Publishing News
Author, sell thyself
What we stand to lose in a world where writing a great book isn't good enough
Last week, the book world saw a particularly symmetrical bit of revolving door ballet as Amanda Hocking — who famously became a millionaire by selling a series of paranormal romance novels as self-published e-books — signed a contract with an old-fashioned publishing house, while the bestselling thriller author Barry Eisler walked away from a similar deal, preferring to self-publish his next book. Did I mention it was the same publisher (St. Martin’s Press) in both cases? Like I said: symmetrical.
Eisler told Jason Pinter at the Daily Beast that he’d been exasperated by the way his previous publishers had marketed his books — everything from boring covers to a failure to understand something called “automatic resonance.” Eisler has also done the math (which he lays out in considerable detail for Pinter) and believes that, as handsome as the two-book deal St. Martin’s offered him was, in the long term he can make more money on his own.
Other successful conventionally published genre writers — the most celebrated of whom is J.A. Konrath — have mined their out-of-print backlist for self-published e-book sales and done well. This week, the estate of Dame Catherine Cookson, a bestselling author in days of yore, announced that it will be selling 91 titles from her backlist exclusively for Kindle, largely because conventional publishers haven’t shown much interest in reprinting them.
But Eisler is noteworthy for turning down a cool half-million dollars for two new books, a much bigger gamble than deciding to Kindle-ize a bunch of titles that were languishing out of print to begin with. He’s willing to do (or hire someone else to do) all of the work his previous publishers did, and he thinks he can do it better. “I’ve always believed the writer has to be an entrepreneur and CEO,” he told Pinter, “with all that entails.”
Hocking, on the other hand, is ready to say goodbye to all that entails. In a series of impressively sensible blog posts, she explained to aspiring authors all het up about the riches awaiting them that they shouldn’t think it was easy. “This is literally years of work you’re seeing,” she advised. “And hours and hours of work each day. The amount of time and energy I put into marketing is exhausting. I am continuously overwhelmed by the amount of work I have to do that isn’t writing a book. I hardly have time to write anymore, which sucks and terrifies me.” To the New York Times, she said, “I want to be a writer. I do not want to spend 40 hours a week handling e-mails, formatting covers, finding editors, etc. Right now, being me is a full-time corporation.”
What does this mean for readers? Well, for fans of these particular authors it may signify that they’ll pay less for an Eisler book in the future and more for the trilogy Hocking just sold to St. Martin’s. The low cover prices of Hocking’s self-published novels (the Kindle editions run from about $1 to about $3) have played a key role in their success; plenty of readers were willing to take a shot on a book that cheap, and then (and this is key) they bought the sequels because they liked the first.
Hocking is hoping that her fans will also get better books in the future; she’s complained more than once about the trouble she’s had finding freelance editors capable of catching the typos and grammatical errors that keep turning up in her novels. (Who knows, maybe Eisler’s readers will get worse books?) Hocking’s novels will finally be available in bookstores for all those readers who don’t have e-readers and don’t want to order the print-on-demand paperbacks available from online retailers. And you probably aren’t going to be seeing Eisler’s new thriller in any airport bookstores. Both Eisler and Hocking are great promoters of their work, however, and chances are they’ll thrive no matter how they decide to reconfigure their marketing for their new publishing plans.
It has become a mantra that today’s author — whether self- or conventionally published — must learn to promote his or her books. Some, like Eisler and Hocking, happen to be good at it, but many aren’t. People often become writers because they’re introverted or awkward in personal encounters and have poured everything they want to say to the world into their work. What usually gets lost in the perpetual refrain about authors becoming their own marketers is that there’s no particular connection between writing talent and a gift for self-promotion.
Consider Thomas Pynchon, Emily Dickinson, J.D. Salinger and Harper Lee — all writers labeled reclusive. Others — David Foster Wallace, Denis Johnson and Cormac McCarthy come to mind — have been press-shy or have found public appearances excruciating and have made them only grudgingly, as a concession to their publishers. I suspect that writers like Franz Kafka and Samuel Beckett would likely have felt the same. Many authors have resigned themselves to the task of relentless networking (“social” and the old-fashioned kind) but still hate it and therefore aren’t much good at it.
With all due respect to Hocking and Eisler (and I’ve got plenty for both), I’d rather have “To Kill a Mockingbird” than any of their novels. Even though they are much better at interacting with their fans and orchestrating their careers than Harper Lee is, Lee (in my opinion, at least) is the better writer. Today’s conventional wisdom, in both traditional and indie publishing, decrees that someone like Lee might as well not bother; however good her book is, it won’t find an audience unless she’s willing and able to make hawking it at least a part-time job.
What this means for readers is troubling. Even if the next generation’s “To Kill a Mockingbird” gets published, the author’s inability to promote it effectively may prevent it from reaching the millions of readers who would otherwise embrace it. And while Harper Lee never published a second book, I want the writers whose work I admire to have as much time as possible to write as many books as they wish. As Hocking so astutely points out, the hours spent in self-promotion are hours spent not writing.
Further reading:
The New York Times on Amanda Hocking’s book deal
Barry Eisler tells Jason Pinter about deciding to self-publish his next novel
Catherine Cookson’s agent announces the republication of Cookson’s backlist for the Kindle
Laura Miller is a senior writer for Salon. She is the author of "The Magician's Book: A Skeptic's Adventures in Narnia" and has a Web site, magiciansbook.com. More Laura Miller.
Pulitzers snub fiction
No novel won the coveted prize this year, but does that mean nothing good was published?
Details from the covers of "Train Dreams," "Swamplandia!" and "The Pale King" The news that no Pulitzer Prize for fiction would be awarded this year came like a slap across the face to a book world still reeling from a Department of Justice suit filed against publishers trying to forestall an Amazon e-book monopoly. Double ouch! But does the Pulitzer snub mean that no good fiction was published in America last year?
I would (and have) argued otherwise, most strenuously; 2011 was an exceptional year for fiction, American and otherwise. I also suspect that the Pulitzer Board itself has not turned up its collective nose at every book produced by American novelists and short story writers in 2011. The Pulitzer Prize may wield far more clout with book buyers than any other American prize for fiction. It can turn an obscure title into a success and a modestly successful title into a bestseller. Readers take it seriously and snap up the books it honors by the thousands. But that doesn’t mean that the Pulitzer Prize for fiction doesn’t suffer from the same problems that afflict every literary prize, no matter its size or influence.
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Laura Miller is a senior writer for Salon. She is the author of "The Magician's Book: A Skeptic's Adventures in Narnia" and has a Web site, magiciansbook.com. More Laura Miller.
When the Internet ate my son’s manga magazine
Even the digital generation can sing the disappearing print publication blues
(Credit: shonenjump.viz.com) The card in the mail delivered sad news, disguised as progress. Shonen Jump magazine, a monthly digest of translated-into-English Japanese manga,, was ceasing print publication. Instead, subscribers were invited to sign up for Shonen Jump Alpha an online-only feed of new manga (the Japanese term for comic books). Shonen Jump Alpha, declared the card, would be a great bargain! There would be more manga content available than ever before, and new chapters in ongoing serials would be posted on a sprightly weekly basis.
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Andrew Leonard is a staff writer at Salon. On Twitter, @koxinga21. More Andrew Leonard.
Your favorite author, brought to you by a wealthy patron
As copyright erodes and the book industry changes, a combination of Kickstarter and the rich might fund writers
(Credit: iStockphoto/NickS) A passage from Stephen Greenblatt’s new book, “Swerve,” on Renaissance book culture, has this to say about how writers paid their bills several centuries ago:
Continue Reading CloseAuthors made nothing from the sale of their books; their profits derived from the wealthy patron to whom the work was dedicated. (The arrangement — which helps to account for the fulsome flattery of dedicatory epistles — seems odd to us, but it had an impressive stability, remaining in place until the invention of copyright in the 18th century.)
Laura Miller is a senior writer for Salon. She is the author of "The Magician's Book: A Skeptic's Adventures in Narnia" and has a Web site, magiciansbook.com. More Laura Miller.
Montana investigates “Three Cups of Tea” charity
Montana attorney general opens inquiry into possible malfeasance at Greg Mortenson's Central Asia Institute
FILE - In this July 15, 2009 file photo released by Department of Defense, Three Cups of Tea co-author Greg Mortenson shows the locations of future village schools to U.S. Navy Adm. Mike Mullen, chairman of the Joint Chiefs of Staff, at the opening of Pushghar Village Girls School 60 miles north of Kabul in Panjshir Valley, Afghanistan. Montanas attorney general on Tuesday, April 19, 2011 told The Associated Press that he has launched an inquiry into the charity run by Mortenson, following investigations by 60 Minutes and author Jon Krakauer into inaccuracies in the book. (AP Photo/Department of Defense, U.S. Navy Petty Officer 1st Class Chad J. McNeeley)(Credit: AP) Montana’s attorney general is scrutinizing the charity run by “Three Cups of Tea” co-author Greg Mortenson after reports questioned whether Mortenson benefited from money donated to build schools in Pakistan and Afghanistan.
Attorney General Steve Bullock’s announcement Tuesday follows investigations by “60 Minutes” and author Jon Krakauer into inaccuracies in the book and spending by the Bozeman, Mont.-based Central Asia Institute.
Bullock oversees nonprofit corporations operating in the state. He has been in contact with attorneys for the agency, and they have pledged their full cooperation, he said in a statement to The Associated Press.
Continue Reading CloseWhy “Three Cups of Tea’s” lies don’t really matter
Greg Mortenson is being attacked for his book's inaccuracies. His accusers are missing the point
Greg Mortenson Lying and cheating — there may not seem to be much of a difference when you’re the victim of either (or both), but as the ongoing furor over Greg Mortenson’s “Three Cups of Tea” indicates, there are some crucial distinctions.
Mortenson is a former trauma nurse who began working to educate children in impoverished tribal areas of Afghanistan and Pakistan in the mid-1990s. “Three Cups of Tea,” his first book, was written with David Oliver Relin and first published in 2006, becoming a longtime nonfiction bestseller when the paperback was released in 2007. The book is closely linked with the Central Asia Institute (CAI), a charity started by Mortenson to build schools in the area. Mortenson, a popular and charismatic speaker, pursues an intensive schedule of media and public appearances, selling books by the crateful and collecting donations for CAI.
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Laura Miller is a senior writer for Salon. She is the author of "The Magician's Book: A Skeptic's Adventures in Narnia" and has a Web site, magiciansbook.com. More Laura Miller.
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