Whether you're a writer, involved in the "industry" or a mere humble book purchaser, you likely have your own view on trends in publishing. Keith A Charteris, author and publisher of books for children, Bob McDevitt of recently formed Hachette Scotland and Marion Sinclair offered their own overviews.
Clearly aiming at the unpublished hopefuls in the audience, Marion Sinclair ultimately urged authorial integrity rather than attempting to follow trends which may well have passed their literary sell-by date before said hopefuls offerings are completed or out in the market place.
The collapse of the Net Book Agreement, which prevented the discounting and placement policies now prevalent undoubtedly cushioned the cosy, but the NBA also levelled the field for small and medium competitors as against larger ones. Marion Sinclair noted that five conglomerates now dominate the market, leaving a few small but nimble firms on the edges and a handful with "niche" markets.
Bob McDevitt, with considerable experience of working for larger houses took a more positive view of current realities than others might, citing the "if you liked x, you'll love y" marketing ploy as particularly successful.
Christopher Brookmyre has, of course, already satirised this rather naive and patronising position in, most appropriately, the title of one of his novels. The "Richard and Judy" phenomenon has undoubtedly influenced the publishing market. Adoption of a title into their "Book Club" drives up sales massively, to the extent that hard-back non-fiction sales depend for success on "Richard and Judy" endorsement. One is left to wonder what might happen if "Richard and Judy" no longer existed, and whether publishers would then invent an alternative, or perhaps be forced to market non-fiction to genuinely motivated buyers?
For Keith Charteris, marketing a "brand" is a key to success. Authors whose work can be marketed on repeat business for a particular type of literary "experience" represent solid investment for publishers. All the speakers agreed authors were poorly rewarded for their time and effort, but argued that shortfalls could be made up by promotional work, which sounded a little like authors working for their publishers (and agents) as well as themselves.
During subsequent questions, naval historian Angus Konstam pointed out that large retailers such as Amazon were dictating the rates at which books were discounted, to the obvious detriment of both publishers and authors. Bob McDevitt responded that Hachette were now refusing to deal with Amazon on this basis. A small ray of hope for a brighter future on an increasingly depressing and beleaguered scene.
Time: Aug 18 at 17:00
Copyright Bill Dunlop August 2008
Published on EdinburghGuide.com August 2008