It’s not Too Late to Avoid Another “Catastrophic” Problem, But Time is Running Out

People need to know the truth about critical freshwater sources and issues.

2020 will no doubt be a year that no one will forget. Will we want to forget? YES. The pandemic has jerked people around endlessly: Masks, no masks, advice to get outside, advice to hunker down, close schools, open schools, close schools.

*The weather in 2020, particularly in hurricane country, has served up fear and excitement…rather like a horror movie might.

*Riots and protests: democracy at work or terrorism in play?

*Unemployment and evictions have abounded.

*The stock market has offered its thrills and chills.

*And, of course, the election has been a nightmare for everyone regardless of who wins. The election may last longer than the pandemic!

When the pandemic was first declared, we at Moonlight Mesa expected an onslaught of book orders. After all, we reasoned, people were being confined at home (hunkering down in place I think they called it) and would tire of daytime television in short order. Wrong. Spring book orders languished horribly. Then, come late spring and summer when we traditionally have our slower months, sales unexpectedly bloomed. Best summer sales ever.

Fall arrived, but so far sales have failed to be as robust has usual.

But overall, what’s been selling for us? Nonfiction. Nothing else: NONFICTION.

Unfortunately, while the sales of all our nonfiction books have been very respectable, sales of Saving Our Oceans have greatly disappointed us, and we feel this book is one of the most timely, important books we’ve yet published. There are several likely reasons for this poor response – one being that the vast majority of people DO NOT LIVE BY OR NEAR THE OCEAN and aren’t really engaged with the issues. This is understandable – but not excusable when one considers that the ocean provides 70 to 80% of the oxygen we breathe.  And, the other issue (no surprise) is that people who actually live in coastal states may already be aware of many of the issues that Saving Our Oceans covers.

However…there are chapters in Saving Our Oceans  that should be read by everyone no matter where they live. People need to know the truth about freshwater sources and its critical issues (which the book also covers). Because we feel this information is vitally important, future blogs will offer chapters from the book. It’s not too late to avoid another catastrophe that will put the pandemic to shame in comparison, but time is running out.

(Or, you can buy the book. It’s priced at just 12.95 to expedite sales. All proceeds are donated to the Friday Harbor Whale Museum and the Save Our Wild Salmon Coalition, both in Washington State.)

Photo by NRDC.ORG

Another First Place for Moonlight Mesa Author

Lee Anderson on his rescued thoroughbred Concho

Congratulations go to C.L. “Lee” Anderson whose book, The View from My Old Saddle, has been awarded first place in the 2020 New Mexico-Arizona Book Awards Contest.

The View from My Old Saddle was entered in the Pets and Animals category by Becky Coffield, publisher at Moonlight Mesa Associates, Inc. The cover design is by Moonlight Mesa’s long-time graphic artist, Vin Libassi.

This is Anderson’s second time competing in this contest. He was a finalist two years ago with his first book, Developing the Art of Equine Communication,” which has been an extremely popular title. Another equine book, A Beginner’s Guide to Owning a Mule, has also been a finalist in this contest and currently is Moonlight Mesa’s top-selling book for 2020.

Originally Moonlight Mesa Associates started as a western book publisher – but after seven successful years and the retirement of the company’s highly popular author of the Jake Silver Series, Jere D. James, against all advice Coffield began making the transition to nonfiction, and it has proven to be an excellent decision. The company’s top-selling books are now all nonfiction:

Casey Tibbs – Born to Ride, by Rusty Richards

Some Gave All – Lawmen Who Died with their Boots On, by J.R. Sanders

A Beginner’s Guide to Owning a Mule, by Becky Coffield

We managed to survive 7 years and 25,000 miles aboard a 34′ Cal 2-34

Developing the Art of Equine Communication, by C.L. Lee Anderson, paperback and ebook

Life Was A Cabaret – A Tale of Two Fools, A Boat, and a Big-A** Ocean, by Becky Coffield

Getting a Handle on Herpes, by P.A. Arnold (ebook only)

Saving Our Oceans, by R.L. Coffield

The Old Folks in the Boat, Becky Coffield (currently not available online – email publisher for copy)

“Book sales overall have not been spectacular in this Covid/Election year, but we certainly could have done worse,” Coffield said. “Our move to a new location took longer and had more setbacks than we ever imagined, so that didn’t help either.”

Publishing Slowdown

logoMMA-lg for WPIt’s past time we got back to the original business of publishing – so I’ve been advised. While my personal interests still sit with oceans, whales and the JUST ONE THING Alliance, I’ve been reminded that we have a plethora of award-winning titles that are beginning to languish due to my divided loyalties.

First off, book sales are surprisingly down. I thought sales would remain pretty strong since most people are housebound. I pictured people reading in the long quiet evenings. Not so much, it seems. Perhaps it’s the expense – few good books are free. Even Kindle charges add up quickly and there are other expenses people must take care of before indulging in their leisure habits.

That being said, although our sales are slower, they do continue. Of particular interest is Casey Tibbs, Born to Ride (Rusty Richards), Developing the Art of Equine Communication (C.L. Lee Anderson), A Beginner’s Guide to Owning a Mule (Becky Coffield) and Some Gave All (J.R. Sanders). These titles just keep chugging along! Note that they are ALL nonfiction works.

SGA CoverJ.R. Sanders recently posted a YouTube video for Some Gave All  that is positively inspiring! What a great job. You can see for yourself at https://bit.ly/3eyPCL1. It’s totally awesome!

 

In other news…our new house caught fire, and my mule Reba launched me into outer orbit. I landed on rocks on  my head, face and left ribs. Fortunately I was wearing a helmet – something I rarely do. My mule is a big, strong girl, and I was no challenge for her in keeping my seat. Why she did this, I have NO IDEA. It wasn’t windy, too hot, or too cold. There were no bees, mosquitoes, or other scary things (like cows) around. Unfortunately, once a mule or horse gets away with this, they are inclined to do it again, so sadly Reba and I have parted ways. I found an experienced, excellent owner…AND RIDER…for her. I’m too old to be hurled onto rocks. I had to walk 1.9 miles home from this traumatizing episode and spend 6 hours in an emergency room. Enough.

 

On the bright side, I can now spend more of my free time rowing and competing in the “senior” divisions. (When did I get to be a “senior”??) Once my ribs and broken finger heal, I’ll be raring to go – wild horses can’t hold me back – so the saying goes. It’s taking all my will power not to rush off to the lake and start rowing now that the weather is good. My ribs would rebel, however – this I have learned the hard way.

 

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We’ve postponed a new publication until 2021. Hopefully Renee and Jered might be back and I’ll be ready to get very serious about publishing again. Meanwhile, one of us will continue our posts!

JUST1THING E2

Great Year for Moonlight Mesa Nonfiction Titles & Superb Response to JOT

JUST1THING E2      The response to JUST ONE THING has been nothing short of encouraging, according to publisher and JUST ONE THING organizer, Becky Coffield. Although off to a slow start due to the home and business relocation of both Moonlight Mesa Associates, Inc. and the publisher, the response to date has exceeded Coffield’s expectations.

For starters, the Save Our Wild Salmon Coalition has enthusiastically endorsed the JUST ONE THING alliance. “The Save Our Wild Salmon Coalition has got to be one of my favorite organizations,” Coffield recently said. “Joseph Bogaard and his staff are so responsive, supportive and positive. They were quick to endorse our informational/inspirational publication last year, Saving Our Oceans, which has generated funds that we’ve in turn donated to the Save Our Wild Salmon Coalition and to the Whale Museum in Friday Harbor.”

Coffield went on to add that “The Whale Museum is another organization that has been outstandingly supportive of not only our publication, Saving Our Oceans, but they also have wholeheartedly embraced the JUST ONE THING alliance. It’s a very rewarding feeling to have organizations like these support the alliance.”

Moonlight Mesa already has an alliance with the Ocean Foundation and the Plastic Pollution Coalition. “We’re hoping that we actually get a response from the Inland Ocean Coalition this time around,” Coffield said. “More than just coastal communities and organizations need to come on board for this to be really successful. What we are getting is terrific, but there’s plastic pollution everywhere…not just in coastal regions.”

In addition to organizations, so many individuals have praised the idea and let us know via email or personal encounters. “We’re very enthused and excited to get the ball rolling on this endeavor,” Coffield said. “Now that we’re mostly settled in our new location, we hope to send the message out and recruit more organizations and individuals to the cause.”

And, JUST ONE THING has its prototype t-shirt. “The funds from any shirts we sell will be donated. More than selling shirts, though, our goal is to just get the word out and encourage participation in the alliance.”

2019 PUBLICATION WRAP UP

9780977459391.MAIN. Once again nonfiction dominated Moonlight Mesa’s overall sales this past year. Although Casey Tibbs – Born to Ride and A Beginner’s Guide to Owning a Mule  battled it out for best seller, the honor this year goes to Rusty Richards’ Casey Tibbs – Born to Ride by a small margin. “Richards’ book is going to sell forever, I think,” Coffield said. “It’s a classic in the true sense. Part of its exceptional staying-ability is that it’s available as a trade paperback and an ebook also.”

A Beginner’s Guide to Owning a Mule came in second for sales which is very interesting rebaandbeckyconsidering the book is simply a guideline about buying and owning mules. “I’m a bit surprised at the interest in mules, I guess,” Coffield said. “They are fantastic animals, but not for everyone, that’s for sure. I have one and absolutely love her, but there are days… I’m very pleased to see the interest in mule-information.”

In third place for sales was C.L. “Lee” Anderson’s Developing the Art of Equine equine_comm2Communication. “I didn’t think Lee could possibly come up with another book as helpful and informative as this one, but he surely did,” Coffield said. “We released Lee’s second book, The View from My Old Saddle, in January this year.”

SGA Cover      Fourth place is J.R. Sanders’ riveting Some Gave All. “I know if we can get this book into ebook format without having to delete most of the artwork and photos it will really take off,” Coffield said. “This book is absolutely fabulous.”

 

Saving Our Oceans placed fifth for nonfiction. “I was more than disappointed in this result,” Coffield said, “but it’s probably to be expected considering the topic and the fact that many in Arizona seem to be a bit detached and indifferent to these issues. Our work is cut out for us.”

Desturnell Mexico.tif

Jere D. James, usually a top-selling fiction author, has seen a decline in sales. Jere stopped writing westerns and sales declined when no new titles were forthcoming. The author had a fairly large following who were always anxious to buy the next book in the series. (Cover photo of the 5th book in the Jake Silver Adventure Series.)

 

NO PUBLICATIONS IN 2020

Coffield announced there would be no new publications scheduled in 2020. “We have too much work to do with Saving Our Oceans and the JUST ONE THING alliance. We also have Lee’s new title to get established in the market place. Plus, we’re looking at a new cover for Sanders’ The Littlest Wrangler. And if time permits, we’d like to take a look at Some Gave All  and see how we can get it into an ebook. We’ll be busy.”