JE: Yeah, I plan on reading Freedom, and no, I probably won’t read Jodi Picoult‘s next book, but you know what? She’s totally right about the industry ghettoizing a lot of female fiction.

Exhibit A: Tatjana Soli’s The Lotus Eaters. JC, I think you specifically mentioned in your coverage how bad the cover was. Soli writes a gritty, dark, thought-provoking, badass Viet Nam novel that is “literary” by any standard, and St. Martin’s puts some hot chick in a red blouse at the beach on the cover. What the hell? The galley I received had the menacing silhouette of a helicopter on it—what was it the Vietnamese called those copters, whispering death? What happened to that plan? How did we go from whispering death to some MILF on the beach? Who’s the marketing stooge that convinced everybody this change was a good idea? The prevailing wisdom seems to be that women (80% of everybody’s readership) don’t like gritty, they don’t like dark, they can’t handle thought-provoking. Well, who the hell is buying Freedom, or The Thousand Autums of Jacob de Zoet, and why don’t they have covers that look like spa brochures?

Exhibit B: Maria Semple’s dark, hilarious, acerbic debut, This One is Mine. Is that a pink bon-bon on the cover? Really? Is that a fucking joke? I read that book twice–where did they get a pink bon-bon? Seriously, marketing people, what’s with the double standard? I know a TON of writers, and almost every female author I know has got a crappy cover design– either it’s wispy, or floral, or it looks like a tampax ad, or there’s a MILF in a red blouse on the beach. Really, how far have we come since the Bronte Sisters?

DH: Yeah, book marketing is primitive. They don’t know their audience and, guess what, they don’t WANT to know their audience. The big houses all want to appeal to the same crowd, the great unwashed masses, no matter what the book is, because that group is BIG. And they want that group to actually exist because that group is easy.

But people aren’t that simple. Novelists know that. Once you really pay attention to readers you realize that they break down into all sorts of diverse types. Indie bookstores already know this.

But I’m in a fighting mood so I have to fight even JE’s assertion that he’s a white guy. Out in the material world, that JR loves to depict in his fiction, yes, that’s true. But in the imaginative soul of the book reader, you can be anybody you want. And that’s one objective of reading: become who you aren’t.

But you have to have the skills to do that. You have to know something about how plots are paced and character presented. You have to own some of the skills of a writer, even as a general reader. The best way to learn to read is to learn to write.

When you work with book clubs, or blogs, you realize that you can encourage my favorite mythical animal, the “general reader” to leave their comfort zones and explore.

But for all my talk about telling JE to read like he’s not a white guy, or not even a guy, I have to admit that we are all in our personal orbits either as writers or readers. I won’t read Freedom. I know Franzen is a distinguished artist but I don’t feel inspired to read him. I would read him like it was my duty to literature and I can’t read like that. Another reason not to read a book? Because the writer is on the cover of Time magazine. Read what you like.

Some advice that I haven’t been asked to give to marketers: Treat the “general reader” like they are a special market. There is a whole field in marketing on selling to the affluent, on appealing to what that market is looking for.Well, the general reader is affluent too. But it’s their minds that are affluent, maybe not their pocketbooks. But that’s a more interesting kind of affluence.

JR: The argument JE presents is old news. The lowest common denominator is being marketed to, simple as that. What appeals to the masses? 5 million copies of Lost Symbol went on sale in one day, how do you get into the mainstream? You print 5 million, and you buy the market, like The Passage. Doesn’t matter if the book is good or not, it’s everywhere. Girls? AM Homes, Dana Spiotta, Deborah Willis, Zadie Smith, all enjoyed kick ass covers for their books, look at White TeethMusic for TorchingEat the Document, fuck, those are great covers, and great books, probably some of my favorite ever, (except I think On Beauty is a masterpiece, and it has a gilded flowered look on the cover, but that speaks to the underlying theme of the book). Emily St. John Mandel, both books were great, and had good, not great covers, but she’s at Unbridled, so…Atmospheric Disturbances has a great literary cover, and all of the books I’ve just mentioned, have sold well, in the crowd their meant to sell in, what Philip Roth calls “the literary 85k”, that’s who publishers market to when they sell a literary novel. The rest, the books that are supposed to be movers and shakers and get reviewed in People magazine, well, they’re going to get the Tampax look. Soft, and easy to slide between your legs while you sip that $9 latte.

I don’t give a flying fuck about the mainstream, it’s meaningless. Literary novels is where I sleep, and those books are essentially “mine”, and I own the bragging rights, because in general, they don’t get reviewed. The Imperfectionists and Mr. Peanut, they’re from two great writers, and had weird covers, but shit, Rachman’s book is about the death a newspaper, why wouldn’t it sell? Oh, right, I know it sold, like fucking hot cakes. No one knew about that book, I mean no one, before it went on sale. Franzen has written two great books in my estimation, the sister part in The Corrections is one of the finest pieces of fiction I’ve ever read. Period. Freedom is about people who suck. If you want to escape, read Jodi Piccoult, she trucks in the masses, she tells stories about sick kids and people with cancer, over coming odds greater than themselves. Rachman talked about the death of a historically vital venue for passing on information and the funny people who made it. Who can identify to that? I didn’t feel sorry for them. I felt like I was there with them in Rome, I don’t sign on to Jodi Piccoult’s books because I’m not looking to get on the fucking sympathy truck and watch someone prevail over the tough shit that life doles out. Boo fucking hoo…tissues are in aisle six, next to the diapers and tampons, just down the aisle from the dump of Jodi Piccoult’s latest mashed potato sandwich.

JC: JE, I was stuck on The Lotus Eaters for a couple weeks before I finally cracked it, and then only because I had said I would. I mean, the book arrives in the mail directly from Tatjana Soli, who is very nice and a brilliant writer, btw, and I think Christ what have I gotten myself into. Back when I was a buyer, if a rep had put that cover in front of me, I would have said things that would have made them blush. So uncreative – like a leftover cover from Polynesian Vacation – … and ultimately, such a betrayal of the book that it represents. I would have liked your galley Jonathan, because the book is a hell of a lot closer to Hemingway (note her WWFIL from this summer) and Tim O’Brien, than towhatever book cover they “modeled” to get this one. It’s a war novel, and a good one. I must have missed the beefcake on the cover of Matterhorn.

That’s the thing about covers. Cliches aside, everyone is affected by a good bookcover. I’ll wager everyone reading this could list at least a handful of books they purchased exclusively for the cover, not knowing a thing about it. I’ll bet even marketers do that! So why would you publish a book that you are supposedly proud of, that is a unique product, that you want to find its audience and give it a cover that already dots the shelves, or that doesn’t reflect that story’s unique proposition. If you think it’s just like a thousand other books out there already, then why bother? You can probably be as inspired designing and marketing cereal boxes or baked beans.

Women authors, a lot of them anyway, do get pigeonholed. The success of chick lit has ghettoized them into genre books. Pretty soon they’ll have their own section in the stores, like mysteries, sci fi, etc. The question is, do you want your books there or fiction? What if the books in chick lit sell better? Does that change the equation?

The thing is – it won’t break my heart if the NYT doesn’t review and front cover Franzen and Chabon’s every book – and I like those guys. I’m perfectly happy to have those books replaced by novels by women. There are lots of books worthy of marketing and publicity. I’d be pissed if they were replaced by Jodi Picoult.

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3G1B is the collaboration of four friends and colleagues in the book business. Together, they review books and stories, interview authors, and maintain an ongoing conversation about publishing, bookselling, writing, pr, and nearly anything else.

JONATHAN EVISON is the author of All About Lulu and West of Here and TNB's Executive Editor. He likes rabbits. He also likes being the ambiguous fourth guy in the “Three Guys” triumvirate. He is the founder of the secret society, The Fiction Files (if he told, he’d have to kill you). He has a website, but it’s old. Just google him.

DENNIS HARITOU has bought books for Barnes and Noble for seven years, for warehouse clubs for five, and has led a book club. He is currently Director of Merchandise at Bookazine.

JASON CHAMBERS has been in the book business for over fifteen years, including tenures as General Manager/Buyer at Book Peddlers in Athens, GA, and seven years as a Buyer and Merchandise Manager at Bookazine. He now works as an bookstore consultant and occasional web designer.

JASON RICE has worked in the book business for ten years at Random House in sales and marketing and Barnes & Noble as a community relations manager. Currently he is an Assistant Sales Manager and Buyer at Bookazine. His fiction has appeared in several literary magazines online and in print. He was once the pseudonymous book reviewer Frank Bascombe for Ain’t It Cool News. He’s taught photography to American students in the South of France, worked as a bicycle messenger in New York City, and for a long time worked very hard in the film & television business in NYC. Production experience includes the television shows Pete & Pete, Can We Shop ( Joan Rivers' old shopping show), and the films The Pallbearer, Flirting With Disaster, and countless commercials---even a Christina Applegate movie that went straight to video.

4 responses to “Someday I’m Gonna Be A Dead White Guy”

  1. Thanks for this dialogue, guys. My buddy Joe Meno was furious when HarperCollins basically made his second novel look like something nice middle aged book club ladies would want to read, alienating a male readership, and he’s not even a chick. I think in general there is a real problem in marketing departments wherein every single literary book is being marketed at pretty much the same demographic now. Meanwhile, if there is ANY conceivable way marketing departments can make a book pass as chick lit or popular women’s fiction, they will do so in a heartbeat, even if it means trivializing an extremely literary book, because those categories sell better, and it’s all about the buck.

    I’m about to read Freedom. But why? I’m not sure. I seem to feel guilty in equal measures if I read it vs. if I don’t. I guess I want to have an opinion, even though it irks me that we all have to have an opinion about the same ONE thing, and this passes for cultural discourse.

  2. OK, Gina, but you have to read Jodi Picoult’s newest one too, or she’ll have your ass.

  3. […] Jr.  He’s talked to Warren Etheredge.  He’s talked to publishers (who may or may not listen) and the other guys at 3G1B.  He’s even talked to […]

  4. This… is a different problem than I expected, but now it seems completely obvious. Thanks for the info. You’ve got me wondering why an author like myself who already walks the line between spiritual literary fiction and Neil Gaiman-style fantasy would want to get a traditional publishing contract if the only reason I was doing it was for the shrinking marketing benefits, and marketers might not be doing me a service after all. My books are the last on earth that should have MILF bonbon covers. Maybe I should get a few kick-ass covers under my belt doing this myself before I take the leap there. My first novel cover was very successfully designed outside the system. Yikes. I knew I should have written under a male pseudonym.

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