FutureBook Q&A: author and publisher L J Ross

Your talk is called “Publishing with Positivity”. What does that mean to you?

To me, “Publishing with Positivity” means approaching the ever-evolving world of publishing with optimism, creativity and an open mind. In a time where the industry is facing rapid changes, particularly with the rise of AI and digital technologies, it’s vital to embrace change rather than fear it. It is about focusing on the incredible opportunities these changes bring, instead of being daunted by the challenges.

You have been in that vanguard of authors making a huge success but not through traditional publishing methods or routes—what do you see as the reason for your success?

My success, I believe, stems from a combination of factors. Firstly, the freedom of self-publishing allowed me to explore and cater to my niche without being constrained by traditional publishing expectations. This direct connection to readers, without intermediaries, provided invaluable feedback, enabling me to refine and better my work. Secondly, being proactive in leveraging social media and other marketing tools has enabled me to build a strong reader community. Authenticity and a strong personal connection with my audience have been key.

You’ve been able to innovate and flex as the market has changed—what could traditional publishers learn from you?

Traditional publishers could learn the importance of agility and flexibility from my journey. In a rapidly changing market, quick decision-making, experimenting with new platforms and strategies, and listening directly to readers can provide a competitive edge. Moreover, the essence of personal branding and fostering a direct, genuine relationship with readers can often be more potent than large-scale marketing campaigns.

Do you regard yourself as an author or publisher first—and which do you think is the more difficult role?

I regard myself as an author first. It is my passion for storytelling that drove me into this world. While the role of a publisher involves crucial decision-making, strategising, and understanding market dynamics, I find being an author more challenging, because it requires vulnerability, and continuously evolving one’s craft in the face of both praise and criticism.

L J Ross will be delivering a keynote talk at the FutureBook Conference on 27th November.