Foreword Reviews
About the Company
Foreword Reviews began as a magazine providing detailed reviews of books from independent publishers, which larger trade publications often overlooked. These publishers ranged from self-published authors to university presses. Initially aimed at librarians and booksellers, the magazine now attracts readers looking for unique and diverse content. Over time, the business expanded to include various services such as digital content, paid Clarion reviews, editing services, and the INDIES Book of the Year Awards. The print magazine remains the flagship product, supported by a robust digital presence and other offerings.
Foreword Reviews distinguishes itself by promoting books from indie presses that take creative risks, offering readers options beyond those promoted by major publishing houses. Its clientele includes librarians, booksellers, avid readers, and publishing professionals seeking quality reviews and industry insights.
Idea Behind Company
Victoria Sutherland’s love for books and magazines began in childhood. She graduated from Michigan State University with a degree in advertising and worked in ad sales for local publications. A visit to the American Booksellers Association convention inspired her to pursue a career in publishing. Returning to her rural Michigan home, she discovered a local book distribution center and began working for its owner, who sought to create a magazine for small press clients.
After gaining industry experience, Sutherland was promoted to publisher of a literary magazine but grew dissatisfied with editorial changes imposed by the owner. This dissatisfaction motivated her to start Foreword Reviews, with the goal of thoughtfully covering independent presses. Encouraged by her entrepreneurial family and backed by personal savings, she partnered with two editors to launch the business, driven by a shared passion for independent publishing.
Creating the Company
Incorporated in April 1998, Foreword Reviews had a tight timeline to produce its first issue by May for BookExpo America. Sutherland emphasized creating a high-quality magazine to stand out in a crowded market, collaborating with a talented freelance designer to achieve her vision. Early marketing efforts included selling ad space and building relationships with industry leaders.
The founding team worked tirelessly to create content for the debut issue, securing review copies from publishers and using personal resources to finance the venture. The inaugural issue’s success validated their efforts, helping establish Foreword Reviews as a trusted source in the publishing industry. Despite the challenges of balancing work and family responsibilities, the team’s dedication ensured a strong launch.
Launching the Business
Foreword Reviews debuted at BookExpo America in May 1998, followed by the American Library Association conference. The team distributed 7,500 copies of the magazine, 5,000 of which were mailed to librarians. Key successes included forming partnerships with wholesale database companies, which recognized the value of indie press reviews.
Early challenges included limited resources and staff, leading the magazine to adopt a controlled circulation model, with free distribution to target audiences supported by advertising. The founders relied on trade shows to build relationships and secure advertising revenue. These events also provided opportunities to network with publishers and collect new leads, laying the groundwork for future growth.
Earnings
Today, Foreword Reviews generates $90,000 per month and operates as a lean, profitable business. The first decade was financially challenging, but the company’s strong business model ensured long-term success. Revenue streams now include print and digital advertising, awards programs, paid review services, and trade show partnerships.
Foreword Reviews adapted to industry changes, including the rise of digital media and social platforms, to diversify its income and expand its reach. During the COVID-19 pandemic, the company made cost-saving adjustments that boosted profitability. With a growing consumer readership and new initiatives, Foreword Reviews continues to thrive while supporting independent publishers and readers alike.
