"Never Don't Pay Attention:"  
The Life of Rodeo Photographer Louise L. Serpa

2016 New Mexico/Arizona Book Award Winner
Best Arizona Book
Best Arizona Biography

Published: 2015
Publisher: TwoDot, an imprint of Rowman & Littlefield
ISBN: 9781442247277

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Anyone who has ever stared down an angry bull coming full throttle across an arena, aimed right at your gut, will understand why Louise Serpa adamantly and often uttered the adage that became her motto. “Never Don’t Pay Attention:” The Story of Rodeo Photographer Louise L. Serpa chronicles the amazing account of a New York society woman who ended up out west with her nose buried in the dirt and her eye glued to a camera, loving every minute of becoming the first woman endorsed by the Rodeo Cowboys Association to venture inside the arena and shoot some of the most exciting and incredible photographs of rodeo action.

“I just bought two copies of “Never Don’t Pay Attention.” I worked for Louise as a darkroom tech for about a year while I attended the U of A. My youngest daughter was inspired by her to become a professional photographer, now famous in her own right. Our family spent a lot of days swimming in her beautiful pool. One of your books went to her as a gift. Thank you for bringing the life of this remarkable woman to print!”
— Bruce Brown

"I haven't read a more enjoyable book in years. It is so well researched and so well written that I just couldn't put it down. Louise was certainly one of a kind and Jan painted a wonderful portrait of her extraordinary life."- Guy Baty