With so much buildup to release day, if a
book doesn’t take off right away it can feel like a failure. Do you see your
releases as a marathon or a sprint for readership?
You’ve heard the
cliché about the best-laid plans.
It comes from a Robert
Burns poem — “The
best-laid plans of mice and men often go awry”— which later inspired Steinbeck’s
Of Mice and Men. I mention this because I began with poetry, then moved
to prose, and from literary fiction toward genre. None of it prepared me for the
business of publishing.
Once upon a time,
I thought securing a publisher and a contract meant I could write the book and
let “them” do the rest.
Nope.
Unless, of
course, if the publisher believed you had a sure-fire blockbuster on your hands,
then you might get a PR budget, and a gaggle of marketing gurus and their
acolytes. That model has largely gone the way of the dodo. Publishing has gone
corporate, and it has spreadsheets. It’s all about ROI, baby: Return On Investment.
A writer without
a Big Five titan behind them faces one set of problems. A writer with a Big
Five publisher but without the publisher’s confidence faces another: no budget,
no bright lights, but the same expectations.
Sell or be
dropped.
Sara Paretsky
wrote about this changing arithmetic in her essay “Truth, Lies, and Duct Tape,”
in Writing in an Age of Silence. The sales numbers that once constituted
a writer earning their keep are now dramatically higher than when she debuted.
Libraries once provided some of the bread-and-butter support that helped
sustain writers. The landscape has shifted considerably since the essay
appeared in 2007.
With social
media, writers are expected to do something besides write: Perform.
Influencers have
turned audiences into careers, sometimes fortunes, by cultivating a personality
around humor, alleged expertise, lifestyle hacks, or whatever the algorithm
happens to reward this week. Writers are expected to become personalities, too.
This isn’t
entirely new. Tom Wolfe had his white suits and Homburg. Salvador Dalà had his
mustache. Artists have always cultivated personas. What used to be called a
signature is now called a brand.
The difference is
that the brand is no longer ornamental. It is part of the job.
Publishers want
momentum because momentum looks like sales. They want books that arrive with an
audience attached. The release of a novel can therefore feel less like the
beginning of a long career than a product launch with a very short fuse.
Which brings me
back to the question: Is a book release a marathon or a sprint?
The answer,
frustratingly, is both.
The industry
treats Release Day like a sprint. Writers are told to generate preorders,
reviews, interviews, posts, events, newsletter mentions, social-media buzz—anything
that might convince the algorithms, booksellers, and readers that this is the
book everyone is talking about.
But careers are
marathons.
And the maddening
thing about marathons is that you can train perfectly and still get rained on.
Publishing is
full of variables a writer cannot control. Market conditions. Publicity
budgets. Competing releases. Cultural attention. The whims of booksellers. An
unexpected news event.
And then there is
luck.
Writers don’t
like to talk about luck because luck is an offensive business model. It
suggests that talent and effort, while necessary, are not sufficient.
Walter Mosley is
a useful example. He created Easy Rawlins, one of the great characters in crime
fiction. But when he wanted to write science fiction or erotica or YA,
publishers were less enthusiastic. They wanted another Easy.
Mosley has talked
about the hustle required to get his ‘other work’ in front of
publishers—pitching to one agent and then, sometimes literally, crossing the
street to pitch to another. He has acknowledged how much he has owed to chance because
a president was asked what he was reading on vacation and held up a copy of A Devil in a Blue Dress.
Luck is timing.
It’s being in the right place when somebody happens to be looking for exactly
what you have written. It’s a cultural moment, a famous reader, or a news event
that makes your book baby suddenly relevant.
My own experience
with EYES TO DECEIT brought that home.
The novel is my
reconstruction of Operation Ajax, the joint CIA-MI6 operation that overthrew
Iran’s democratically elected prime minister, Mohammad Mossadegh, in 1953 and
helped restore the Shah.
When I wrote it,
I hoped that readers who remembered the 1979 Iranian hostage crisis might see
the connection: that crisis didn’t emerge from nowhere. History has a long
fuse.
The CIA began
declassifying material related to Operation Ajax in 2000 and completed the
process in 2013. The history is no longer obscure. The connections between the
1953 coup, the Shah, the 1979 revolution and the hostage crisis are part of the
historical record.
I had hoped that
a small segment of my peers remembered their childhood, and even smaller cohort
of history nerds knew the event and could find Iran on the map. It’s niche, but
1% of 1% is still a respectable number of readers.
Then the news
cycle handed me a gift, or so I thought.
Trump invaded
Iran and declared victory 40 times.
Nope. It didn’t
move the needle.
Relevance is not
the same thing as readership, and that’s the lesson I keep coming back to here
because we like to imagine that good books find their readers because,
eventually, the universe sorts these things out. It doesn’t. There is no cosmic
sales department.
A book can be
good and mistimed; it can be both timely and invisible.
That’s why I have
trouble thinking of a release as a referendum on the book itself. Release Day
is a moment. A career is a body of work.
So yes, writers
have to sprint. We have to show up and promote the book, and sometimes perform
the literary equivalent of tap-dancing while juggling flaming copies.
The book doesn’t
know what day it is.
And neither does
luck.