Print and e-book sales of my Black Dog Press titles have pretty much bottomed out in the last few months. If I ran a real publishing house, I’d have been shown the door (with no golden handshake) a long time ago.
Of course, it doesn’t help that my last four books were almost doomed to fail: The Last Hunt is a novel set in the Old West and, let’s face it, cowboy yarns aren’t exactly leaping off the shelves these days; following that, I released two companion volumes of verse and prose poems…not what any sane person would consider bestseller material.
And my latest book, Exceptions & Deceptions, is a short story collection. Yes, you heard correctly: a short story collection. And, yeah, I’m aware that no one reads short fiction any more and that, as a format, it’s as dead and buried as Ramses II.
What can I tell you, I’m a throwback. I love obsolete art forms like short stories and silent movies and radio dramas and mixed tapes. I own two Super 8 movie cameras and and a five year old iMac. I collect plastic model kits and first editions of books by Philip K. Dick. I know, it’s pathetic. A man my age…
I pay little heed to current trends and fashions. One glance at the bestseller lists or what’s prominent on the “New Release” racks is enough to set my teeth on edge. Whenever people complain to me about the poor state of writing in the indie/self-published world, I invariably reply have you been inside a bookstore lately?
Folks, I don’t know about you but I’m finding it harder and harder to find good writers. This despite the fact that there have never been more books published, the internet and print on demand outfits making it easy for anyone to put out a book. And that’s the trouble. These days, everyone from your dotty aunt to her pet parakeet call themselves “authors” and never mind that they’ve never mastered grade school spelling or punctuation and think “thesaurus” was one of those old Greek guys who taught philosophy and tried to seduce his students. No vetting of manuscripts, no quality control and, as a result, no quality. The worst of the worst. And with diminished expectations, publishers scramble and claw at each other in the race to the bottom of the barrel. Fifty Shades of Grey. The gospel according to “Snooki”. Christ. Offer North American readers unlimited shelf space, a world of knowledge at their fingertips and what do they select as their reading material of choice?
I guess I shouldn’t be surprised. We’re a society obsessed by superficiality; the cult of celebrity holds sway and most of us would do anything for a few moments in the limelight, our allotted fifteen seconds of fame. We want to know what the important people are doing so we can act and dress and think like them. They are the annointed ones, lit from within by some special flame. Like Prometheus, we seek to steal their fire but not for the good of humankind, but to keep it and nurture it within ourselves. To out-shine the common people and know what it’s like to be royalty. Flashing that vapid Kate Middleton smile. Winking to your adoring fans like Brad Pitt. Besieged in your own homes. Stalked because you’re you. The universal dream.
The arts are not immune to such asinine sensibilities. Today’s aspiring writers don’t want to have to work at their craft. Spend endless hours coming up with original concepts, a fresh approach or innovation. Easier to borrow characters and plot lines, sharecrop franchises, remain on well-worn paths. Stick with the old stand-bys: porn and elves, vampires and chick lit. Serial killers and serial adulterers. The living dead and the mindlessly idiotic. All for 99 cents a download, forty thousand words and not one of them in tune.
It used to be our role models were Hemingway, Raymond Carver, Ann Beattie, Don DeLillo.
Now everyone wants to be Dan Brown, James Patterson or Nora Roberts. Not good, just rich.
How can I compete with that kind of mentality? Why should I bother going through the effort and not inconsiderable expense of conceiving, writing and releasing my books, some of them taking years to bring to fruition? Who’s going to notice my smart, sharp-toothed prose when there are hundreds of thousands of books churned out every year, all of them clamoring for attention, aggressively lobbying readers for just a few minutes of their time…
But if you’re an artist and you start down that road, it isn’t long before discouragement and contempt for your fellow human beings overwhelms you. You become sick in your soul, envious of others, dismissive and scornful; a universe of one.
No, what it comes down to in the end is the work. Keeping on keeping on. Laboring on behalf of the legacy of literature, those authors of the past and present who expand our horizons, warp and distort our perspectives, enlivening our moribund senses with the vitality and courage of their visions. You know their names, they’re the writers who set fire to your imagination, whisper words of commiseration during a difficult time, speak intimately to your heart when the rest of the world seems oblivious to your very existence.
The hacks don’t do that for you. The scribblers who aim to please and reassure and entertain, even at the expense of their integrity. They don’t care about you and they have nothing important to say. They’re in it for the wrong reasons, motivated by little more than greed and pride, surely the most venal of sins.
The authors I revere and try to emulate have a higher calling.
The best of them eschew fame and fortune, forsaking all trappings of success in favor of a singular and personal approach to their work, persisting regardless of ignominy, poverty, shame. Willing to sacrifice their bodies and minds as long as they are permitted to pursue their calling with dedication and obsessive zeal. Nothing dissuades or discourages them.
Brave as any frontline soldier, resolved to forge on to the bitter end.
No medals, no plaques—often, not even a well-tended grave.
Messengers and prophets, making “visible what, without them, might perhaps never have been seen”*.
Awaiting our discovery, keepers of the Logos, brilliant revelations yet to be told.
* Robert Bresson
Bless Judge Denise Cote and the U.S. Department of Justice for giving a colossal slough-foot to Apple.
By finding the mega-corp guilty of price-fixing their e-books, a small dent has been made in the culture of impregnability and arrogance that has surrounded the company since the halcyon days of Steve Jobs. Responding to the ruling, Apple CEO Tim Cook and official spokesman Tom Neumayr displayed the usual “see you in court” mentality one would expect from a company with the bank balance to fight judgements like this ’til the end of time. No thought of ‘fessing up or doing the right thing. Not from these guys. “Responsibility” is just another word in the dictionary, stuck somewhere between “rectum” and “robbery”.
Let me remind you: everyone else affiliated with this episode has, at least tacitly, admitted wrong-doing and made efforts to settle up. The five major publishers swept up in the case paid tens of millions for their evil, gouging ways. If there was any real justice, they’d have their right hands lopped off as befitting thieves and greedheads but never mind.
Folks, I publish books and e-books and let me tell you, straight up, if you’re paying more than four or five bucks for downloading the latest piece of shit Dan Brown novel or some other crime against literature, you’re being hosed. No kidding. The most I charge for an e-book version of one of my tomes is $3.99. And I manage to make a small profit from it. Enough to make it worth my while.
The major publishers are screwing you when you pay ten bucks for an electronic file that takes a few hundred dollars to create. That’s right, a few hundred dollars. Stop enabling these pigs and find other ways to beg, borrow or, yes, pirate the pieces of crap publishers are foisting on us these days (and over-charging for the privilege). You owe no loyalty to these people and as long as they continue their mercenary, cash-grabbing ways, feel free to boycott them…and seek your reading further afield.
Like the indie (independent) publishing world. We love our readers and fans.
And wouldn’t think of stealing from their pocketbooks or betraying their trust.
Fuck the corporations and their stooges!
I’m a far better writer than James Patterson. James Patterson is a hack and an embarrassment to the English language. A formulaic, dull, repetitious scribbler who has parlayed his insignificant talent into a personal fortune. A pox on him and all he represents.
I’m a better writer than Stephenie Meyer, Elizabeth Gilbert, Dan Brown, Jodi Picoult, Nora Roberts, Dean Koontz, Sophie Kinsella, John Grisham, Nicholas Sparks.
I’m a better writer than Suzanne Collins, E.L. James, Vince Flynn, Janet Evanovitch, Stieg Larsson, Rick Riordan and a substantial majority of the authors currently atop the Globe & Mail‘s bestseller list.
Any one of my titles surpasses in quality 90% of the books occupying the shelves of your favorite bookstore.
I write for the sheer joy of creating and make no effort to conform to the current marketplace or ride the latest trend; my freedom to write what I please allows me to produce prose that is original, inventive and literate.
My twenty-five+ years as a creative writer have provided me with an aesthetic that is demanding and uncompromising. The bar is always set high, regardless if I’m writing a full-length novel or an essay on the enduring appeal of “Gumby” cartoons.
If, by any chance, you’re bored by the fare you’re finding as you browse around for something new to read, I hope you’ll search farther afield, have a close look at an indie writer with a long roster of professional credits and a lengthy history of doing things his own way.
Unlike many of the authors I cited at the beginning of this post, I have tremendous respect for my readers and wouldn’t think of releasing sub-standard or second rate material. The notion of writing the same book over and over again and not developing as an artist repels me; the concept of writing purely for financial gain is entirely alien to my thinking.
There are plenty of free writing samples on this site, in Stories and Novels, so I hope you’ll click over, skim the opening pages of some of my offerings, see for yourself if I have anything worthwhile to say, words that speak to your heart.
Ignore the bestseller lists and take a chance on something different for a change, work that challenges preconceptions and genuinely surprises you (when was the last time that happened?). I think my tales will appeal to a wide cross-section of people. A growing number of folks out there agree (and God bless ’em). There’s definitely a buzz in the air…
C’mon, admit it: don’t you want to see what the excitement’s all about?
This question has been much on my mind for the past while. I’ve been accused of being an “elitist” and what have you because I insist that if you write for the purpose of making money, seeking fame and fortune, you are little more than a whore. I have also been pretty clear that I have no interest in pursuing some big, fat publishing contract, nor do I give a tinker’s damn whether you’ve won a Hugo, an Edgar or the fucking Nobel Prize for that matter. Baubles and trinkets. Bullion and bullshit.
Kids, I’ve been offered the chance to write franchise novels (“Star Wars” or “Star Trek”) and told the agent involved to shove it. As far as I’m concerned, you do something like that, “sharecrop” someone else’s universe, you are off the artistic roll call. (Thanks, Bill, couldn’t have said it better myself.)
I don’t go to conventions, suck up to editors, try to flog my work to them like a door-to-door vacuum cleaner salesman.
I don’t shill myself by teaching writing workshops—such ventures help spread the abhorrent lie that good writers can be stamped out like fucking cookies. I’ve written about that in more detail here (the more delicate among you may have to avert your eyes at certain points in the essay).
Okay, so that’s what I don’t want…but what is my greatest aspiration as a writer?
To be the best. To push myself to the limit and produce work that breaks new ground, written in language so finely wrought it’s like reading through a score by one of the great classical musicians. Note perfect. I want to be held up there with the finest authors in the world and not be found wanting.
I have no interest in being average. A “decent” writer. Ugh. Better to be forgotten than instantly forgettable, which pretty much sums up most of the books being released these days.
Because I have chosen to go the indie route, I have automatically rendered my writing suspect in many people’s eyes. If I’m acting as my own publisher and printer that must mean my stuff is no good, rejected by mainstream places because it fails to meet their exalted standards. Which automatically begs the question: have you been in a book store recently, seen the kind of shit the traditional publishers are spewing out like a drunk’s partially digested lunch?
I expend an incredible amount of time and effort revising and polishing my work—my novel So Dark the Night took over three years to write (not including the research that preceded it). And I’m a full time writer. Imagine that. Day in and day out for 3+ years. (Shudder) But I knew I had a wonderful book, was confident that once it was finished and released, people would love it. And I was right.
But, again, because I’m not a self-promoter, I think I’ve hurt sales of both my novels. I even resisted sending out review copies, partially because I knew that no matter how good the books were, how professionally executed and bound, there would still be the stigma of the indie/self-published label. This despite a professional writing career spanning over 25 years, many publication credits, anthology appearances, critical raves. I haven’t sent copies to some of the famous authors I’m acquainted with, seeking their praise and approbation. There’s just something within me that balks at the notion. I want my books discovered, not read because of some kind of viral ad campaign.
So Dark the Night and Of the Night are superb literary efforts. They are sprinkled with genre elements (mystery, horror/dark fantasy) but they are intended for an intelligent, discerning mainstream audience. They have enormous cross-over appeal thanks to winning characters, snappy dialogue and homages to film noir, pulp fiction, and cult cinema and TV. Fans of Paul Auster, Jonathan Carroll, Nicholas Christopher, David Mitchell, Philip K. Dick and Jorge Luis Borges will find a lot to like in both novels.
What they won’t find is the kind of incompetent, derivative, semi-literate drivel that is prevalent both in the self-published world and, as I’ve just related, on the traditional publishing scene as well. You wanna read the next Stephanie Meyer or Dan Brown or J.A. Konrath? I’m sorry, you’ve come to the wrong place. I’m a real writer, boys and girls, I seek to create ART. I want to destroy your preconceptions and offer you prose that is exciting, intoxicating and pitch perfect, right down to the placement of commas.
I want to be the best writer in the world.
There. I’ve said it.
It’s a pipe dream, of course, there’s no such thing. But for me, the bar is raised to the highest possible peg and I won’t lower my expectations for any market niche, slot on the bestseller list or dollar figure you can name. My literary heroes are men and women who slaved away tirelessly, selflessly, stubbornly, refusing to conform to the whims of agents, editors or readers. Iconoclasts and artisans, defending their work, their legacies, with the ferocity of pit bulls. Facing penury, enduring lives of desperation, anonymity, pain and hopelessness, yet never forsaking their vision or abandoning their ideals.
With role models like that, it’s impossible to even entertain the possibility of selling out.
My idols would never forgive me.
Last night we had the official launch of my new novel Of the Night at the North Battleford Library.
A heartfelt thank you to Wendy and all the hardy souls who braved the first serious cold snap this winter to celebrate the birth of my latest literary offspring. Sherron and my two sons handled the lights and tech and made sure everything went off without a hitch. Thanks, guys!
Naturally, I over-prepared, endlessly rehearsing my introductory remarks and the three excerpts I had chosen to read. Ah, well. I think it went off well and the good vibes bubbled over into the book signing afterward.
Speaking of those remarks:
I’ve decided to post them, since they’re a good, concise description of my experiences over the past two decades as an independent author and publisher. I hope these words will inspire others while, at the same time, providing insights re: some of the difficulties and frustrations I’ve endured for choosing the less-travelled path (my essay “Solace of Fortitude” covers similar territory, albeit at greater length).
To all the indie authors out there, struggling to make themselves heard: write on!
* * * * * * * *
What do you do when you’ve written a good book and no one wants to publish it?
Twenty years ago, when faced with that dilemma, I made the somewhat irrational decision to go ahead and print it myself. I knew nothing about what went into producing a physical book but, to my mind, that was beside the point. Getting that book, that gruesome little book, into the hands of readers was paramount.
Because the alternative—giving up, throwing in the towel—means that a good book never even has a chance at finding a readership. It languishes in a box somewhere, years and perhaps even decades pass and it doesn’t see the light of day. It might be a lost classic…or a piece of garbage. We’ll never know. Book-lovers aren’t accorded the opportunity to render their verdict.
And let’s take a look at the recent track record of the folks who decide what gets published and what doesn’t. Hardly encouraging, to say the least. Sales figures are dropping precipitously, bookstores and chains all over the U.S. and Canada are closing or seeking bankruptcy protection; independent bookstores have almost entirely disappeared. Venerable publishing divisions have been lopped off or dramatically downsized, layoffs announced, the demise of the book predicted, onset of a post-literate culture looming—
Doesn’t sound like publishers and retailers have succeeded at capturing the contemporary zeitgeist, does it? Why have so many people, apparently, stopped reading or scaled back to the point where a substantial number of respondents in one poll indicated they hadn’t read a single work of fiction in the past year?
Could it be that the industry is printing and selling books that nobody wants to read? Perhaps in their efforts to meet the lowest common denominator, rehashing the same types of books over and over again, scraping the creosote off the bottom of the barrel, traditional publishers have alienated serious readers; worse yet, bored them with formulas, derivative prose, copycat covers and cookie cutter authors.
Publishing today has been debased by celebrity and dumbed down to attract people who normally wouldn’t tackle anything more demanding than the back of a cereal box. This mentality is abetted by greedhead agents looking to nab their 15% of the pie and corporate editors who know full well the suits upstairs want big numbers, bestsellers…and if they don’t deliver, they’ll lose that rent-controlled apartment, all those sweet perqs and per diems that make their lousy lives bearable. Shit, let’s face it, the markets take one more big dip, the guys in the boardroom start getting nervous and anyone could end up in the street. There are more than a few ex-CEOs and executive vice-presidents living behind 7-11’s, begging spare change so they can get their Blackberrys out of hock.
So let me ask you something: why should I, as an author, defer to anyone affiliated with an industry that publishes godawful tripe by the likes of Dan Brown, Stephenie Meyer, Sophie Kinsella and…well, feel free to fill in the blanks with your most detested hack of choice. Those inept scribblers aren’t better writers than I am: their prose has all the symmetry and grace of someone slipping on a wet floor with an arm-load of pots and pans. Understand, I don’t resent their big money contracts, but I sure as hell detest them for taking up valuable shelf space and making mince-meat out of the printed word.
I love good writing and revere authors who trust and respect their audience enough to break away from convention, fearlessly leading readers into strange, unknown terrain. But it’s getting harder and harder to find work that seems fresh and exciting. You have to look farther afield, to some of the small and micro-presses out there…because traditional publishing is a wasteland of zombies, vampires, tepid romance and poor-me memoirs. It’s enough to make a book-lover weep.
But there are alternatives. Those small presses I alluded to…and a growing number of independent authors who, taking a cue from their musical counterparts, have gone their own way, demanding total autonomy over their career and creations. Seizing control of the means of production, refusing to be exploited and humiliated by a system as ancient, obsolete and calcified as a dinosaur turd.
Independent authors…like me. Back in 1990 I knew I had a good book, a cool collection of short stories that counted among its fans none other than the great Timothy Findley. How could it fail? But that volume, titled Sex & Other Acts of the Imagination, was turned down by literally every press and publisher you can name. So I released it myself. We sold out the entire print run in 4 1/2 months…and I was hooked. I loved the sense of empowerment the process of self-publishing gave me, loved how every decision–from the selection of cover art to the choice of interior font–was left completely up to me.
This year, 2010, our imprint Black Dog Press is two decades old and it’s my 25th anniversary as a professional writer. Usually I’m not one who displays much interest in birthdays or anniversaries but I felt compelled, on this occasion, to do something I hadn’t done before, which is release two books in one year—just to prove my oddball micro-press is still alive, still kicking.
I think the books in question, So Dark the Night and Of the Night, are representative of the best of what independent presses are capable of producing. Thrilling, literate, original fiction; books for readers who still treasure a well-told story.
And aren’t they beautiful? For that, credit belongs to our long-suffering cover designer, Chris Kent, working his magic with lovely artwork created by Ado Ceric and Adrian Donoghue. I also want to say special thanks to Sherron, for the invaluable role she has played in the conception, creation and release of literally every single thing I’ve written for the past quarter century.
So…what do you do when you’ve written a good book and no one wants to publish it?
D.I.Y. Do it yourself. Use new technologies like print-on-demand and e-books and blogging to get your work out there. Let your readership decide if your prose is worthy…or not. Write as well as you can and edit your work carefully; do a better, more conscientious job than your traditionally published, over-paid counterparts. Help defeat the impression that the indie movement is nothing more than a haven for amateurs and never-will-bes. Most of all, don’t let anyone deny you a voice, your rightful place at the campfire. Your story is important. It’s part of a long tradition, a Great Narrative as timeless and enduring as the very fabric of Creation.
“In the beginning was the Word…”
And don’t you ever forget it.
I’ve been accused of lacking a certain amount of, well, esprit de corps when it comes to the plight of my colleagues in publishing. These are not the best of times for people in the biz: staffs are being cut, longtime employees dismissed, whole divisions lopped off in response to plunging book sales and evaporating profit margins.
But rather than commiserating with the editors and book folk who have been handed their walking papers, my reactions have been cold-blooded, remorseless and decidedly ungenerous. Why?
Try to see it from my point of view: these people have failed. They have failed to excite the reading public, they have failed to choose and promote books that appeal to the tastes of their purported readership. Their gross ineptitude has led to their bosses absorbing big financial losses and, quite understandably, looking to clean house. Honestly, why should we care if they’re called to account for their incompetence, summoned into an office and given ten minutes to collect their name plates and personalized coffee mugs and get the hell out of Dodge?
Is jetissoning them any great loss? Are they irreplaceable? Tireless advocates of excellence in literature and the power and glory of the printed word? Not in my experience.
Don’t forget, I’ve dealt with publishing types for nearly twenty-five years and I have all too frequently found myself on the receiving end of their stupidity and outright dishonesty. When I think of editors and those who serve with them as cogs in the corporate publishing mega-monster, I’m not exactly overwhelmed by warm, fuzzy feelings.
Occasionally, as I read the latest casualty rolls in some industry mouthpiece like MediaBistro’s “Galleycat” site, certain names make me perk up. ____________ and _____________ (names removed for legal reasons) were both editors at major New York publishing houses who were given the boot within a few months of each other.
The two editors treated me abominably, hanging onto my manuscripts for ungodly periods of time, refusing to respond to my communications. In desperation, I finally called one and at first the editor in question seemed genuinely contrite. “Oh, God, yes, I remember liking that one. I’ll get to you next week”. But a week passed and then a month…and when I called a second time, I was given a rude brush-off.
“I’ll get to it when I get to it, all right?”
Never heard from her again.
I’ve detailed my many odd and surreal experiences in the world of publishing in my essay “Solace of Fortitude”. Not a word of it is manufactured or exaggerated, I assure you. I only wish that were the case. (Warning: This essay not to be read on a full stomach.)
The truth is that in my quarter century as a professional author I can count the number of intelligent and thoughtful editors I’ve encountered on the fingers of one hand (sans thumb). Ditto for agents.
So why in the name of eternal, infinite God should I give a tinker’s damn if, as a species, editors cease to exist? Should I wear a black armband because the same people who have mistreated me, lied to me and denigrated my work are dangling from every lamp post in lower Manhattan? Fat chance.
To me, all this downsizing is a golden opportunity to pare away some of the dead wood that the industry has been carrying far too long. Editors and execs who have grown old, fat, stale and comfortable in their corner offices, as secure as tenured professors (and just as paranoid and senile). Insular, self-serving, fickle. Highly resistant to change. Time for some new blood, I say, new ideas and approaches.
Traditional publishing seems to be dead, so to me the obvious question that arises is: WHAT NEXT?
Clearly the corporate approach ain’t the answer. Publishing by committee, collating and analyzing spreadsheets, projected sales figures, flow charts and pie graphs. Slitting open a sheep for good measure and rooting about in its entrails for any insights that might be gleaned there. Always on the look-out for the next blockbuster, something sort of different but mainly the same. But while the big ticket scribblers like Rowling and Dan Brown may plump up the sales numbers for a few quarters, what are editors/publishers doing to grow and sustain a stable, longterm readership? Maintaining a lifetime consumer base that’s literate (something less and less important in these days of text messaging, emoticons and three line e-mails) and devoted to the printed word, unwilling to see books relegated to the status of artifacts and curios.
The way ahead lies with smaller, tightly run publishing concerns, staffed by informed, dedicated, reader-savvy men and women. Independent in spirit, offering a more diverse, iconoclastic selection of titles thanks to the wonders of print-on-demand (POD) publishing and e-book hard/software. Works which are then promoted through podcasts, blog reviews and on-line interviews, “virtual” book tours. Live “web chats”; YouTube readings and short films.
Computer technology also enables readers to connect directly with their favorite authors through personal sites, Facebook, etc., as well as allowing them to join forums devoted to writers or genres of interest. Forming a vast, far-reaching community of book-lovers and devotees, unimpeded by geographic boundaries and undeterred by small details like race, politics, gender.
The end of corporate publishing is nigh. The signs are all there. The multi-nationals are fed up with the red ink their book divisions keep hemorrhaging. First they went at the fat with scalpels, now they’re using machetes. Desperate tactics enacted by desperate people…and I suspect it won’t make one bit of difference. The die has been cast and nothing the suits do will have the slightest effect on the massive changes technology is bringing about and a paradigm shift that is part cultural, part economic and wholly beyond the control of Wall Street, Fleet Street…or anywhere else.
These are actually great times to be a writer, or, really, anyone who works and creates in the arts. Never before have we, as artists, had access to (potentially) such a vast audience, drawn from every corner of the world. And the good news is that we can acquire this access for a relatively modest investment. No longer do writers (for example) need to kowtow to the traditional gate-keepers of publishing, the editors and agents who are largely to blame for the present moribund state of the industry. Those self-appointed arbiters of taste have been rendered superfluous, shown to be incapable of identifying or developing authors gifted with originality, power and grace—the very qualities that get people excited about reading again.
It’s my personal belief that a good deal more publishing poobahs need to have their tickets punched before authors and the general reading public have any hope of being better-served. And if the end result of these lay-offs and staff reductions is better books, a wider selection and variety of formats for readers to choose from, more authors having their voices heard, I say:
HASTA LA VISTA, YOU WHITE COLLAR, SELF-REGARDING, MARTINI-GUZZLING, TOFU-EATING, FAKE-MEMOIR-SOPHIE KINSELLA-PIMPING IDJITS! AND GOOD RIDDANCE, TOO…
My wife Sherron has thrown down the gauntlet.
The other night she told me: “Listen, you’ve had your fun insulting editors and publishers, belittling their intelligence, always going after them. Now, how about something constructive? You’ve got ideas on how to improve things and make the system run better so let’s hear them, wise guy.”
Right. Here goes.
First of all, it must be acknowledged that, by any standards, the corporate book publishing model has been a complete failure. Publishers are losing money, cutting staff, consolidating…and book sales have taken a big dip (according to one stat I saw on Mediabistro, down a whopping 13% in November, 2008 from the previous year).
And this notion that there are editors out there with the wisdom and far-sightedness of Solomon, who are somehow able to identify and manufacture the next monster bestseller is a complete fallacy. Moronic, in fact. Has no basis in reality whatsoever. Look at what happened to Andrew Davidson (author of Gargoyle; Random House); guy gets a hefty advance, the book is promoted up the yin-yang…and it barely makes a ripple. Certainly no threat to becoming the next Da Vinci Code, right?
You can’t pie chart a bestseller, you can’t graph which book is going to break through big time–and which ones are going to flounder and sink like the Lusitania. Please recall that the enormous, worldwide success of J.K. Rowling resulted, largely, from strong word of mouth, parents passing along copies and recommendations of The Philosopher’s Stone until a genuine groundswell was created.
You can’t consistently create a bestseller but what you can do is use the new technologies out there so that, as a publisher, all your eggs aren’t crammed into one basket. Changing the metaphor, why settle for the equivalent of a single shot, old style flintlock, when POD offers you the opportunity to wield a state of the art shotgun?
Print-on-demand (POD) gives you that capability. Unlike the old, offset press method of publishing, POD is flexible, far less time-consuming and energy intensive and cheap to boot. You can print as many copies of a particular title as you want, from 1…to ten million.
Instead of throwing big dough at a title/author that is, by no means, a sure thing, why not spread that loot around a little? Rather than sign up five authors at a million plus each, why not give 100 writers a chance, paying them smaller upfront fees but rewarding them with a higher royalty rate. That payment regimen has worked with small and indie presses for years–and, believe me, you’ll be astonished at how little an author will accept in their desperation to get a book in print. It’s depressing, really. Pathetic.
Ah…sorry. Wandered off topic. Where was I?
Okay, now you’ve got 100 different authors with a hundred different books, 95 more opportunities to find the next Steve King than you had under your stupid corporate model. And you don’t give your 100 hopefuls ridiculous print runs, you start modestly. That way you won’t be stuck with massive returns, which then have to be remaindered, warehoused and pulped, more money down the drain.
You can print as few as 500 or 1,000 copies per author and then emulate what the movie companies do when they offer films as limited releases, to gauge audience reactions and get some idea as to a project’s potential appeal.
Thinking along the same lines, publishers could send out review copies to newspapers, magazines and bloggers and, simultaneously, “test market” books in selected stores (or by offering them as downloads through e-Readers like Kindle et all). Let the readers and the book-lovers determine which authors have wider appeal and then do another, larger printing to meet the demand (the author happily cashing in at the higher royalty rate).
Some might opine that under a royalty-based system the publisher would be tempted to cheat, since they’re the ones controlling the books. I would argue that Bookscan and related technologies, as well as computerized inventories and the publishers’ selfish desire for authors to score a hit and sell a gazillion books makes the possibility of fraud quite remote.
What I like about this system is that it allows a wider array of authors to develop a following, while not feeling the pressure of a big money contract hanging over them. The risks are shared between the writer and the publisher…and as far as I can tell the whole thing seems like a win-win scenario.
Corporate publishers have been slow out of the blocks when it comes to new technologies, especially POD. Instead of utilizing POD as I have suggested, some in the industry have chosen a more short-sighted and morally questionable approach. In my view, they’re misusing POD by going after relatively small peanuts, offering print-on-demand services to aspiring and amateur scribblers who have yet to make the grade, encouraging them to sign up and print their own books. Oh, and, let us not forget, that means said scribblers have to sell and distribute their own books. The big boys deigning to offer no other assistance, content to serve as a glorified copy shop for dingbats desperate for a for-real-and-true book to wave in front of their friends (“See? See? Told ya I was a writer!”).
But I have my doubts these tactics will work. Writers, as a rule, tend not be be made of money so you can only milk that teat so long. Besides, iUniverse and Lulu have been around a lot longer and have seized a sizable slice of the market share. But it’s an enticing proposition, turning the old regime on its ear: writers paying publishers, rather than vice versa. Zowie! And if there are enough stupid, starry-eyed authors out there, who knows? Those rotten bastards could stand to rake in a nice stipend.
But those same publishers could make a helluva lot more if they abandoned their home run/big book mentality and settled for hitting singles and doubles for awhile…especially in these precipitous economic times.
I’m not saying my business strategy is completely original or perfect and if you have any thoughts on its weaknesses, how it could be improved, drop a line or two in the “Comments” box below.
Let’s see if we can put our heads together as bibliophiles and devotees of the printed word and save publishing from the worst aspects of itself.
If it means a wider, more diverse cross-section of authors make it into print, having more books out there, more choices for readers, our efforts will be worth it.
Hey, you suits in New York and Toronto! Are you listening?
What do you say?