record in front of the right readers, and keeping it there.
We are not interested in volume for its own sake. Being loud is easy and it wears out. Being found by the right people, repeatedly, is a matter of editorial judgement, distribution and patience.
What we do
Editorial, audience, and the software that joins them.
Editorial production
We commission, edit and design illustrated books and periodicals — from the first selection to the finished pages, ready for print. Selection, sequencing, layout, translation and proofing are all handled in-house.
Audience and distribution
We build the lists, the channels and the campaigns that carry a title to the people who will pay attention to it. Print and digital, across the European Union and the United States, with delivery to the reader as part of the job.
Platforms
We write and operate the software behind the work: submissions, catalogues, payments and delivery. Built in-house and run in-house, so the editorial process and the systems that carry it are never out of step.
How we work
Four things we decided early and never renegotiated.
Editorial judgement comes first. Before anything is promoted, somebody has to decide what deserves to be seen. We make that decision openly and stand behind it: a selection means something only if some things are left out of it.
Distribution is part of the work, not an afterthought. A title nobody receives is not finished. We plan how something will reach its readers at the same time as we plan what goes inside it, and neither of those decisions is outsourced.
We run our own systems. The tools that carry submissions, catalogues, payments and delivery are built and maintained by us. What we can do is never limited to what somebody else’s platform happens to allow this year.
We prefer the long form of attention. Campaigns end. A book, an archive, a record that is kept properly keeps working years later. Where there is a choice between the two, we build the one that lasts.
Who we work with
Our work is for people whose reputation rests on what they make: photographers, artists, chefs, designers, writers, consultants, and the galleries, schools and associations around them.
Some arrive with a finished body of work and no audience for it. Others have the audience already and need the work given a form that outlives a feed. Both are the same problem seen from opposite ends, and we treat them that way.
We take on projects where the material is genuinely there. We are not a promotion service: visibility we could not defend on editorial grounds is not something we are willing to sell.
Where we work
We are based in Sofia, Bulgaria. We work in several languages, across the European Union and the United States, and a project is carried in-house from the first selection through to the copy that arrives at somebody’s door.
If you have work that deserves a wider audience, or a title you want made properly, write to us.