Today’s session was filled with talk about how the relationship between the author and the publisher and the reader has changed radically. Mathew Stadler opened the day with a talk about changing the role of the publisher, towards a small publishers who refuse to participate in the shell game that is book sales: no more returns. Instead, he looked towards a model where the publisher sells just a copy or two to a book store and the publisher gets paid upfront. He wasn’t sure if he was going to make that work, but it was his hope to try and break the old paradigm. He also quoted Epstine in saying that “a publisher’s job is to supply the necessary readings for democracy.” As such, Stadler looks to the small publisher to remove the hierarchy and control and create a more flexible and democratic publishing. In a more practical vein, he suggested that if you take an advance you should know how that will help your publisher’s plans. Avoid the shell game and, instead, make books for readers. Taking the advance just perpetuates the ambiguities between the wasteful system, and actual valid engagement with readers. While some of Stadler’s ideas are politically motivated his ideas are interesting and do suggest a different business model for the publisher – bookstore relationship, which, ultimately, will affect the writer and reader. Only time will show if Stadler’s experiments will work.
The rest of the sessions I attended were focused on how to do the marketing work yourself even if you have some sort of book contract. It is a real mix of things you have to do, everything from having and online presence (check) to determining who you want to send galleys to, what bookstores to target, and just about everything that a publicist for a publisher would have done. It is a little annoying since you should be writing, although it wasn’t something I didn’t already know.
At one moment when a freelance editor was talking and I misunderstood him when he said you need lots of dialogue in your fiction, I had a moment of complete disappointment. What is the point if you have to fit in a formula. Turns out he was not talking about literary fiction, but, still, it was one of those moments when I don’t like thinking about writing and all the silly conventions and rules people come up with when describing what will sell.
Tomorrow more of the marketing then I can return to what actually matters.