I went to an attorneys turned authors panel sponsored by my law school today and one of the authors was speaking directly to the idea of writing for the market in this fragmented entertainment world. He worried about the young adult population no longer reading books, but that is why BookTok has become such a revelation. My sister is an alumni advisor for our sorority and she told me how many 20 year olds have told her they read a book because they saw it on TikTok. Thank you for your insight into the publishing process as always.
Not Taylor Swift related but I really appreciate that you brought up bookstore deserts . I think that often gets lost in the “why wouldn’t you support an indie bookstore” conversation. I love that Target has books available for people.
I wasn't sure if I would get any takeaways from this but I appreciate the following:
"Additionally, where there are bookstore deserts, there is Target."
Although I had come across this notion both in Alabama and New York, it underlines the importance of Amazon from an author's perspective.
"I support indie bookstores, but I know that 75-80% of books are bought through Amazon."
True, although there is the comfort of strolling through a bookstore, there is also the ease of finding the exact book you are looking with the guarantee that with a click of a button it's on your device or on it's way. Bookstores might have to lean into experiential opportunities instead of depending on the old model of only curating and selling books.
"Taylor Swift isn’t looking to get on a bestseller list."
We're sold the idea of the bestseller but is it what I want as a writer? What does it mean in the long term to be a bestselling author especially when you write for an underserved niche? In the case of Taylor Swift, she doesn't need the title, she already has her audience and has created something for them which goes back to the first point: Target. Some of her fans can't afford to go to her tour but they, or a family member, can purchase the book. Genius.
The exclusivity with Target is brilliant - I can foresee people lining up to get it like it's the pink Stanley cup craze all over again lol. I do think this works best with major celebrities/large platforms though. My worry (and I'm happy to be wrong!) is that with smaller platforms, the exclusivity would just cause annoyance for most potential buyers and might backfire.
Love this post! And I have so many questions about Taylor Swift's book. Of course, of course she's publishing it herself. Why didn't we see that coming? (Well, many probably did.) It makes so much sense. (And I kind of love it. Middle finger to the Big 5 and all.) But who is printing it? What's the first print run going to be? (Massive!) Will there be a second? Because we all know it will promptly sell out. And you probably couldn't pay me a million bucks to go in person to Target that day.
They probably made a deal with a book packager; the book is likely being printed overseas (honestly, it is probably done and shipping now). Her people + Target know the demand for this, so I imagine they printed accordingly.
"some publishers should form exclusive partnerships with retailers for particular books."
Kensington has done this with B&N for some cozy mystery series, giving B&N an exclusive for the first 3 months (I think), in both pb and ebook formats. Must be working, as they are continuing to do it, though not for all cozy series. I don't know how they chose the participating books, or whether they're doing something similar with other genres.
I went to an attorneys turned authors panel sponsored by my law school today and one of the authors was speaking directly to the idea of writing for the market in this fragmented entertainment world. He worried about the young adult population no longer reading books, but that is why BookTok has become such a revelation. My sister is an alumni advisor for our sorority and she told me how many 20 year olds have told her they read a book because they saw it on TikTok. Thank you for your insight into the publishing process as always.
Lol would ANY of us turn down a Target exclusive deal? Doubtful. I know I'd jump for joy :)
Absolutely not!
I immediately sent it to my family group chat as a birthday gift idea- this is a time I enjoy having a late November birthday!
Not Taylor Swift related but I really appreciate that you brought up bookstore deserts . I think that often gets lost in the “why wouldn’t you support an indie bookstore” conversation. I love that Target has books available for people.
The most important takeaway from this, I feel, is the direct to readers approach. Go where the readers are and reap the rewards!
Appreciate the TSwift highlight and pragmatic book talk. And yes, here’s to BookTok making readers out of scrollers.
Swift did this with the Eras Tour movie too—exclusive deal with AMC, if I remember correctly
I wasn't sure if I would get any takeaways from this but I appreciate the following:
"Additionally, where there are bookstore deserts, there is Target."
Although I had come across this notion both in Alabama and New York, it underlines the importance of Amazon from an author's perspective.
"I support indie bookstores, but I know that 75-80% of books are bought through Amazon."
True, although there is the comfort of strolling through a bookstore, there is also the ease of finding the exact book you are looking with the guarantee that with a click of a button it's on your device or on it's way. Bookstores might have to lean into experiential opportunities instead of depending on the old model of only curating and selling books.
"Taylor Swift isn’t looking to get on a bestseller list."
We're sold the idea of the bestseller but is it what I want as a writer? What does it mean in the long term to be a bestselling author especially when you write for an underserved niche? In the case of Taylor Swift, she doesn't need the title, she already has her audience and has created something for them which goes back to the first point: Target. Some of her fans can't afford to go to her tour but they, or a family member, can purchase the book. Genius.
My apologies for the essay, lol.
Don’t apologize! I truly appreciate your insights.
The exclusivity with Target is brilliant - I can foresee people lining up to get it like it's the pink Stanley cup craze all over again lol. I do think this works best with major celebrities/large platforms though. My worry (and I'm happy to be wrong!) is that with smaller platforms, the exclusivity would just cause annoyance for most potential buyers and might backfire.
I agree! Anything that breaks Amazon’s chokehold is a good thing
The problem is, I really hate tiktok.
You don't have to like it, but you also can't deny it exists.
Love this post! And I have so many questions about Taylor Swift's book. Of course, of course she's publishing it herself. Why didn't we see that coming? (Well, many probably did.) It makes so much sense. (And I kind of love it. Middle finger to the Big 5 and all.) But who is printing it? What's the first print run going to be? (Massive!) Will there be a second? Because we all know it will promptly sell out. And you probably couldn't pay me a million bucks to go in person to Target that day.
They probably made a deal with a book packager; the book is likely being printed overseas (honestly, it is probably done and shipping now). Her people + Target know the demand for this, so I imagine they printed accordingly.
Wish I hadnt missed the Oct 18th platform talk!
So TS’s book won’t be available to people who live outside the US and don’t have Target? Or Target will sell online too and ship internationally?
Target ships internationally. I’m sure her team has thought this through.
Love your hot takes.
Also, are your office hours still happening Friday?!
Thanks! I have to switch office hours to 12pm EST this Friday.
Oh bummer! Ok did I miss that note? I had saved this time on my calendar all week. Was looking forward to it!
"some publishers should form exclusive partnerships with retailers for particular books."
Kensington has done this with B&N for some cozy mystery series, giving B&N an exclusive for the first 3 months (I think), in both pb and ebook formats. Must be working, as they are continuing to do it, though not for all cozy series. I don't know how they chose the participating books, or whether they're doing something similar with other genres.