Foghorn: The Nearly True Story of a Small Publishing Empire

by Vicki DeArmon

The heyday of small press publishing in San Francisco lives again

This is the never-before-told story of a unique time in San Francisco as well as in book industry history, when Bay Area small presses—armed with arrogance and personal computers—took the publishing field. At Foghorn Press, Vicki Morgan was an ambitious woman publisher, young and brash, coming-of-age while quixotically building a book publishing company from scratch with her eccentric brother to help.

As part of their optimistic Morgan heritage, the siblings strive to grow Foghorn Press with no capital, 100-hour work weeks, cheap beer, irrepressible belly laughs, and no book publishing experience. They assemble a cast of preposterous authors and resistant staff while surviving a drunken ex-husband, a con artist, calculating distributors, a fleet of good ol' boys, terrible cash flow, and their own differing aspirations. Books are brought to market and miraculously sell from their offices in the Boiler Room. Foghorn is soon a resounding success with sales, media, acclaim. But in the end, there are costs, to relationships, to family, and maybe even to the truth.

Genres: Memoir

Audible Audio

Published April 1, 2025

Reviews

[Karin Jensen · Rating 5 out of 5]

Okay, if this were happening in Harry Potter's world, I would say, hands down, Vicki is a Gryffindor with courage, determination, loyalty, more than a little daring, and a touch of recklessness. Just fascinating to read the unvarnished story of a young woman pulling up her business by the bootstraps and the Herculean effort, guts, and risk-taking involved in making it successful. Although she calls it "nearly true," it feels honest. She doesn't sugarcoat to always make herself the hero. By the end, I couldn't put it down and read late into the night to find out the ending. A fascinating immersion in the world of small press publishing and female entrepreneurship.

[Lorraine Wilke · Rating 5 out of 5]

A “nearly true” memoir that reads like the very best of novels

While I find some memoirs dry and didactic, others like overwrought diaries, and still some that bombard with enough minutia to become eye-rolling, the very best of the genre pulls you in, holds you there, and takes you on a roller coaster ride that is never less than fascinating. FOGHORN is one of those.

As advertised, it reads like a novel with its propulsive narrative, whip-smart, funny dialogue, and characters that not only demand attention but, in most cases, affection. FOGHORN had me riveted from the get-go. Who’d’ve thought a story detailing the rise and fall of a small publishing company in the 80s and 90s could be so page-turning?

DeArmon’s dream to build a vibrant small press becomes a reality when, with her beloved and very complex brother, Dave, she launches Foghorn Press in the Bay area in the late 80s. All the expected ups and downs of the endeavor are chronicled in candid, often hilarious, detail, as are the myriad characters—family, friends, authors, ex-husbands, employees, rock climbers—who come in and out of their lives. Unusual in most memoirs but delightfully abundant here, the dialogue between and amongst these various participants is sharp, funny, sometimes heartbreaking, and always authentically human. That unvarnished honesty brings the story to such visceral life you FEEL for everyone involved, both as human beings dealing with loss, hurt, winning, and losing, but as seekers, dreamers; entrepreneurs looking to build something meaningful. You’re rooting for them.

As someone who’s paid attention to the book industry over the years, I found details of the various settings and events of the publishing world during that time to be fascinating. Following DeArmon’s adventures as she traversed that complicated, unpredictable terrain makes for a revealing glimpse into the somewhat arcane and elusive culture of book publishing, which was both educational and entertaining. Given the subtitle of the book— “the Nearly True Story of a Small Publishing Empire”—one can ponder just how much creative license may have been taken (something DeArmon addresses in the Epilogue), but as a reader, as someone who was willingly swept along, the nuances don’t matter. It’s the telling, the characters, the HEART of the story that matters, and those elements, here, in this book, are brilliantly conveyed. A great read.

NOTE: I enjoyed an advance copy of this book and this is my honest, unbiased review.

[Michal Strutin · Rating 5 out of 5]

Buckle up! You’re in for a wild ride in publishing land. Foghorn, Vicki DeArmon’s tale of her burst into Bay Area book publishing is lightly fictionalized memoir, the names changed to protect the innocent. DeArmon’s publishing odyssey began at Foghorn Press when she was 25. She loved books, was fearless, creative, and worked like her life depended on it. Along the way, a husband became an “ex.” A writer in her book-publishing stable became a lover, for a while. Her true love seemed to be book publishing. DeArmon was indefatigable. At the start, one of her brothers began her journey with her, each putting in far more than eight-hour days to grow a line of outdoor and sport-related books.

The chapters each begin with stats that tell the tale. The first chapter: San Francisco, 1987. Published: 3 titles, partners: 2, employees: 0, annual sales: $90,000. By 1995, the stats had risen considerably. Published: 22 titles, partners: 6, employees: 20, annual sales: $2,100,000. Much more than statistics, Foghorn tells stories about people, places, and publishing adventures that make you laugh, fill you with hope, and occasionally make your hair stand on end: Angel Island. DeArmon also gained much respect in the publishing world, as one of the leads in the hugely popular Bay Area Book Festival…and more.

[Karen · Rating 5 out of 5]

Vicki DeArmon's Foghorn is a captivating memoir that delves into the tumultuous world of small-press publishing in 1980s San Francisco. With a blend of humor, nostalgia, and raw honesty, DeArmon recounts her journey as a young, ambitious woman who, along with her brother, founded Foghorn Press.

The narrative is a whirlwind of high-stakes deals, eccentric authors, and the relentless pursuit of literary success. DeArmon paints a vivid picture of the era, capturing the energy and excitement of a burgeoning industry. Her candid portrayal of her own vulnerabilities, mistakes, and triumphs makes for a relatable and engaging read.

While the book offers a fascinating glimpse into the world of publishing, it also serves as a coming-of-age story. DeArmon's personal growth is evident as she navigates the challenges of business, relationships, and self-discovery. Her resilience and determination are inspiring, as she perseveres through setbacks and celebrates her victories.

Foghorn is a must-read for anyone interested in the history of publishing, the entrepreneurial spirit, or simply a well-told story. DeArmon's vivid storytelling and sharp wit make this memoir a delightful and thought-provoking read.

[Kate W · Rating 5 out of 5]

Foghorn tells the story of the rise and fall of a Bay Area small press in the era when the West Coast decided to take on the East Coast's dominance in the field. It's also the story of a sibling relationship - that hybrid playground/battlefield where our skills for navigating adult relationship are honed.

It's also an empowering and inspirational story of female resilience and - for this reader - it's this note that sounds most strongly. DeArmon says that creating Foghorn Press saved her after she unwound herself from a difficult marriage, and yet she is the one who saves herself over and over in this memoir. Like so many of us, she also creates her own crevasses and plunges into them, powered by a relentless belief in herself and her ability to envision - and attain - the "next big thing"...despite the warnings of those around her.

When DeArmon's business, her relationships with her family of origin, and even her health all fall apart, the "next big thing" becomes simply getting up out of bed...until the road forward appears.

Foghorn is an inspirational tale about a woman who, like a phoenix, rises from the ashes and soars.

I read an advance review copy.

[Erin Van Rheenen · Rating 5 out of 5]

I'm a sucker for true (or "nearly true") stories of young women with big dreams and small bank accounts taking on the world. Even better if the account is warts-and-all, with the author being brutally honest about herself and her role in scenarios both good and bad.

This memoir is a compelling look at the world of indie publishing in the Bay Area in the 1980s. Tech wasn't the only sector moving fast and breaking things in that era, with mostly young people working 20-hour days in unheated garages. Publishing was also reinventing itself, with the brand-new tools of what was then called Desktop Publishing. The means of production were now in everyone's hands. It was a heady time, even if the slow-moving publishing establishment in New York had no idea what was going on out west, and probably wouldn't have cared if they did. I was here, a little later than the time the book is set, and I can vouch for the raw energy and indie spirit of the time. Think punk rock, only with books.

I loved the flow of the book, and how it evokes what it's like creating something from nothing.

[Michelle Ule · Rating 3 out of 5]

I worked in publishing for 20 years. Foghorn is a memoir about the founding of a publishing house in San Francisco in the 1980s.

It's a memoir, so we learn way too much about the sex life of the author and her coworkers. I could have lived fine without that--though it demonstrates, in part, why the publishing house lasted only 14 years.

DeArmon's story, as she recognizes at the end, is one of a reckless founder who overrode the better advice of workers and family members who lived the story with her.

It's actually sad in a lot of ways, particularly the personal story.

The publishing house story demonstrates the willingness of so many to work so very hard-- many, many long hours at the expense of relationships and "real" life in a very expensive city.

It gave me insight--that I pretty much already knew--as well as awe and appreciation for the family's dedication to publishing books.

As a published writer, I say, "thank you."

As a real person, I say, "I'm so sorry."

Draw your own conclusions.

[Jean Kocienda · Rating 5 out of 5]

Anyone who thinks publishing won't break your heart must read this memoir.

Vicki DeArmon is the real deal, and she opens her heart on these pages, detailing the triumphs and the bigger debacles, the broken hearts, the losers she met, and the good guys. Small business owners will find solace in Vicki's tribulations, and anyone who loves writing or has an A-type personality in their lives will chuckle as they wipe their eyes and will keep reading even when someone in their life is calling them to dinner.

[Pamela · Rating 5 out of 5]

Back in the day in San Francisco, this woman built a publishing empire from scratch, and she did it with grit and good humor. This is a story of Vicki De Armon's entrepreneurial acumen, of unbelievable optimism in the face of every challenge, and it's a family story, too, sometimes heart-breaking. Like the best of memoirs, the author opens up and lets the reader see her whole self. You'll enjoy how her prose sings!

[Jane · Rating 3 out of 5]

I had a hard time getting into this book. Part of it may have been an unusually busy schedule on my part but I do think part of it was the book itself. I admire the time and commitment and vulnerability it takes to write a book like this and toward the end, it was picking up affection with me, but then it dropped off again. Given all the events and circumstances, it was probably very difficult to write. But for me, it was also difficult to want to read.

[Julia Tracey · Rating 5 out of 5]

A funny, smart, introspective look at small press publishing in the 80s and 90s in the San Francisco of my youth. I remember those foggy nights in the Sunset and bright lights at the Embarcadero. The early outdoor guidebooks and how bustling it was in the book world. An excellent, intimate look at one woman's life work among books and the amazing people who love them.

[Romalyn Tilghman · Rating 5 out of 5]

A well-written and captivating tale of the life of an entrepreneurial publisher and the decisions she makes. DeArmon provides a candid account of creative negotiations, love and heartbreak, and landing on one's feet. She provides cautionary tales, but more importantly inspiration, to women willing to take risks.

[Allison · Rating 5 out of 5]

This is very different from any other memoir I have read. It’s is as much a story about sibling relationships as it is about the world of publishing and the author made both aspects so interesting. It is a vulnerable memoir that will stick with me.

[Barbara Viniar · Rating 5 out of 5]

I was expecting a story about a career in publishing, but it was so much more. Her family story was incredibly powerful and kept me engaged through the surprise ending.

[Julie · Rating 4 out of 5]

A great look into the running of a small publishing company and the effect I had on family and personal lives.

[Lora Chilton · Rating 5 out of 5]

Vicki DeArmon, Sibylline Press Publisher, now takes up her pen to write Foghorn, a “nearly true” memoir about starting a publishing business with her two brothers. DeArmon deftly portrays a story of familial love, warts and all. She details the entrepreneurial exhilaration of building a publishing business, but also the terror of book returns, budget deficits and contrary writers. Entertaining and informative!!! I read an ARC.