Once a press has structure and flow, a different question emerges.
Not internal, but external.
Not:
How do we organize what we produce?
But:
How does what we produce meet the world?
Every knowledge institution eventually encounters this boundary problem.
What is free?
What is paid?
What is public infrastructure?
What is revenue?
Most writers encounter this question emotionally.
Institutions encounter it architecturally.
And the difference matters.
Because if the boundary is poorly designed, both legitimacy and sustainability suffer.
Too closed, and no one enters.
Too open, and nothing lasts.
The goal is not maximizing income.
Nor is it maximizing generosity.
It is designing permeability.
I. The False Dichotomy
The conversation around publishing often collapses into a crude binary.
Either:
“Everything must be free or knowledge is corrupt.”
Or:
“Everything must be monetized or the work has no value.”
Both positions misunderstand the nature of institutions.
Knowledge systems have always mixed the two.
Libraries are free.
Textbooks cost money.
Journals charge subscriptions but publish abstracts openly.
Museums charge admission but offer free days.
Churches give away sermons but fund buildings.
The boundary is rarely absolute.
It is layered.
Because different parts of the system serve different functions.
II. Legitimacy Before Revenue
For small institutional presses especially, one principle tends to hold:
Legitimacy must precede monetization.
If readers do not trust the work, they will not pay.
If they cannot sample the work, they cannot trust it.
If they cannot benefit freely at least once, they will not commit.
In other words:
Access creates legitimacy.
Legitimacy creates sustainability.
Reversing that order rarely works.
Trying to monetize before usefulness has been demonstrated feels extractive.
Trying to serve first and monetize later feels institutional.
The difference is subtle but decisive.
Readers can feel it immediately.
III. The Role of Free Work
Free work is not charity.
It is infrastructure.
It performs several essential functions:
Orientation
It lets new readers understand what you do.
Trust
It proves competence without asking for commitment.
Discovery
It lowers the barrier to entry.
Circulation
It spreads through links, citations, and sharing.
Legitimacy
It signals that the mission is service, not merely sales.
For these reasons, many durable institutions treat certain outputs as public goods:
working papers diagnostics reference guides essays tools introductory material
These are not loss leaders.
They are gateways.
They widen the entrance.
And wider entrances increase total participation.
IV. The Role of Paid Work
At the same time, not everything should be free.
Because preservation costs something.
Curation costs something.
Time costs something.
And readers who derive sustained value generally prefer to support what they use.
Paid work serves different purposes:
Consolidation
Bundled, structured, durable forms (books, handbooks, collections)
Convenience
Well-edited, organized versions of scattered material
Commitment
A small purchase signals seriousness
Sustainability
Revenue funds continuity
In this sense, paid work is not a toll.
It is packaging.
You are not charging for the idea.
You are charging for the curated form.
The distinction keeps the relationship healthy.
V. A Permeable Model
A useful way to think about the boundary is as a gradient rather than a wall.
Something like:
essays and tools → free working papers → free introductory guides → free or low cost structured handbooks → paid consolidated volumes → paid print or premium formats → paid
Notice the pattern.
The closer something is to orientation or basic usefulness, the more open it should be.
The closer it is to durability, convenience, or depth, the more reasonable it is to charge.
This mirrors how many institutions naturally evolve:
Free access to the map.
Payment for the bound volume.
VI. Why This Matters for Prolific Writers
Prolific writers face a special danger here.
Without a boundary, abundance becomes overwhelming.
If everything is free and scattered, readers lack signals.
If everything is paid and fragmented, readers hesitate to try anything.
In both cases, the system clogs.
The solution is not more generosity or more pricing.
It is clarity.
Some works should function as doors.
Others as rooms.
Doors are free.
Rooms are maintained.
Confusing the two leads to frustration on both sides.
VII. The Legitimacy Effect of Openness
There is also a subtler institutional effect.
Open work signals confidence.
It says:
“We are not afraid of scrutiny.
We expect to be useful.
Take this and judge for yourself.”
This stance builds authority more effectively than advertising ever could.
It mirrors how:
academic preprints circulate sermons are freely heard public lectures are open
Institutions that hide everything behind payment often appear fragile.
Institutions that offer value freely appear established.
Even if they are small.
Especially if they are small.
Because service, not scale, is what generates legitimacy.
VIII. Sustainability Without Anxiety
One psychological benefit of this approach is calm.
When the boundary is well-designed, there is no need for constant selling.
You do not have to persuade aggressively.
You simply maintain the system.
Some readers will remain at the free layer.
Some will move deeper.
Both are acceptable.
Both contribute to circulation.
Institutions think in terms of ecosystems, not conversions.
A reader who benefits and shares freely available material may matter just as much as one who buys a book.
Impact is not identical with revenue.
Revenue simply keeps the lights on.
IX. Designing the Boundary Intentionally
The mistake many small presses make is treating free vs. paid as an afterthought.
Instead, it should be designed as deliberately as the catalog itself.
Questions worth answering explicitly:
What is always free? What is usually paid? What functions does each serve? Where do newcomers enter? Where do committed readers go next?
Once these decisions are made, everything else becomes easier.
Confusion decreases.
Resentment decreases.
Legitimacy increases.
Because readers understand the logic.
And systems that make sense tend to endure.
X. The Larger Point
At small scale, publishing feels personal.
At institutional scale, it becomes architectural.
Even the boundary between free and paid is not a moral drama.
It is a design problem.
The goal is not to extract the maximum dollar.
Nor to give away everything impulsively.
It is to build something that lasts.
Something useful.
Something people can enter without friction and support without hesitation.
In other words: a press rather than a hustle.
XI. Where This Leads
With structure in place, flow managed, and the boundary clarified, the remaining pieces are mostly operational:
preservation metadata succession continuity
The quiet, unglamorous practices that let knowledge survive beyond the moment of its creation.
Which is perhaps the final shift in mindset.
Writing produces.
Institutions preserve.
And if the aim is durability rather than novelty, preservation is the higher art.
In the next installment, I’ll turn to that final concern: how to keep a small institutional press stable over time — formats, backups, platforms, and the mundane practices that keep an archive from quietly disappearing.
Because what is not preserved is not published.
It is merely temporary.
