When perusing blogs about writing, you’ll inevitably stumble upon posts about the injustices perpetrated by the publishing industry. Granted, many of those aren’t necessarily warranted - it could be the writer in question is just bloody awful, ignorant of the publishing industry or just a giant prick like myself. Still, a trillion unpublished writers can’t all be wrong. Something is rotten in the state of Random House.
I mean, for a publishing company named Random House, their selection of material is anything but random. Obviously the publishing industry isn’t limited to them - every publisher wants the next Harry Potter, not some twat’s 800-page manifesto on the nature of narcissism. Problem is, if you happen to be the twat writing that manifesto, the scenery is pretty bleak and depressing.
What about other avenues? As I previously mentioned, I’m a big fan of Trent Reznor. It’s not just his music I enjoy, I think he’s got a great deal of integrity as well. Before releasing The Slip for free, Reznor broke from traditional record publishers and published Ghosts I-IV on the internet. Cutting away the middle man and production costs of printing and publishing CDs, you can buy the whole album for anywhere from $5 to $300 depending on how much additional shit you want - or just download the first 9 tracks for free. Click the link or the picture below to go buy your own copy.

Granted, The Slip being Nine Inch Nails’ 27th release, Reznor doesn’t exactly have to worry about the money anymore; a career that long is bound to have produced a penny or two for those rainy days. The apparent success story of Ghosts I-IV(which made $1.6 million in the first week of release) despite the widespread piracy of the album isn’t as resounding an affirmation to the benefits of such liberal distribution methods as one might think; Nine Inch Nails has a rabid fanbase who would sell their souls to get the latest release. Smaller bands attempting to emulate Ghosts I-IV’s success would likely be in for a rude awakening.
Regardless, it’s interesting to dwell on the notion of alternative means of publishing. In the music industry, Radiohead and NIN are spearheading an increasingly popular(to the fans) move away from traditional record labels. Given that we live in a time of exponentially developing technological means, why hasn’t the publishing industry gone the way of the dinosaur?
Self-publishing works about as well in the literary world as it does in the music world. It’s expensive to print out physical copies of your book and the end result often ends up looking amateurish. Aside from the odd success tale which owes more to opportune movie deals than genuinely great writing, there hasn’t been much to motivate aspiring writers to take on the prohibitive costs of self-publishing.
Electronic publishing is another alternative of course, but there’s no mp3 equivalent in the field of literature. Music is intangible by nature and infinitely better suited to an electronic media. I personally can’t imagine reading books electronically, though some of the new e-readers do look tempting.
So maybe these alternatives aren’t optimal. They’re still alternatives - if all writers do is bitch about the publishing industry, why don’t they do something about it? Why aren’t they exploiting these alternatives and carving a path away from the traditional powerhouses of the industry?
The answer is simple - it’s not a question of risk analysis, cost efficiency or even of how many copies you can afford to publish by yourself. It’s a question of marketing. Without a publisher, you quite simply cannot reach a sufficiently large audience to make writing a viable means of sustaining yourself.
A publisher doesn’t just print your book, they let the world know it’s there. There is such a plethora of novels being published annually that no one can possibly know which ones most deserve your hard-earned $8.99. A publisher uses its network of editors, marketers and corporate partners to make sure your novel gets out there, is heard about and reviewed. It’s the marketing people who drive the publishing industry, who tell consumers what they need to read and who make sure that the books they’ve invested time into sell. Considering they’re able to sell all sorts of shit to people, it’s no wonder the marketers of the publishing industry are so keen to stay where they are:
Indeed, whether they begin their career in publishing or not, the industry seems to be a relatively happy place for most with the exception of an agent who says “every sale I make is like getting a root canal.” Just about a third (32%) “never” consider leaving and another 18.5% feel like throwing in the towel only when the season changes. The department with the fewest flight fantasies is marketing. Almost half (45.5%) “never” consider leaving the publishing industry and 44.1% report their departmental choice is “a perfect fit!”
-Source: Publishing Trends - Industry Survey 2007
What does this mean for those of us whose samples or completed works are deemed unsellable? We’re shit out of luck. No marketing means no sales. No sales means no income. No income means get thee to a fucking dayjob, you cross-eyed, basement-dwelling hack.
I wonder how some of the various best-seller lists would look like if there was no such thing as marketing. If there were no advertisements, no brands, no merchandise, promotional freebies or arranged interviews on daytime talk-shows. I’ve got a feeling they’d look a hell of a lot different than this.