You know it has occurred to me amidst all the websites and blogs in this big bully-pulpit of a publishing industry that there is a certain amount of buck-passing going on in the profession. And lest this come off as “bitter”, I just want you to know I’m not. In fact, it doesn’t matter to me personally that I am self-published with no alternative in the immediate future because I’ve long resolved my issues with being professionally published. Sure it would be great to be published by a “royalty publisher” as they are called, but finally it no longer has the value it once possessed for me. I know, I know! For some of you it is vital to your goals of making a living writing novels or even eventually perhaps a memoir. For some of you it remains the only possible way you can visualize your novels reaching out and touching a large audience, and for many of you it is your dream. As well it should be.
Here is where I think the publishing industry has passed the buck. We all know we authors are an eclectic lot. From the shy, reclusive, and quirky to the gregarious, rambunctious, and outspoken types, we come in all flavors, colors, and temperaments. We write from romance to horror and everything in between. We look sedate to flamboyant, and we talk with three-syllable vocabularies to hiphop vernacular. We are writers. And by the very nature of what we are called, that is what we do best. So, if the publishing industry wanted to use us to their best advantage, they would select what tiny part of marketing we do best and design a strategy to fit the individual author. How many of you potentially published authors would forego an advance if that money would be directly applied to marketing your book or hiring a publicist to do it for you? I certainly would.
While publishers hire teams of marketing strategists or departments for marketing books, they require an author to design or suggest his own marketing schemes, emphasizing the need for said author to expect to pull his weight in this venue (code for spend his own money on marketing ventures). The question I continue to repeat (yes, insatiably) is why? Why when they have supposed pros in place to do just that—pros that sit on the pub boards and play a part in the selection process of who gets published—why aren’t they sufficient to get the job done? And done with “excellence” like the writing is supposed to be to have gotten this far in the first place?
Passing the buck in this additional form is perhaps the most annoying to me: ridiculous platitudes. Why can’t they just stop saying that only “excellent” writing will be published? This mantra is as nauseating as they come. By demanding “excellence” from those who submit manuscripts, they are ignoring the mediocre publications they have all produced and have placed the onus for their decisions on the writers who have yet to be published, insisting that only the best are selected. Honestly, we have all read novels that make that statement of “excellence” laughable. How ‘bout “fresh voice”, “unique”, “compelling”? I’m a firm believer in the outstanding power of “voice”. As you read in my review of Perfect by Harry Kraus, M.D., his voice has always appealed to me—it’s his own and no one else’s is quite like it. Much like Peretti, Liparulo, and a novel I’m reading right now which I can’t wait to review for you! Outstanding. Does everyone like these authors? No, not everyone. It’s all subjective, isn’t it? How much marketing do you think Dr. Kraus can do from east Africa? Frank Peretti has suffered from some hearing issues in the past which made it nearly impossible for him to do much of anything for some time, and, let’s face it, Peretti is good when there’s any kind of creative expression involved such as videos or dramas (and writing, of course), but he’s not a great marketer. Robert Liparulo is active, busy, and contributes with appearances and contests, but he’s not fond of marketing—he’d much rather be writing. And as readers/fans, wouldn’t we much rather these guys be writing, too?
Okay, we all know what the pros are talking about when they verbalize these things (fresh voice, etc.), but we also know there is nothing new under the sun, and to pretend there is with the same old phrases repeated ad nauseam by not only agents, editors, and publishing bigwigs but by authors themselves is . . . well . . . annoying at best. Each publisher knows what they’re looking for at any given time, i.e. no to fantasy, yes to historical romance, no to contemporary romance, yes to cozy mystery, etc. Each editor/agent has his/her own taste in literature. To imply that subjectivity doesn’t play a major part in shelling out the big dollars is like saying there are no risks in publishing. It’s all a risk. Writing is a risk.
The buck stops at the publisher’s door. Whatever they decide to publish, by so doing they are proclaiming this novel passed all of their tests, and the author has successfully squeezed through or jumped over all the hoops and obstacles. Think about this for a minute. Go in a bookstore. Any bookstore. Then go in the local Christian bookstore—one that stocks a fair amount of fiction. Only my previously described (in the post “Types of Readers”) “voracious” types of readers will recognize the new arrivals on the shelves of book after book. The featured books on the end-caps will draw the average reader’s attention, but many a reader will be stymied looking for a new novel, a new author, “something different”, without a recommendation from someone they “trust”. How is your new book going to get their attention?
Well, nowadays, that’s become up to you. You are a designated marketer as much as you are an author. So you better be one outstanding writer because if your marketing suggestions are lame, the chances of your ability to convince a publisher to produce your book are lessening all the time. If your book doesn’t sell in sharp fashion, it’s your fault—whether it is or not. Doesn’t that strike you as odd? Everybody at the publishing house signed on to your book. They loved it. They gave you a contract and encouragement and some meager marketing help. Then the sales don’t happen as quickly as necessary to give that encouragement some weight and you some hope. Tension and worry replace euphoria and glee. Uh-oh. You loved the cover, you’re marketing the best you know how. Why isn’t the book selling well?
It’s probably because people haven’t found it yet. There are so many books out there to read. Yes, you’ve alerted everyone you’ve ever marginally communicated with on the internet, at the grocery store, even including your third cousins twice removed. You’ve done a local book signing, appeared at the library, sent out over 100 custom bookmarks, e-newsletters, and blogged your socks off displaying pictures of your novel, getting a few interviews on others’ blogs, done the blog tours, even gotten a few great reviews and some wonderful comments from those who’ve read this novel. But it’s not selling. The buck has stopped. Or at least it isn’t flowing into the coffers with your inscription on them. Interesting business, huh?
For a change it would be nice to hear a few integrity-laden confessions from every level of the publishing industry. Such as: “We don’t have the staff to effectively market your book—we try, but sometimes we just miss the mark.” “We can’t describe exactly what we like, but we know it when we see it. We like the less conspicuous presence of the gospel but embrace godly principles.” “We favor glib or humorous writers, and we like intense thrillers.” “We actually produce a lot of mediocre books that sell big time. Our audience ranges from very average book readers to the elite literary readers.” “We know it’s not fair to make those who submit manuscripts wait endlessly for our replies, but we’re swamped with submissions and can’t afford to hire the people we need to effectively and constructively deal with them.”
The average person who holds down a job is often asked to exceed their job descriptions for the same wage. Things escalate in a business and more is required. There are definitely those who refuse to give anything extra without compensation of some kind, but a lot of us who had depression era survivors as parents learned how to work hard and will do so without complaint or extra money unless there is a tyrant who is using us and needs to be set straight. If the publishing industry is under-staffed for the volume of the business needs to be performed with excellence and consideration, why is that? Taking into consideration that a lot of time consuming reading is involved, that there are stacks and stacks of submissions to trim down into just a few publishable titles, what will it take to make this industry produce a better machine for dealing with their potential work load? I have never seen so many typos and other mistakes in the books produced by these professionals as I have in the last five years. Before I’m even into a novel for a hundred pages, I have run across more than one error. How do you think that would work in retail if every product sold contained a flaw? This is one of the reasons why the hype about excellence is difficult to take seriously—when the final products contain multiple mistakes or a copycat cover. And still the big houses are laying off people.
Now it’s possible that the jobs these people held were superfluous, not helpful to the big picture or wherever it is that these publishers get bogged down in their production of “excellence”. However, if the professionals were such hotshots at predicting the trends of the reading public, wouldn’t their products be selling off the shelves necessitating the hiring of more people, not the letting go of them?
I’m not criticizing the novels produced or the authors who penned them. I’m not even really criticizing the publishers. What I am doing here is saying there seems to be a lot of buck passing going on the industry exemplified with a smokescreen of words professing how wonderful and difficult the publishing business is all at the same time. The prestige of making decisions for x amount of titles being produced in a year also produces irresponsible platitudes about books that sometimes don’t back up the claims.
Published authors have a tendency to get defensive at a post like this. It’s probably a good thing not too many high-falutin’ authors stop by here regularly to browse my words. This isn’t about the quality of writing by published authors anyway. For the best of them, there will still be somebody who won’t like their work. This business is so about who likes what and is willing to pay for it. Published authors should be valued. They've worked hard, but more importantly, God has ordained their books see print form. They deserve a hearty congratulations.
Take the controversial novel The Shack (no, I haven’t read it). People seem to love it or hate it. But they’re buying it to find out why everyone is talking about it. It was self-published. As I understand it, the writer(s) created his/their own “publishing company” to get it into book form and are making a killing off it. It’s notorious for being “poorly written”. Much like The Da Vinci Code. Oops. A bestseller is poorly written. Again. These kinds of books turn the publishing industry upside down. The platitudes wind up on the cutting room floor along with self-imposed paper cuts from those “in the know” within elite publishing circles.
Wouldn’t you just once like to hear, “We dropped the ball. Heck, we don’t know what sells. We just like certain books better than others. Maybe it’s because they ‘seem’ easier to sell. And it sure seems a heckuva lot easier to sell books where the author’s bio doesn’t read like a stay-at-home Mom’s daily lesson plan for her 2.5 children.”? I would. I can’t tell you how refreshing that would be. And honest. No more passing the buck. The buck definitely would stop right there at the heart of the matter. And I might have just a tad bit more respect for the powers that be in the industry.
Father, we answer to you alone. Help all of us to be forthright, to speak honestly, to admit our failings, and to submit our errors to you for correction and reproof. Lord, we desire to please you above all. Help us to strive for obedience at all levels of whatever we do, and please help us to realize when we make a mistake so that we can bring it to you—into the throne room for mercy after our repentance. Apart from you we can do nothing. In the Name of Jesus, Amen.
*Please pray for Kristy Dykes and her family.*