It’s a crass, throwaway, mass-market world. So it’s reassuring to learn that certain savvy companies can still turn a respectable buck by serving limited and discriminating markets.

And when such an enterprise proves it can pass the test of time, well . . . it’s time to hoist a snifter and drink to a prosperous future.

Such an occasion is the 20th anniversary of Calgary-based Fifth House Publishers, a regional producer of quality books for readers who crave more than Harlequin honey-drippers or Danielle Steele bodice-rippers.

Fifth House produces the literary equivalent of roots music – primarily non-fiction books with a Western Canadian spin. Works of scholarly and popular regional history. Books on bugs and gardens, western weather and cemeteries.

Larry MacDougal photo, Business Edge
Publisher Charlene Dobmeier flies against the industry norms in her successful business.

Mouth-watering cookbooks. Folksy reminiscences. Books about bears, birds, forests and trees.

Occasionally, a Fifth House volume goes platinum. A collection by aboriginal playwright Tomson Highway is about to reach sales of 100,000, an astonishing achievement.

The Business Edge team is particularly proud of recent Fifth House winners authored by freelance contributors Cinda Chavich, Mike Sturk and Brian Brennan. Chavich and Sturk’s High Plains: The Joy of Alberta Cuisine knocked down two Gold Awards from Cuisine Canada, while Brennan’s Scoundrels and Scallywags was short-listed for Alberta’s prestigious Grant McEwan literary award.

Even more occasionally, a surprise hit comes out of left field. Example: photographer Wayne Lynch’s oddball The Scoop on Poop, sneaking up on 50,000 copies sold and poised to crack the U.S. market.

Fifth House, of course, has an ace in the hole – a Toronto-based “big brother” in Fitzhenry & Whiteside, of Markham, Ont., which purchased the company five years ago.

The parent controls sales and distribution, while Calgary retains responsibility for editorial decisions and promotion. But even when shielded by a corporate guardian, small-to-medium Canadian publishing companies rely on paper-thin profit margins of two or three per cent on most titles.

This is a private business, so revenue figures are confidential. But industry sources suggest Fifth House, with five full-time staffers and a stable of freelance editors and designers, does about $1 million in annual sales. Considering production costs, it’s hardly a licence to spin gold.

“What kills a lot of Canadian publishers is the fact our unit costs for printing are so high,” explained Fifth House publisher Charlene Dobmeier.

“We generally do an initial print run of 5,000 to 7,000 copies, instead of 25,000 to 40,000 (i.e. for the large U.S. houses),” she continued.

And, oh, those book returns. Canadian booksellers accept product at discounts ranging from 40 to 50 per cent. But when books gather dust on the shelves . . .

“Sometimes, it seems as though the bookstores send back more books than you ever had printed,” Dobmeier sighed.

“What really keeps a publishing house successful is a strong backlist,” she added. “You need the books which keep selling and selling and selling.”

In spite of the cost, Fifth House tries to deal exclusively with Canadian printers. Some publishers shave as much as 60 per cent off their costs by printing offshore.

“We ask people to support Canadian books, so we should support Canadian printers,” Dobmeier said |with a shrug.

To illustrate how costs can run up, Dobmeier cited Chavich’s richly illustrated colour cookbook as Exhibit A.

The initial print run came in at about $30,000. Editorial costs were approximately $6,000, with design and photography bills on top of that.

“Cinda was able to do her own food styling. We saved thousands of dollars that way,” said Dobmeier.

Chavich wound up with a winner, but not before she completed a demanding round of promotional appearances. And not before dogged Fifth House sales reps worked the phones like sleepless telemarketers.

As Dobmeier said, once in a while a book will find its own legs, building a head of steam by word of mouth. But under normal circumstances, promotions and reviews in local media are essential.

“You have to get a buzz going,” she said.

Publishers and reps must be master improvisers, constantly seeking even a minuscule sales edge that can mean the difference between profit and loss.

So, a Fifth House book about Lake O’Hara will be sold at the Lake O’Hara Lodge. Dobmeier remains in talks with Canada’s The Weather Channel about partnering on promotions for a weather trivia calendar.

Nobody’s getting rich at Fifth House, but Dobmeier’s authors testify her royalty cheques show up on schedule and don’t bounce.

For a well-run business that does more than most to preserve and promote western culture, that’s ample reason to celebrate.