The discussion on the book business earlier this week has been both wide-ranging and fascinating and my thanks to all who have taken part (comments are still coming in as I write this, and Litlove refers to the subject, too). I don't want to leave things there, so let's see if we can explore this a little further, and take a different retail model as a possible example.
You may have seen Mary Portas's Queen of Shops series in which she advises struggling retailers on how to boost their business. Some of the changes she advocates are cosmetic, but she also looks crucially at what they stock and how that fits with what customers - or potential customers - want or would buy if they had the chance. One memorable example was the bakery which was failing to meet the needs of the affluent locals who were keen to spend their money on quality, artisan products.
How does this relate to writers and readers?
Readers: Surely the market for books is bigger now than ever before. Book festivals exist in every small town and reading groups are fashionable; the internet - the online retailers and book blogs - mean we can browse to our hearts' content at home, read reviews, make informed decisions before we buy, or be part of a reading community with cross-recommendations, joint reads, etc. This must surely boost sales and borrowings and mean that readers on the whole are discerning, we are the equivalent of the buyer of artisan bread - though of course there is still a co-existing market for 'sliced white' and the like.
Writers: For many people, writing is the dream job. The comments show the reality is less dream, more nightmare, but nevertheless, writing groups abound, creative writing workshops, courses and degrees are everywhere, so being a writer is seen as an 'accessible' career if in fact it is not a lucrative one. More people are competing for market share, whether unknowns or those with a track record, but there you all are, willing to supply us, the consumers, with your 'bread', whether pap or finest sourdough.
So, we have big demand on the one hand and potentially big supply on the other, but what is actually on offer is smaller in terms of variety than it used to be; writers are not finding an outlet, readers are being denied the products they like and want more of, and it is with retailers, it seems, that the problem lies. The comments illustrated the power of the major ones (both chains and supermarkets) to influence publishing decisions and determine what makes it to market, and market share figures for 2009 (as quoted here: dedicated bookshops 26%, book & stationery stores 24%, supermarkets 20%, internet 18%, direct mail booksellers 12%) would seem to support those assertions.
What can we do to boost the publishing/bookselling business and correct the imbalance? Writers: there are some very helpful, creative marketing ideas in the comments on the earlier post - do check back as one or two have only just come in - so there's food for thought for you there. Readers: can we make our voices heard? Can we contact booksellers, supermarkets, publishers, and ask for what we want if it's not on offer? Can we get in touch with writers via their websites and give them some support? Can we buy and borrow more books, talk about them on blogs and to friends, join reading groups or hold charity bookswaps at work (anything to get books moving). Above all, can we treat books as the work of art or craft they are and not the homogenous commodity they are being made out to be?
Eta: STOP PRESS! Many thanks to David for giving me the link to a new initiative, just launched, designed to promote midlist authors. Here is an introductory piece on the Guardian books blog and here is the Fiction Uncovered website where you can read all about it. I've signed up for the newsletter and shall follow this with great interest - having just been dubbed "Great Conduit of the Ether" (thankyou Mr. Faulkner!!) how could I not?