September 20, 2010
Dear Corporate Publisher,
Since last year was the worst year in publishing history—that is, the worst year since the year before—I’ve got a few questions for you (along with some unsolicited advice):
Are you publishing all of your authors, or are you just printing most of them? Because if you’re just printing most of them, why bother? Why not re-allocate all those printing and shipping costs into marketing the books you’re actually publishing? Just a thought.
Does the reading public really need a million titles per year? Wouldn’t it be a little easier to sort out the growing demand for a hundred thousand? Don’t get me wrong, I like eclectic, I like many voices, but it seems to me a hundred thousand is a lot of voices. You only published fifty thousand in 1990, and as I recall, the industry was in better shape.
Instead of acquiring books at the budget deadline (books which you have no real intention of marketing beyond a little co-op for 90 days to fill table space at the chains—where your titles are gathering dust in a warehouse, as the demand stacks up at independents), why not re-structure?
Why not give all your titles the benefit of marketing support, publicity budgets, tour budgets? Do you think they might sell more than a thousand copies? Do you think you might have less returns?
Why not make your sales reps lives easier by cutting your catalog in half? Maybe that would allow your reps to push your backlist—after all, you’ve already printed the books, already paid the advances? Hey, and that’s another way to fill those invaluable brick-and-mortar stores without publishing a million titles per year. Maybe if you marketed your books, instead of letting them sit heavy in the chains, you wouldn’t have to pay all that postage on all those returns? Just a thought.
Why not teach your publicists to take bloggers seriously? Have you noticed that newspapers are dying out? Have you noticed that a lot of book blogs are generating serious traffic in the maven market—the one market most helpful in creating advance buzz? Oh wait, and it doesn’t cost you anything! The bloggers come to you, offering to promote your books (because they already know about them because their ear is more to the ground than your publicist), and yet, often as not, you don’t even reply to their e-mails, or interview requests. Maybe you should be aggressively profiling these people and offering them swag? Maybe you should be pitching them. Just a thought.
Why not hire better graphic designers? Most cover designs suck. I’m sorry, but if I have to look at the sweaty withers of another horse running into the sunset, another vintage lampshade, another goddamn dog, I’m gonna’ shoot myself!
Why not boldly target new audiences, instead of mourning the loss of the ones you’ve already alienated? The reason I ask is this: I wrote a book, it sold modestly well due to the forces of luck and a lot of sweat, but I must’ve heard a thousand times: I gave your book to my niece so-and-so, and she loved it—and she /never/ reads. I’m serious, I hear it all the time.
Maybe we could make books cool again. There’s a lot of cool books being written, but nobody’s making them cool (see sweaty horse withers, and publicist with no faith in blogs).
Maybe “Reality Hunger” is more like a “Big Mac Attack.” Maybe you shouldn’t publish books that feed this hunger. Maybe you should just stick to your guns and believe in the tried-and-true novel—put your best foot forward, so to speak, and quit pandering.
Maybe you should start dictating markets again.
I know, I know, you’ve got answers for all these questions, corporate publisher. You’ve got your best practices, you’ve got your market research, but you haven’t got any balls.