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Cox Report: April 2004
Jim Cox Report: April 2004
Dear Publisher Folk, Friends & Family:
In the summer of 1976 I was sitting in a Wednesday night meeting of the Madison Science Fiction
Club in a State Street restaurant. The purpose of our weekly get-togethers was to socialize with
like minded folk for whom fantasy and science fiction were something more than just another
Into that night's gathering came a good friend of mine by the name of Hank Luttrell. Hank was a
mail order book dealer specializing in comics, mysteries, and science fiction -- and whose
ambition was to create his own bookstore (which he subsequently did and it's still in business here
in Madison Wisconsin as 20th Century Books).
Hank came in with a copy of an expensive coffee-table sized book called "The Toynbee-Ikeda
Dialogue". It was a compilation of correspondences over the years between the late British
historian Arnold J. Toynbee and the Japanese philosophy/educator Isadeu Ikeda.
Hank knew that I was a history buff and well versed in the writings of Toynbee. He said to me:
"How would you like to have this book for free?". I said to him: "Whose kneecaps do you want
me to break?".
It turned out that all I had to do was read the book and then on Saturday go down to a new radio
station that had just opened up in Madison a few weeks earlier. It was WORT-FM -- a
non-commercial, counter-culture, community supported radio station of the leftish
I was to go on a talk show with a fellow named John Ohliger and take 3 minutes to tell him (and
his audience) what I thought of the book -- and then I could keep it for myself!
I said to Hank: "Hand me the book and tell me where this radio thing is located."
The following Saturday morning I went down to the ugliest one-story cinder block building I had
ever seen. I was introduced to this older gent who was some kind of liberal University of
Wisconsin college professor. After John Ohliger made his introductory remarks I commenced to
tell him (and his audience) about Toynbee, Ikeda, and this book of theirs.
I was still going strong when John reached over and gently tapped me on the arm and said he had
to wrap things up, his 30 minute program was over. While John was signing off I sat there
mentally upbraiding myself for the motor-mouth I had been and prepared to apologize profusely
for hogging his whole show.
John had a stack of books by his elbow. After we were off the air and before I could launch into
my abject grovel -- he pushed that stack of books across the table to me and asked if I could look
through these books and come back next week.
Thus my career as a book reviewer was born!
Three months later I was hosting that show (The Madison Review of Books) myself. A couple of
months later I had expanded it to one hour (30 minutes was just way to short!); and a few months
after that I had added a second one-hour book show that specialized on science fiction (The
Sci-Fi & Fantasy Hour with James Andrew Cox -- I think I was born with an ego as big as that
John Ohliger was a professor in the field of Adult Education and Life Long Learning. He was also
an ardent social activist. He had been one of the key people to establish WORT-FM as a
commercial free "talk show" radio forum for public issues. He started up The Madison Review Of
Books as one of his experiments in adult education. He wanted to see what would happen if you
put brand new books in the hands of ordinary folk -- cab drivers, housewives, students, social
workers, janitors, etc. -- and then gave them a forum from which they could express their
opinions and critiques to the community at large.
Back in the 70s, book reviewing (as it had been for pretty much the previous century) was largely
an elitist operation of the New York/East Coast literati. John Ohliger (populist and leftist agitator
that he was) wanted to break that stranglehold and see what would happen.
So John Ohliger started up his little radio show, got 15 of the major publishers to send him some
books, and sent folks like Hank Luttrell out into the Madison community to recruit folks like me
into sharing our views of what we were reading and what was being published.
I, along with a half-dozen others, banded together with John Ohliger and operated that little book
review. I hosted the radio show and did most of the grunt work of publisher notification, book
solicitation, and assigned reviewer follow-ups.
Then two years later, John Ohliger was working with still another group of citizens who wanted
to insure a public access channel in the newly arriving television cable company (if I remember
rightly it was Viking Media) that was then wiring up Madison. John talked me into going with him
to endless meetings in small non-air-conditioned rooms over that sidewalk egg-frying Wisconsin
summer. In the end, we were charted by the City of Madison and contracted with the cable
company as the Madison Community Access Center -- Cable Channel 4. The first show we taped
was with a heart specialist doctor. The second show we taped was the television version of our
little radio book review show.
I still remember that first television production. I hosted. We had one black/white television
camera. We had one chair. We also had one guest. I introduced the book review program. Then a
huge poster board sign was held by hand directly in front of the camera lens. I jumped up out of
the one chair we had. Our guest sat down in it. Then I proceeded to interview him while standing
next to the camera. When we were ready to wrap, the poster board sign went back up in front of
the camera lens. The guest got up. I sat down. The poster board sign was whipped away. And I
said farewell to the viewing audience.
The whole affair was the very definition of amateur -- but we were all thrilled to enter this new
medium of public access television and spread the word about books.
That show became "Bookwatch" and ran from 1978 to 2003 with me as its host. Our crew were
always volunteers who donated their time for a sheer love of the cause. And the studio quality of
our productions would match and occasionally surpass what PBS was doing.
Because of health problems slowing me down I finally had to retire after almost three decades
from the television part of our Midwest Book Review operation in January 2003. But the show
didn't disappear from the air for another 8 months or so. My producer/director had such a large
backlog of old shows that he ran them in our regular Wednesday night time slot on WYOU-TV
(which emerged in the early 1980s out of that original MCAC group) until finally the archives
In 1980 my job as a Developmental Disabilities Coordinator (a glorified kind of school social
worker) for the Broadhead School District was terminated through lack of funding. Ronald
Reagan had been elected president and one of the things he did in collusion with a conservative
congress was to gut the money devoted to special education. Another program funding that was
gutted had to do with Federal money for public library systems.
As a social worker I saw the writing on the wall for social services spending for the next few
years. So I took my 30 hour a week "hobby" as a book reviewer and turned it into a full time
profession. John Ohliger and I parted company over that. He was an altruist and a social reformer
who felt that his little experiment should remain as band of local Madison community part-timers
who were in it for the honor of it all. I wanted to go national, launch a library newsletter, expand
out onto the internet, and be able to support myself.
I was primarily responsible for the necessary grunt work (read office work) that kept the wheels
turning and the pump priming. Three weeks after I left his little book review operation it collapsed
because no one wanted to take over the hard work of writing letters, sending out tear sheets,
following-up review assignments, emptying the trash, manning the phone, etc.
It was sort of like the story of Henny Penny who easily found all manner of animal friends to eat
her bread -- but none to help her plant it, weed it, harvest the grain, prepare the dough, or even
bake the loaf.
Everyone like the idea of free books (you got to keep the book you reviewed) but nobody wanted
to do the day-to-day grind that insured there would be free books to hand out for review.
I borrowed $1000 from my father-in-law to buy letterhead stationary, a computer, and some
postage -- and never looked back.
Over the years John and I would come across one another. Madison is that kind of community.
He was constantly involved in one or another group, issue, cause, or experiment. He hung out
with the likes of Noam Chomsky and was always up for this or that demonstration or movement
for social justice.
I always acknowledged my debt to John as my mentor and the man who made my subsequent
career as a book reviewer and as the Editor-in-Chief of a multi-media book review operation
A couple of weeks ago I was informed by my good and long-time friend Hank Luttrell that John
Ohliger had died. He was 77 years old and succumbed to a combination of diabetes complications
and a severe bout of the flu.
John was one of a kind. The sort of man that used to be written up in the Reader's Digest as an
"Unforgettable Character". He was my friend and I was his -- even after we parted our separate
ways and held to differing political and philosophical views. John will always receive his due
credit from me for what the Midwest Book Review is all about and what it has achieved over
these past 28 years. -- I wish you could have known him.
Now on to some issues and advice for writers and publishers:
1. For you self-published authors who avail yourselves of POD publisher resources to
manufacture your books: Be sure to include in your contract the requirement that the POD
publisher (e.g., iUniverse, Xlibris, PublishAmerica, Trafford, Infinity, etc.) provide you (as their
author client) with a copy of all reviews of your book that they receive from reviewers like me. I
have liaisons in most of the major POD houses whose verbal commitment to the Midwest Book
Review is that they will notify their author clients whenever we review one of their books. I
provide the POD publisher with a copy of the review and a publisher notification letter and in
every letter I specially include the line: "Please notify your author client accordingly".
Mostly they do -- but some will inevitably not give it proper priority, so be sure to include that
obligation into your contracts with them. Mostly you will be offered "boiler plate" contracts that
say the same thing to every author regardless of their book or marketing plans. So you will have
to create that amended paragraph for them. It's not hard to do and can be very simple. I give you
this as an example:
(POD Publisher Name Here) agrees to provide (Your Name Here) with copies of all reviews,
review notices, and reviewer correspondences received by (POD Publisher Name Here) with
respect to (The Title Of Your Book Here).
The reason for you wanting a copy of every review the POD publisher ever gets on your book is
the same reason for getting a copy of any review from anywhere else:
You invested capital in the form of the review books and the postage to send it out.
You can utilize positive reviews in your marketing and promotional activities.
You can apply damage control (if necessary) with respect to any negative reviews.
You can track the impact on sales of POD published review copies.
2. Snail-mail addresses are a "must" for small presses and self-published authors.
Once again for the April reviews I had to reject a couple because the reviews submitted by my
reviewers had no snail-mail address contact information -- and I couldn't find that address info
when I tried to do a websearch for it.
A couple of reviews actually made it through the review process and are part of our April
publications (somehow they just got by me -- probably because during that last week of May I am
proverbially swamped with editorial duties in putting together our four library newsletters (print)
and our five on-line book review magazines. So here we are at the point where I'm sending out
tear sheets and publisher notification letters to the snail-mail addresses of everyone who's book
was reviewed in any of our publications. And sure enough -- there were two perfectly fine reviews
whose publishers will never know we did them -- because they didn't have snail mail addresses
that I could find on-line or off!
If, as a self-published author, you don't want to use your home address that's just fine. Get
yourself a post office box or use the snail mail address of your distributor. But for pity's sake, give
the reviewer someplace to send you a copy of their review! And be sure to include a snail-mail
address on your website!!! If not, you have short-changed yourself on getting the most from your
capital investment bound up in that review copy that you sent out -- and have no one to blame but
3. I often conclude with "Unsolicited Testimonials" from authors and publishers who sent a word
of thanks for our efforts in their behalf. None of these testimonials are as sincere as the ones from
folks who also include some postage stamps "for the cause"!
Here are our most recent Postage Stamp Thank You's:
Linda Marettus - Lincoln, CA
Cole Montana - American Mortgage Elinators
William Buchanan - Bay Laurel Press
Lois Hjelmstad - Mulberry Hill Press
Sherri Erickson - Attainment Company, Inc.
J. M. Seymour - DynaMinds Publishing
Like "The Jim Cox Report", all of our online book review magazines are free and can be
subscribed to directly or accessed on our website. Even individual book review columns (The
Cookbook Shelf; The Metaphysical Studies Shelf"; "The Audiobook Shelf", etc.) can be
subscribed to separately. Just send me an email and a note on what you'd like to be signed up
And remember -- Reviewers like feedback every bit as much as authors and publishers!
Although our bylaws prohibit accepting money from authors or publishers (in order to avoid any
conflict of interest issues), we did amend them to allow authors and publishers who wanted to
make a gesture of support for what we try to do here at the Midwest Book Review in behalf of
the small press community to be able to donate postage stamps "for the cause". So if you'd like to
send some stamps, feel free (but not obligated!).
That's about all for now. Until next time!
Midwest Book Review
278 Orchard Drive, Oregon, WI 53575
James A. Cox
Midwest Book Review
278 Orchard Drive
Oregon, WI 53575-1129
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