The book-trade press is reporting that hardback celebrity biographies aren’t selling at all well this year. Folk with long experience in the writing and retail bits of the book trade will read this with a massive sense of deja vu. Such books are highly discretionary purchases mainly aimed at people who rarely buy books. They might buy five books in a good year, often as gifts, and who won’t buy any at all when times are tough. And times are very tough, as we all know far too well. Even with these titles heavily discounted in the supermarkets, potential purchasers may well be opting for a box of chocolates or a favourite drink as a cheaper and more immediately cheering present.
Has high staff turnover in publishing seen this sort of institutional knowledge lost? Along with other information which surely could prove useful for boosting sales in the short as well as the longer term?
Far too few titles are now offered to the 5-12 books a year readers of mass market fiction whose major contribution to the publishing bottom line used to keep the midlist viable. Here’s an idea for the Big Five. Why not try offering a choice of fiction for all tastes across all genres, varying authors month by month, in WHS and supermarkets? Start building readerships again. That’s where future best-sellers with sustained sales will come from, not the latest pop-culture trend/personality.
Meantime, let’s raise a cheer for the smaller presses who are working so hard and publishing great books. Don’t forget them when you’re doing your seasonal shopping.