An Adventure in the Paper Trade

October 16, 2006 9:35 PM

As he read, Mr Sterling became convinced he had to publish the book. Jed Rubenfeld's "The Interpretation of Murder" had an intriguing cast of characters, an engaging plot and a dash of kinky sex. It was a historical thriller, one of publishing's hottest recent categories. It had the potential, he thought, to be the next "Da Vinci Code."

The Wall Street Journal details the fascinating mechanics of modern-day book marketing as Henry Holt & Co labors to birth this year's must-buy publishing phenomenon.
posted by Kraftmatic Adjustable Cheese (14 comments total)

Apparently Rubenfeld's mistake was not sending an advance copy to Hugo Chávez. Chomsky is such a wily fox!
posted by rob511 at 9:48 PM on October 16, 2006

A ukranian friend of mine talked about how in the Ukrane when everyone decides to read a book at the same time it's something like the alchemist by Paulo Coelho. In the US when it happens it's something like Harry Potter or the Da Vinci Code.

On the other hand, maybe our poor taste in books is the result of an inclusive education system and the ability of everyone to get involved in reading books.

But probably not.
posted by delmoi at 10:18 PM on October 16, 2006 [1 favorite]

I remembered a fascinating article on this topic, but the only potentially identifying detail I could recall was one of the closing lines, spoken by a now-best-selling author to her struggling colleague: "don't let this be what you're waiting for". So I punched that exact phrase into google, and bam: one result.

The Confessions of a Semi-Successful Author (Salon.com)
posted by PercussivePaul at 10:50 PM on October 16, 2006

A ukranian friend of mine talked about how in the Ukrane when everyone decides to read a book at the same time it's something like the alchemist by Paulo Coelho. In the US when it happens it's something like Harry Potter or the Da Vinci Code.

They don't read Harry Potter in the UK?! Fucking American writers and their Harry Potter trash!
posted by The God Complex at 1:22 AM on October 17, 2006

(I meant to say "Europe" instead of of the UK)

In Canada we just write about how harsh the weather is. Apparently that's a strong enough theme to keep our literary movement turning for going on the past 150 years or so. Here's a compacted version of Canadian literature infused with 21st century Dude-ability.

"This weather is harsh, dude. Harsh."

"Yeah, dude. It's harsh. Also, I feel really isolated. How about you?"

"Yeah I feel very isolated. I'm going to go follow around some wolves for awhile and shit. Really experience the harshness."

"$* it's cold."

Aaaaand scene.

I'm kidding, of course--sort of.

-----

On a more topical note, it's always sad to be reminded how similar the book industry often is to the film industry. Though, to be honest, I'd much rather watch a somewhat mindless popcorn flick than read the literary equivalent.

Oh, and whenever someone starts talking about Da Vinci Code I just tell them to read Foucault's Pendulum. I figure it's better for them and I have at least two or three weeks before the inevitable, "Dude, what the $*--that ending sucked" conversation...
posted by The God Complex at 1:38 AM on October 17, 2006 [1 favorite]

Dammit. My sweet "$ # @ &" faux-swearing was usurped by something that far less precisely approximates the visual I had in my head. /sob
posted by The God Complex at 1:40 AM on October 17, 2006

"I was aware after week one that it was going to be much tougher to make this a big hit, because blockbusters have to begin big," he says. "But you make your plans months ahead of time, your commitments months in advance. And you don't cancel them."

OK this shit is ruining everything, this first-week mentality about sales. Why do they want to apply it to books too?

It's so weird to me. Think of all the music and movies and literature you've loved over the years. Chances are they didn't all have a 'blockbuster first week', so they'd be considered a failure by today's standards.

"But they're artistic masterpieces that stand the test of time!" Nope, tough titty: they suck. The Market Has Spoken.
posted by First Post at 2:15 AM on October 17, 2006

It sure ain't like it used to be back in the day and by day I mean yesterday which was last day when people whinged about the downfall of society.

It's 2006. You're adults. The Long Tail is now there to be had easier than ever. Find what you like and get on with it and quit moaning about what other people like.
posted by srboisvert at 3:06 AM on October 17, 2006

Interesting. My book for the rest of the year is the Eudemian Ethics (everybody's read the Nichomachean) but, y'know, different strokes....
posted by jfuller at 4:16 AM on October 17, 2006

FP: This is not about artistic masterpieces or the works you've loved over the years. This is about trying to manufacture hits. "Blockbusters." Totally different things.
posted by rikschell at 4:56 AM on October 17, 2006

it's interesting how publishers are trying to adapt their marketing to Hollywood's -- they're basically trying to ape their game plan, with mixed success. the historical thriller now is for the publishing industry what the quirky, pop-culture infested gangster movie was for Hollywood circa 1995, with Dan Brown in Tarantino's old role. looking for the new Dan Brown is a bit like looking for the new Tarantino, good luck with that.


for the rest of the year is the Eudemian Ethics

I understand Akrasia is a pretty good death metal band
posted by matteo at 5:03 AM on October 17, 2006

I don't think it's really true that the book industry has become like the movie industry, for the simple reason that you can publish a book much more cheaply than you can make a movie -- so it's much easier to take risks on quality books that may not, or even probably won't, sell. Of course, the muscle of the marketing department isn't always behind these books; but they're out there. For that matter, small and medium-sized publishing houses, like the one that put out my book, which are often non-profit and have essentially no hope of blockbuster sales, get their books on the shelves of every Borders and Barnes and Noble in the country, not to mention independent bookstores.
posted by escabeche at 9:19 AM on October 17, 2006

Can I just be the one to say that Harry Potter is a hell of a lot better than The Alchemist?
posted by Navelgazer at 1:36 PM on October 17, 2006

It's 2006. You're adults. The Long Tail is now there to be had easier than ever. Find what you like and get on with it and quit moaning about what other people like.

This is very insightful and helpful and thank you for taking the time to post it.

FP: This is not about artistic masterpieces or the works you've loved over the years. This is about trying to manufacture hits. "Blockbusters." Totally different things.

Sure, sorta. But they're in the same sphere using the same tools, and in my experience in the music biz, executypes used to take pride in the fact that their 'blockbusters' would make enough money to bankroll a bunch of their starter acts that were still developing. Now it's concentrated more on making everything into that blockbuster, and if that potential isn't there, they'll just take a pass on it in the first place. Bono said U2 wouldn't make it if they started out now, because their early stuff didn't have great sales initially and no one these days would have continued to believe in them.

Like others noted, everything's easier to DIY now so it's not as big a deal. If nobody wants your book, just put it on Lulu or something. But even 'blockbusters' can take a while to build, through word of mouth or reviews and the like. I am not wrong in saying it's VERY short sighted to give everything a seven day window in which to decide whether it's a hit or a miss. Everything with the potential for success is not necessarily gonna develop well along those lines.
posted by First Post at 3:41 PM on October 17, 2006