In the past, the book industry’s consolidation has resulted in fewer and less diverse publishing houses, prioritizing profitability over cultural impact. However, the murder of George Floyd in 2020 marked a turning point, and the American publishing industry began to address its lack of inclusion.
Molly Stern, a publishing veteran, founded Zando Books in 2020 with the mission to connect inspiring authors with their deserved audiences. Zando distinguishes itself by establishing a network of imprints, each with its own distinct focus, market, and leadership. Stern believes that this structure allows for quicker movement, experimentation, and creative thinking in discovering readers for exceptional books.
One of the historic precedents that Zando aims to change is the institutional racism that has plagued American publishing since its inception. Stern states, “We specifically sought out partners who are committed to using their platform to amplify underrepresented voices, report on important issues, or share unique perspectives.”
Zando’s imprints include collaborations with the Atlantic magazine, romance novels (Slowburn), young readers (Zando Young Readers), “Gone Girl” author Gillian Flynn, and Crooked Media Reads, led by former Obama administration members.
Zando has gained significant visibility through its collaborations with celebrities. Sarah Jessica Parker’s SJP Lit, John Legend’s Get Lifted Books, Ayesha Curry’s Sweet July Books, and Lena Waithe’s Hillman Grad Books are notable examples. Zando’s star-studded Los Angeles book launches have also contributed to the company’s recognition and the growth of its West Coast community.
On a recent evening at the NeueHouse Hollywood, Zando celebrated the first graduating class of Hillman Grad Books, an imprint helmed by actress and producer Lena Waithe. The event featured a dialogue between Waithe, “Project Runway” judge Elaine Welteroth, and the first five Hillman Grad authors. Waithe emphasized the transformative power of books, stating, “They help form our identities. Every author up here tonight has a distinctive voice, a distinctive personality, and they take you on a distinctive journey.” The crowd responded enthusiastically.
Zando’s commitment to supporting underrepresented authors also extends to its marketing efforts. For instance, the launch of Elaine U. Cho’s “Ocean’s Godori,” the first book from Hillman Grad, was held at the Hundreds, a buzzy Korean American-owned streetwear shop in Los Angeles. The event provided a platform for Waithe and Cho to discuss the importance of collaboration and amplifying diverse voices in a meaningful way.
“Growing up Korean American,” said Cho, “I was hungry to see myself in the sci-fi books I loved. Never did I dream I’d be publishing a Korean space opera myself.” Cho’s words resonated with the predominantly young Asian American audience.
The use of celebrity imprints as a strategy to build brand recognition and increase sales has been popular for over a decade. However, Zando’s approach stands out for its emphasis on thoughtful partnerships. As Claiborne Smith, editor in chief of Kirkus Reviews, noted, “Publishers want celebrity stardust, but most writers don’t have that.” Zando’s model is particularly effective when the celebrity’s brand aligns with the core values of the imprint. For example, Sarah Jessica Parker’s lifelong passion for reading made her an ideal partner for Zando.
Zando’s growth and success have not been without challenges. The publishing industry still faces a lack of understanding regarding the marketing of books by BIPOC authors. Despite the sense of urgency to address diversity issues following the murder of George Floyd, stereotypes and biases persist.
Despite these challenges, Zando remains committed to its mission. The company has launched nine imprints and published 40 books in its first four years, with seven becoming bestsellers. Most of these books are written by authors from historically marginalized groups. Zando’s commitment to publishing diverse stories is evident in its upcoming slate, with “Celestial Banquet,” a Chinese folk tale by Roselle Lim, set to be released by Sweet July Books in January. As Zando continues to grow, its impact on the publishing industry will be closely watched, as it serves as a beacon of change and innovation in making literature more inclusive and representative of the world we live in.
