Exclusive Q&A by Brad Balfour, Arts Editor & Mike Greenly
Born in the United States, Red Penguin Books founder and president Stephanie Larkin has led the company for over 18 years, working with books of all genres and helping people to “unleash their inner author” through book publishing.
But as she remains proud of her Irish heritage and still has family in Galway, Ireland, she’s also had an exciting new release with a strong Irish connection through author Maureen Reed’s “Becoming Herself” trilogy. This sweeping series of novels set across Ireland and the United States in the early 20th century follows the history of strong Irish women. The books follow bold, determined women forging their own paths in a world that demanded their silence — and their stories resonate just as powerfully today.
The trilogy’s author was so dedicated to her research that she actually relocated to Dublin while writing the third, recently released book, “Finding Herself.” Her move to Ireland speaks volumes about the author’s commitment to authenticity and to the nation itself.
From the cobblestone streets of Dublin to the bustling promise of New York, “Finding Herself” takes readers on a journey of self-discovery that resonates long after the last page. Cate Clark’s compassion and resilience — especially in her response to the Magdalene survivors — is moving.
Following a career that led her from managing colleges to Fortune-500 companies and major international law firms, award-winning author Maureen Reid began writing the kind of novels she loves to read. Blending fiction with historical facts, Reid writes about strong women who, through sheer will and spirit, become their best selves. This storyteller’s characters are described as flawed but determined as they try to make a difference in their lives and in the lives of others. The issues they confront are as current as today’s headlines.
But this is only one of the many books Larkin publishes. Red Penguin launches over 100 of them a year representing all types of genres. They range from business to fiction, memoirs to mysteries, children’s books, textbooks, and more. The authors hail from six different continents around the world and have been published in seven different languages.
Larkin has also authored several books on writing and publishing, including “Bookology,” “Launchpad Countdown to Publishing Your Book,” “Write That Book!” and several others, in addition to many ghostwritten publications. She speaks before groups such as professional organizations, chambers, artists and authors on topics ranging from small business strategies to leveraging the “power of the pen.”
In addition to spearheading Red Penguin Classes — the educational wing of Red Penguin Books which offers online classes in writing and book marketing — Larkin teaches courses. Her topics range from small business management to sales and advertising in the Marketing Department at Nassau Community College, where she works with future entrepreneurs and marketing professionals. The 50-something also hosts “The Author Corner” — a chance to meet authors you want to read — airing on Verizon, Optimum and QPTV. These dialogues are featured on “Between the Covers,” a web show for readers, writers and lovers of books as well as on the “Once and Future Authors” podcast.
Q: Where did the name come from?
Stephanie Larkin: We were originally a web company — Red Penguin Web Solutions, and our motto was “STAND OUT with Red Penguin!” Our first logo/website looked like an iceberg filled with penguins, and just one of them was red. That one stood out!I had a vision — when forming the company — of a lot of things that looked the same, but where one stood out from the rest. I considered the Crimson Cow, the Lavender Leaf, etc. — but I liked the color red (it’s a bold, powerful color.) Penguins were “in” (think “Happy Feet”!) and I was broke. So it was easy for me to print in black and white, then take a red sharpie and simply color one penguin red. That’s how we got the name!
On May 21, 2007, Red Penguin Web Solutions was incorporated. I started the company out of a desire to assist small businesses, professionals and organizations with their websites, digital marketing, etc.
Over time, I was doing a lot more work for writers and the National Writer’s Union. I was a speaker at a conference of the National Writers Union where I had an epiphany moment. Watching the speaker before me, I suddenly realized, “I should do that! I should offer book publication to our clients, since I so often send them away to fend for themselves after I’ve worked on their ebooks, websites, etc.”
Thus, Red Penguin Books was conceived in 2017. Our first publications were launched on December 31, 2017. I’m glad to say that our publishing division has grown exponentially each year.
Q: How is Red Penguin alike or different from other publishers?
Stephanie Larkin: We’re an independent hybrid press with several different imprints, publishing over 100 books each year. Our titles annually are in print, digital and audiobook formats. Our first book was my beloved stepfather’s memoir which was handwritten and passed down to me. We published several books by Alberto Zuppi, an international lawyer responsible for extraditing Nazi war criminals and former Minister of Justice of Argentina.We’ve published many books whose proceeds go to various non-profits, including mental health issues, military families, suicide prevention, drunk driving prevention, sexual assault, etc.
We have won dozens of book awards and Amazon #1 New releases among our authors each year. I’ve had multiple awards for my cable television shows, “The Author Corner” and “Technically Speaking.” Most of all, I feel pride and joy in helping people change their lives and make their dreams come true through their publication.
Q: How do you find your clients like the author of this new series set in Ireland?
Stephanie Larkin: My clients find me. Most come through referrals, or through one of our anthologies, literary journals, media events, or other exposure to our company. We’re fortunate to have quite a bit of public/social exposure. If the question is “what type of clients do we attract” — well, we publish everything from children’s books to paranormal romance, educational books to personal memoirs. Some people come to us for business-type books that will help increase their exposure and credibility in a particular field. Others have a wonderful trilogy of fiction books. Still others have a family history or passion project. We publish all sorts of books.
My honest answer to the question “Why do so many people want to self-publish?” is “Do they really know what they are getting into?” But if the question is really, “Why do so many people want to BE published?” — well, that is so true! Everywhere I go, people want to write books. I can’t walk into a room without meeting people like that.
Q: And how did the Irish series and Maureen Reid come to you?
Stephanie Larkin: “The Becoming Herself” trilogy came to me through Maureen’s editor, who felt Red Penguin would be a good home for the books. It turned out to be a wonderful fit — not just editorially, but personally. Maureen is a remarkable storyteller. She grew up in Western New York, not far from the town where her first protagonist, Margaret, was set. She spent her working years managing colleges, corporations, and international law firms before beginning her encore career as a writer — and what a second act it has been.
The series follows generations of determined Irish women navigating the early twentieth century on both sides of the Atlantic. The research Maureen put into these books is extraordinary. That kind of commitment to place and authenticity comes through on every page. Maureen does signings and appearances and is a genuinely warm presence with her readers. I am proud and delighted to be her publisher.
My hopes for the series? I’d love to see it reach the Irish and Irish-American readers who will feel these women in their bones — and the broader audience who simply loves beautifully written historical fiction about women who refused to be silenced.
Q: How are you different from a traditional publisher?
Stephanie Larkin: Many authors who aren’t interested in the added expense of bulk printing generally opt for print-on-demand. Nowadays, the quality of the two is nearly indistinguishable, as is the price differential, so it often makes sense to set up books for POD rather than printing thousands in advance and have the added expense/issue of fulfilling orders [and storing the books].
Technically, self-publishing does not involve a publisher. The author does the editing, formatting, cover design, etc., and then “publishes” the book themselves. They use either a self-publishing portal (like Amazon/KDP –– formerly known as Create Space), Book Baby or others. A publisher does much the same thing but since there actually is a publisher, the person isn’t “self-publishing.”
I could equate it to hiring a contractor to do your kitchen or doing it yourself. In both cases, you end up with a kitchen. It’s a matter of who does what. (Plus, since the contractor presumably knows their stuff, you’ll end up with a better kitchen!) The contractor (like a publisher) probably doesn’t accept all jobs — only those he or she wants to do. [So we do have authors who pay us to do the publisher part such as marketing and promotion.]
While self-publishing and traditional publishing are genuinely different paths, many writers who come to us saying they want to “self-publish” are actually describing something closer to what a small press does — handling the production, distribution, marketing, and all the infrastructure that turns a manuscript into a book in the world.
That’s not a knock on self-publishing; plenty of savvy authors do it brilliantly. But it’s a significant undertaking. For writers who haven’t done it before, the work after the manuscript is finished — formatting, cover design, ISBNs, distribution setup, metadata, marketing — can easily add up to 100 or more hours. Many writers, understandably, would rather focus on the writing and hand the rest to someone who does it every day. That’s exactly what we’re here for.
We also have a traditional publishing imprint filled with award-winning and more recognizable authors, as well as a very active anthology program for new and emerging writers, both of which have no costs to the authors. We additionally offer a complimentary publishing program for non-profits and schools, providing them with an opportunity to fund-raise through publication.
Q: Talk about who is Stephanie Larkin besides your life as publisher of Red Penguin?Stephanie Larkin: I’ve been married for 29 years and am the mother of three amazing kids. I have a newly-married 29-year-old daughter who works at Intel … a 27-year-old son who runs our global and non-profit divisions when he isn’t directing, acting and producing theater … and an 22-year-old son about to graduate from Marist University.
The books came naturally out of family. Our very first book was my stepfather’s memoir — handwritten, passed down to me. That set the tone for everything that followed. I also love animals, nature, wineries, theater, good food and, of course, books!
Q: Have you done travel books, publishing about the states and the world?
Stephanie Larkin: In fact, we’ve published works from authors around the world and six different continents (everything but Antarctica). I love to travel — I’ve been to all 50 states and 36 countries so far, and I’m always planning the next trip. Travel, for me, is about people and stories as much as places. It was only natural that Red Penguin would eventually find its way into that world too.
We are launching a travel series — open for submissions from travel lovers around the world. We’re looking for short stories, poems, even short plays that capture the experience of a place, a journey, a moment. The idea is that travel writing, at its best, isn’t really about the destination — it’s about what happens to you when you get there. We’d love to hear from anyone who has a story to tell about somewhere they’ve been.
Q: Have you explored your Irish heritage visiting Ireland?
Stephanie Larkin: I was born and grew up here in the United States, but Ireland has always felt like a second home. Irish relatives visited us throughout my childhood, and I’ve made the trip over to Galway to see family as often as I can. There’s something about that pull — you can be a New Yorker your whole life and still feel the green hills somewhere in you.
As for what I read, I grew up drawn to story and language more than genre. Irish literature has always resonated with me — from the sweeping mythology and folklore (there’s something about Irish storytelling that feels ancient and alive at the same time) to contemporary writers like Maeve Binchy, whose ability to write ordinary people with extraordinary tenderness I find genuinely moving. I’m also drawn to writers who find the universal in the specific — which is very much what Maureen does.
I’m actually planning to launch writers’ retreats in Ireland — bringing together my love of the country, my work with writers, and the belief that certain places inspire certain kinds of stories. Ireland is one of those places.
Q: Talk about your engagement with the arts.
Stephanie Larkin: Before Red Penguin (heck, before the internet!) I was a musician and a high school music teacher. I’m still a musician. I play the piano, organ, guitar, violin, flute, sing, compose, direct choirs and more. I grew up on Long Island, in a house full of music. Music and language have always felt connected to me — they’re both ways of saying what ordinary conversation can’t quite reach.
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