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 Dalí 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.














