Signs the Book Business is waking up…
ArtsJournal Publishing featured no less than four articles this week about the creekier institutions of the business and how they plan to modernize themselves for the 21st century. The New York Times reported that the Book of the Month Club has been losing members steadily over the last decade and is taking steps to compete in the age of Amazon. Earlier they reported extensively on Sara Nelson appointment to editor-in-chief at Publisher’s Weekly (locked behind a members only firewall so I’m passing on this other link) , which is largely being seen as an attempt to bring the magazine into the age of the book blog, the email newsletter and the rss feed. Finally two pieces, one hilarious, one narrow-minded, discuss both the economics of publishing and how that has changed the author’s role from artist to pitchman, to guerilla marketer, to a hybrid of all three.
I’m taking this examples as evidence that the publishing business is finally starting to wake up. Max Perkins and his three martini lunches are dead. When Thomas Pynchon and JD Salinger pass on, the myth of the reclusive author will go with them. The idea that technology and books can’t mix tastefully is seeming stupid rather than charming. Concerted, smart, professional marketing is beginning to seem like an everyday necessity rather than an occassional stroke of genius. Beating beneath it all is the very real notion that books are just one offering at the vast cultural salad bar now available to everyone. In order to compete, they can’t assume they are special or even unique. They have to prove it by showing their reader why the reader should bother, when so many choices abound. Assuming they should is now a fatal mistake, not just a harmless shot of snobbery.
It’s a very tall order but one I think everyone in our business will be better for in the long run. It’s the reader’s world now. Illustrating why we matter will keep us honest. Or as least keep us from assuming it has been and thus will always be.