I know this might come across as a weird parallel, but the ructions you describe reminds me of how the pharma industry reacted to the clampdown on doctor incentives and rise of digital marketing and social media around 2008-2012. There's also a lesson for publishing in how the prescription drug industry manages to make billions outside of America from product sales without the use of any consumer advertising (because it's illegal to do so).
When I was in college (in the 90s), I worked for a company that marketed pharma to doctors. I had to call doctor’s offices and pitch them to attend a dinner to hear about new drugs.
Publish fewer books!! YES PLEASE. I think this opinion is only unpopular with novice writers -- so many of whom are desperate to be "picked" but haven't done the work to hone their craft, understand how they might fit in the marketplace, or accept the marketing/PR burdens that now rest firmly on their shoulders. Not every book deserves to be published.
And it's WILD that publishers aren't doing more to advance their brands -- a Penguin Cafe!!! I'm already there...
Yes to « publish fewer books »! It may sound counterintuitive but so many books are getting lost in the deluge of publishing (and weak marketing), publishers might as well slow their rolls with publishing.
Brilliant post. I left the industry at the end of 2022 and had been banging on about much of this for at least five years prior. I found that those that are pushing to innovate were worn down by those determined to live in the past. The whole industry needs an injection of fresh talent.
I cannot believe that book publishers still remain so stagnant after all these years and after media has been slowly and blatantly vanishing. It's amazing that they believe the status quo still sells books and that they don't experiment much at all.
Thanks for another super important piece, Kathleen! As a former digital media entrepreneur (sold my company in 2018 and prior spent my career in magazines and books), we HAD to be innovative and go to where the readers were b/c when you first flick the lights on, you don’t have the uniques/visitors that advertisers demand. Out of the gate it forced us to do things differently, to work directly with select brands that believed in our mission, and to engage directly with readers via our ownable experiences -- and it grew a totally viable and strong line of business. Not saying it was easy or that profits were jacked, but there ARE other ways of doing business. I see a ton of resistance to business innovation in publishing and an eagerness to underpay and blame staff who wants/understands the necessity of change.
Brilliant post. Just chiming in to say that my husband bought me a self-heating cup (an Ember) for Christmas and now I want to gift all my friends one. Game changer for sure. I'm glad someone else is out there spreading the good word.
Okay, the penny just fell into the slot. I checked on the Publishers Weekly bestseller list on Monday. It's going away. Announcement forthcoming. Wall Street Journal list went away last November. List making requires staff. Thanks for this.
I just emailed them again as Trade was updated and Hardcover. Several others have not been updated. So perhaps only MM is going away. The last email I received said this.
Hi Tina,
As of 2024, we will no longer be updating the mass market lists. An official statement for our website is in the works and will be posted soon.
Kathleen, wasn’t this a value list and product for PW? Not that best-seller lists are perfect (they’re not!), but when an industry rag ceases to provide data and research on their own industry, it indicates something is very wrong. Also USA TODAY brought theirs back (and we know it’s not heavily staffed or costing a ton), so are we going in circles here?
“There are varying opinions about media layoffs, but the crux is that brands significantly cut back their ad spending with media outlets. Instead, they rely on paid partnerships with influencers.” You are 1000% right and still authors ask me “Can’t my publisher take out an ad somewhere?”
Penguin Cafe would be amazing!
Brands are starting to do it. Why not publishing?
MERGING MARKETING AND PUBLICITY OMG. from your lips to publishing gods’ ears
Publishers should really hire me...
Another super vitamin fortified post. Thank you.
I know this might come across as a weird parallel, but the ructions you describe reminds me of how the pharma industry reacted to the clampdown on doctor incentives and rise of digital marketing and social media around 2008-2012. There's also a lesson for publishing in how the prescription drug industry manages to make billions outside of America from product sales without the use of any consumer advertising (because it's illegal to do so).
When I was in college (in the 90s), I worked for a company that marketed pharma to doctors. I had to call doctor’s offices and pitch them to attend a dinner to hear about new drugs.
My thinking is that this isn't dissimilar to pitching to book clubs to hear about new books.
Publish fewer books!! YES PLEASE. I think this opinion is only unpopular with novice writers -- so many of whom are desperate to be "picked" but haven't done the work to hone their craft, understand how they might fit in the marketplace, or accept the marketing/PR burdens that now rest firmly on their shoulders. Not every book deserves to be published.
And it's WILD that publishers aren't doing more to advance their brands -- a Penguin Cafe!!! I'm already there...
Brands are starting to lean into the cafe thing. Why not try it? It makes so much sense to me.
Please thank your daughter for her playlist !
It's pretty great, right?
Yes, I'm liking it. Has my favorite Daisy Jones song on it, which I'm listening to right now.
Hi. What is this? Is this some kind of coding issue? I can't read the article, there are all these weird garbles. is anyone else seeing this?
“I don’t”wadon't pay for it,” but th” truth
I wouldn’wouldn'tnown
not a journaljournalist'sbut the C-SuiteC-Suite's Somehow
but here’s there'sng: it is their job to highlight opposing voices because one person’sperson's “s ano”her person’sperson's”
I won’t suwon't
I just fixed it. It must be a coding issue because it was fine when I sent it. This happened to me a couple of weeks ago, too.
Wonderful, thank you, now I can see it.
So smart! Thank you.
Yes to « publish fewer books »! It may sound counterintuitive but so many books are getting lost in the deluge of publishing (and weak marketing), publishers might as well slow their rolls with publishing.
Brilliant post. I left the industry at the end of 2022 and had been banging on about much of this for at least five years prior. I found that those that are pushing to innovate were worn down by those determined to live in the past. The whole industry needs an injection of fresh talent.
I cannot believe that book publishers still remain so stagnant after all these years and after media has been slowly and blatantly vanishing. It's amazing that they believe the status quo still sells books and that they don't experiment much at all.
Thanks for another super important piece, Kathleen! As a former digital media entrepreneur (sold my company in 2018 and prior spent my career in magazines and books), we HAD to be innovative and go to where the readers were b/c when you first flick the lights on, you don’t have the uniques/visitors that advertisers demand. Out of the gate it forced us to do things differently, to work directly with select brands that believed in our mission, and to engage directly with readers via our ownable experiences -- and it grew a totally viable and strong line of business. Not saying it was easy or that profits were jacked, but there ARE other ways of doing business. I see a ton of resistance to business innovation in publishing and an eagerness to underpay and blame staff who wants/understands the necessity of change.
Brilliant post. Just chiming in to say that my husband bought me a self-heating cup (an Ember) for Christmas and now I want to gift all my friends one. Game changer for sure. I'm glad someone else is out there spreading the good word.
Thank you! I want the Ember cup--I looked at them the other day!
Okay, the penny just fell into the slot. I checked on the Publishers Weekly bestseller list on Monday. It's going away. Announcement forthcoming. Wall Street Journal list went away last November. List making requires staff. Thanks for this.
PW’s bestseller list is going away? Yikes.
I just emailed them again as Trade was updated and Hardcover. Several others have not been updated. So perhaps only MM is going away. The last email I received said this.
Hi Tina,
As of 2024, we will no longer be updating the mass market lists. An official statement for our website is in the works and will be posted soon.
Thank you for your patience,
Greg
Customer Service
From PW --Big Five Domination of Adult Bestseller Lists Slipped in 2023
https://bityl.co/Nn09
Services
1:48 PM (14 minutes ago)
to me
Hi Tina,
Yes, as of right now, we are only discontinuing the Mass Market List.
Best,
Greg
Customer Service
Kathleen, wasn’t this a value list and product for PW? Not that best-seller lists are perfect (they’re not!), but when an industry rag ceases to provide data and research on their own industry, it indicates something is very wrong. Also USA TODAY brought theirs back (and we know it’s not heavily staffed or costing a ton), so are we going in circles here?
I think bestseller lists are going to lose their luster. They already have. USA Today's is kind of useless at this point.
“There are varying opinions about media layoffs, but the crux is that brands significantly cut back their ad spending with media outlets. Instead, they rely on paid partnerships with influencers.” You are 1000% right and still authors ask me “Can’t my publisher take out an ad somewhere?”
Yes & it drives me insane. One lil ad is not gonna sell a damn copy.