Part One
I’ve long thought the publishing establishment tours the industry in a limousine while purporting to publish for those in Ford SUVs and Honda Civics. This has nothing to do with the sums of money professionals at any level in the industry earn. Instead it refers to the sense of aristocracy or sophistication that can exist at the upper tiers of publishing fiction, and, yes, I’m including Christian fiction in the mix. The idea that publishers are one with their reading public stopped making sense when it became common knowledge that their bestsellers fund the way for all the rest of their authors, and when it was admitted that over 60% of their authors don’t earn back their advances. Two obvious reasons for that? One: the advances might be too high. Two: the public either didn’t like the books or were unaware of their existence.
The conundrum of finding a focus or “mission” for an individual publisher is perhaps as difficult and illusive as the efforts of writers trying to define their “brand”. And then, once having arrived at an audience, do the visionaries plan how to reach those outside their faithful consumers?
Readers are a funny lot. They can be particular and narrow in their choices for fiction. They might be eclectic and read in multi-genres with great fondness for all. Some prefer those literary rarities which sparkle with insightful premise and prose while others strictly adhere to fast-moving action and thrills. Other readers crave fairy-tale romance while others just desire fairy-tales.
Setting aside genre preferences, here’s the real conundrum for publishers: elevating or degrading readers. No one in a correct mindset would assume all readers to be alike. Equal in importance only, the factors which contribute to how readers read and what they choose for their favorites—what they’re willing to purchase either in book form or now in e-readers—are as diverse as the earthly pockets of residence of each reader. From Singapore to Seattle the contributions of who a person is, who they choose to be, how they live and why, all figure into book selection. Yet it’s no surprise when any two readers from different stations in life and separated by country and culture might agree on a book they like—or dislike.
So. Should publishers publish for those who might have simpler tastes and for those who lean toward the literary projects? We’re talking about readers here, not writers. I think it’s wise to publish for both if you’re big enough. I think it’s admirable if a small press narrows its focus to those it wishes to serve. I think it’s poppycock for any publisher to insist that only the best get published under its watch because we all know the favorite colloquialism for that tripe.
Any thoughts on Part One?
Lord, you are worthy of praise. It’s you we serve. Help us to remember that. In the Name of Jesus, Amen.