My first degree was a BFA in creative writing. When asked why I was switching to statistics, I said I thought it would be easier to find math people who wanted to talk about literature than it would be to find lit people who wanted to talk about mathematics. At the time I thought I was joking.
More on the economics of genre fiction
The story so far: last week Andrew Gelman had a
post
on a book that discussed the dominance of best seller lists and
suggested that it was due to their increased quality and respectability.
I argued that the quality and respectability had if anything decreased (
here), posted some background information (
here and
here) then
discussed how
the economics of publishing from the late Nineteenth Century through
the Post-War era had influenced genre fiction. The following closes with
a look at where we are now and how the current state of the market
determines what we're seeing at the bookstore.
As the market
shrank in the last part of the Twentieth Century, the pay scale shifted
to the feast and (mostly) famine distribution of today. (The century
also saw a similar shift for musicians, artists and actors.) Non-paying
outlets sprang up. Fan fiction emerged (non-licensed use of characters
had, of course, been around for years -- Tiajuana bibles being a classic
example -- but fan fiction was written for the author's enjoyment
without any real expectation of payment). These changes are generally
blamed on the internet but the conventional wisdom is at least a couple
of decades off. All of these trends were well established by the
Seventies.
With the loss of the short story market and the
consolidation of publishing, the economics of writing on spec became
brutal. Writing and trying to sell a novel represents a tremendous
investment of time and energy with little hope of success. By comparison
writing on spec in the Forties meant coming up with twelve to fifteen
pages then sending them off to twenty or so potential markets. The best
of these markets paid good money; the worst were hungry for anything
publishable.
The shift from short story to novel also meant
greater risk for the publisher (and, though we don't normally think of
it in these terms, for the reader who also invested money and time). A
back-pages story that most readers skipped over might hurt the sales and
reputation of a magazine slightly but as long as the featured stories
were strong, the effect would be negligible. Novels though are
free-standing and the novel gets that gets skipped over is the novel
that goes unsold.
When Gold Medal signed John. D. MacDonald they
knew were getting a skilled, prolific writer with a track record
artistically and commercially successful short fiction. The same could
be said about the signing of Donald Westlake, Lawrence Block, Joe Gores
and many others. Publishing these first time authors was a remarkably
low risk proposition.
Unfortunately for publishers today, there
are no potential first time authors with those resumes. Publishers now
have to roll the dice on inexperienced writers of unknown talent and
productivity. In response to that change, they have taken various steps
to mitigate the risk.
One response was the rise of the marketable blockbuster. The earliest example I can think of is the book
Lace by Shirley Conran. If memory serves,
Lace
got a great deal of attention in the publishing world for Conran's huge
advance, her lack of fiction-writing experience, and the role marketing
played in the process. The general feeling was that the tagline ("Which
one of you bitches is my mother? ") came first while the book itself
was merely an afterthought.
More recently we have Dexter, a
marketer's dream ("He's a serial killer who kills serial killers... It's
torture porn you can feel good about!"). The author had a few books in
his resume but nothing distinguished. The most notable was probably a
collaboration with Star Trek actor Michael Dorn. The first book in the
series,
Darkly Dreaming Dexter was so poorly constructed that
all of the principals had to act completely out of character to resolve
the plot (tip for new authors: when a character casually overlooks her
own attempted vivisection, it's time for a rewrite*).
The
problems with the quality of the novel had no apparent effect on sales,
nor did it prevent the character from appearing in a successful series
of sequels and being picked up by Showtime (The TV show was handled by
far more experienced writers who managed to seal up almost all of the
plot holes).
The point here is not that
Darkly Dreaming Dexter
was a bad book or that publishing standards have declined. The point is
that the economics have changed. Experienced fiction writers are more
rare. Marketable concepts and franchises are more valuable, as is
synergy with other media. The markets are smaller. There are fewer
players. And much of the audience has a troublesome form of brand
loyalty.
Normally of course brand loyalty is a plus, but books
are an unusual case. If you convince a Coke drinker to also to drink
Sprite you probably won't increase his overall soda consumption; you'll
just have cannibalization. But readers who stick exclusively with one
writer are severely underconsuming. Convince James Patterson readers to
start reading Dean Koontz and you could double overall sales.
When
most readers got their fiction either through magazines or by leafing
through paperback racks, it was easy to introduce them to new writers.
Now the situation is more difficult. One creative solution has been
apostrophe series such as
Tom Clancy's Op Center. Other people are credited with actually writing the books but the name above the title is there for branding purposes.
Which all leads us back to the original question: Why did thrillers become so dominant?
They tend to be easily marketable.
They are compatible with franchises.
They lend themselves to adaptation as big budget action movies.
Their somewhat impersonal style makes them suitable for ghosting or apostrophe branding.
They
are, in short, they are what the market is looking for. As for me, I'm
looking for the next reprint from Hard Case, but I might borrow the
latest Turow after you're done with it.
* "Is that a spoiler?"
"No, sir. It was spoiled when I got here."
p.s.
I was going to tie in with a branding situation Slim Jim snacks faced a
few years ago but this post is running a bit long. Maybe I'll get back
to it later.