One of my many hats, is that of book publicist. It’s work I’m proud of, and also work I think it might be useful to talk about. As an author, and as a person with lots of friends who are authors, I know quite a lot about the publishing industry. The bigger a company you deal with, the more they look for a sure fire win. They want books that are an easy sell. Most Pagan authors would not be able to get their non-fiction work picked up by a major publisher. Or their Pagan fiction for that matter.
For me, it’s always been a case of trying to identify really good books and then get those books in front of the people who would appreciate them. I think this is what the publishing industry should be about – getting great reads to people. Most of the time it isn’t. My friends Phil and Jacqui can’t get a deal – editors love their work, but Matlock the Hare is about a talking hare, and talking animals are children’s books and these are not children’s books and therefore it cannot be done. They are one example among many.
The average book sells three thousand copies in its lifetime. A bestseller is a book that sells more than five thousand copies. Over at Moon Books, Jane Meredith’s Journey to the Dark Goddess – a book about ritual descent and shadow work, has sold over ten thousand copies. This is not the sort of book that many publishers would have taken forward, and yet, the numbers tell a different story. Some time next year Morgan Daimler’s introduction to The Morrigan is also going to pass the ten thousand mark for sales. I take great pride in helping promote these books. What really sells them is that they are excellent and needed.
I’ve seen repeatedly that an original book in a definable niche can actually do better than something that looked like a box ticking crowd pleasing sure fire thing. Forgive me if I don’t name names and ask you to take that on trust.
The author who knows who, specifically they are writing for can do a lot better than the one who imagines they are writing for everyone.
For folk on the literary side, there can be something distasteful about having to consider the lowly business of actually selling the books. The book is published, and then by magic, should sell itself by dint of its obvious literary merit. Again, I’ve seen it done and I won’t name names. The kinds of books that get listed for literary prizes have often only sold a few hundred copies before they make the list. This frustrates and annoys me. If you believe something is good, surely it makes sense to do everything you can to get it in front of people who will appreciate it?
I can say with confidence that when good books sell, good things happen for the authors who created them. The morale boost of a few thousand sales versus a few hundred is considerable.
Moon Books has proved repeatedly that a book doesn’t have to be aimed at the lowest common denominator, or an obvious easy sell in order to be massively successful. All you have to do is figure out who is going to want to read a book and get it in front of them. I see my comics publisher – Sloth Comics – doing the same thing. Sloth publishes quirky comics, and then gets out there and sells them to people. That’s not a quick or an easy process, but it is possible. I think the same must be true of anything else good, well made, beautiful, thoughtful, or worth having.
We live in a world where the norm is to make cheap throwaway things, pile them high, sell them as fast as you can and move onto the next one. I know, because I’m part of a company that does it, that other ways are available. I know there are plenty enough people out there who want substance and quality, originality and beauty. I feel no shame in trying to sell to those people so that good authors are paid for their work and encouraged to keep going.