by James Scott Bell
@jamesscottbell

There’s a post on Substack that’s been making the viral rounds, titled “No One Buys Books.” It’s the author’s summary of lessons gleaned from the DOJ v. Penguin Random House trial, two years afterward. Elle Griffin sums it up this way (this all refers to traditional publishing):

I think I can sum up what I’ve learned like this: The Big Five publishing houses spend most of their money on book advances for big celebrities like Britney Spears and franchise authors like James Patterson and this is the bulk of their business. They also sell a lot of Bibles, repeat best sellers like Lord of the Rings, and children’s books like The Very Hungry Caterpillar. These two market categories (celebrity books and repeat bestsellers from the backlist) make up the entirety of the publishing industry and even fund their vanity project: publishing all the rest of the books we think about when we think about book publishing (which make no money at all and typically sell less than 1,000 copies).

And:

The publishing houses may live to see another day, but I don’t think their model is long for this world. Unless you are a celebrity or franchise author, the publishing model won’t provide a whole lot more than a tiny advance and a dozen readers.

Jane Friedman, in her Hot Sheet newsletter (subscription required), emphasizes that this is the way things have pretty much been for quite some time. Her words followed by my comments:

1. Most books don’t sell in significant numbers. This has not changed recently; it has always been the case. But if you share book sales numbers with the general public, they are generally shocked because they simply don’t know the typical sales of an average book.

JSB: According to Bookstat.com, in the traditional industry in 2020, 268 titles sold more than 100,000 copies, and 96 percent of books sold less than 1,000 copies.

2. The majority of authors, at least early in their careers, can’t survive on book advances or book sales alone.This has been the case throughout history. It’s challenging to make a living from your art, and it has always been so.

JSB: No argument there.

3. Big publishers pay high advances to celebrities, politicians, etc. Big publishers want authors with visibility in the market. I can’t imagine this is news to anyone.

4. Publishers do not adequately support the titles they publish with marketing and promotion. This has been a complaint of authors since I started working in the industry. I do think the problem has become worse over time, and the issues at play are complicated, to say the least. More titles are published than ever before (up to 2 million per year if you count self-publishing), media outlets and media coverage for books has dwindled, book discovery has changed in the digital era, etc.

JSB: Back in the 90s, when I started out, there were some huge advances paid to new authors, with subsequent marketing roll outs, in the hopes of establishing the next “big name.” What happened to most of these authors was that the debut novel failed to catch on, the second book in the contract was published with the least amount of attention, and the author was tagged with the “damaged goods” label—meaning no more Big Pub contracts. I can think of at least half a dozen authors this happened to. One of them wrote a PI novel that garnered a great blurb from no less than Sue Grafton. The publisher paid a ton up front. There was a big marketing push. But the book tanked, the second contracted book was released and forgotten, and the author has never written another book. (If you want to read the account of an author who went through this, survived, fought back, and thrived, I suggest you read this post from one Mr. Gilstrap).

As for discovery in the current climate, it’s certainly possible to get TikTokked to the top, or some other digital analogue, but only if the book is real quality vis-à-vis its genre. Some authors get bollixed up writing a book, maybe their first, self-pubbing it, then spending scads on ads. “Why am I not getting any clicks? Or sales?” Because first efforts are usually not top notch. Save your money and write more and better books. If you write good books, you can build a readership, because one thing hasn’t changed. The best marketing is and always has been word-of-mouth.

5. Authors and smaller publishers have been gaining in market share since at least 2010. This is a good thing, and it’s partly due to Amazon, ebooks, and print-on-demand technology. But big publishers aren’t going anywhere, and they’re starting to partner in new ways with authors—self-publishing authors especially—and they remain powerful in the market.

If you self publish, you’re a small publisher. Act like one. Learn to think like a business. (I have a sample business plan in my book How to Make a Living As a Writer.)

So, yes, people still buy books. And if you write with consistent quality, they may even buy yours.

Do you still buy books? What portion of what you buy is in hardback, paperback, ebook, or audible? Do you still go to physical bookstores to browse, or are you mostly online now?