In this week’s issue of Publisher’s Weekly, they have their annual report on the bestsellers of the previous year. I always enjoy reading about it and discussing it with authors, because nothing gives perspective more than a number. You see, authors like to talk about having books “sell a million copies,” and I’ve frequently seen proposals in which writers make wild promises about selling millions, since the audience for a particular topic is considered huge. (“There are 246 million people with dandruff in this country! There’s a ginormous market for my book on hair care!”)
But then every spring PW releases its report, and everyone gets a dose of reality. How many hardcover novels sold a million copies in 2013? One — Dan Brown’s Inferno. How many hardcover nonfiction books sold a million copies? Three — Bill O’Reilly’s Killing Jesus and two of the “Duck Commander” books, Happy, Happy, Happy and Si-Cology. How many trade paper books sold a million copies? One — and it was released decades ago… F. Scott Fitzgerald’s The Great Gatsby. There was only one mass market book that sold a million copies, proving that this formerly big-number format is quickly dying off, replaced by digital books — George R.R. Martin’s A Game of Thrones.
On the children’s side, there were a handful of books that passed the million mark. Jeff Kinney’s Hard Luck: Diary of a Wimpy Kid #8 sold more than three million copies, and was the biggest seller in one format of any book sold last year. But Veronica Roth’s Allegiant and Insurgent, Rick Riordan’s The House of Hades, and John Green’s The Fault in Our Stars also hit the mark. (Two other titles probably did: Marcus Zusak’s The Book Thief and Dr. Suess’ Green Eggs and Ham, but the numbers are unclear because of several factors.) Still, when it comes to print copies, that means there were all of thirteen titles that sold a million copies last year. And there were roughly 250,000 books releasing in print last year, and approximately five million books in print for sale. Thirteen books. Makes one pause to think, doesn’t it?
On the positive side, more hardcover novels than ever (a total of 251 different titles) hit the bestseller lists than ever before. But on the negative side, the list of hardcover fiction that sold more than 100,000 copies comes to just 89 titles — the lowest I’ve ever seen. Also on the positive side, there were a bunch of Christian titles on the various lists. But on the negative side, of those 89 hardcover novels that sold more than 100,000 copies, only ONE was from a first-time author. In other words, the best way to be a bestselling author is to have been a bestselling author last year. Sigh…
The ebook sales in PW are harder to discover. PW relies on publishers to send them figures, so self-published books (and, let’s face it, most small e-publishers) simply aren’t included. There were only two ebook titles that, according to their study, sold more than a million copies: Dan Brown’s Inferno and Gillian Flynn’s Gone Girl. With the proliferation of indie publishing (whether by the author, an author co-op, or by a small independent press) we’re in a state where getting complete numbers is nearly impossible. And, I’ll admit it, while I’m very supportive of indie publishing, I tend to discount what some of them report. For example, on Randy Ingermanson’s wonderful “Advanced Fiction Writing Blog,” during a discussion of Hugh Howey’s interesting “Author Earnings” article, Mr. Howey came onto the site to say that he knew of “several (indie) authors who sold multiple millions last year.” Um… I doubt that. Randy’s own analysis (the guy has a PhD in quantum physic) was that there could theoretically be two authors who sold a couple million ebooks, and another handful that sold a million. So the irrational exuberance of claiming to know a bunch of authors who all self-pubbed and sold “multiple millions” may be encouraging to author wannabe’s, but I don’t think it’s accurate.
That said, if you take a look at the article in PW, you’ll see some really good news: the overall number of ebooks reported, even though it’s basically from traditional publishers, reveals that more books are selling than ever before. The explosion of ebooks and self-publishing has been a fabulous step for authors, even though we’re all still trying to figure out how to track the numbers and understand the new systems. Sure, there’s been a migration away from mass market books to Kindles and Nooks and iPads, but the overall numbers of titles selling is greater (and hey, there are still a significant number of mass market titles sold). This is great news for authors — books are continuing to sell, more people are reading than ever before, there is a greater need for content, and there are more opportunities to publish and be read than ever before in the history of the world. What’s to complain about? This is the golden age of publishing, people.
And one last thought comes to mind as you look over the article… Publishing is very much like buying a lottery ticket. (Or, as Joe Konrath once put it, “Publishing is a carny game.”) Some people can work at it, study the probabilities, try their hardest, and never get anywhere. Others stop by 7/11 one day, drop a dollar on a lark, and find themselves living in Beverly Hills and driving a Maserati. Hey – life ain’t fair. But understand that’s the system. Writing is art, and I never knew anyone who felt the world of art was going to be easy. You pick up a paintbrush, take lessons, work with a mentor, practice, and work your way through a thousand canvases before you’re any good, and even then you still might not get noticed. Or you fall in love with the ballet, invest thousands in lessons, spend your life doing plies, and hope to latch on to a little dance company in Toledo. Or maybe you buy a used Stratocaster, invest in lessons, start a band in your garage, and play every school dance and grange hall in hopes of getting discovered. Occasionally something works — your band gets noticed and you’re offered a job as an opener for a headliner, or you get cast in a lead role that gets rave reviews, or your sculpture garners a headline in a major art magazine. You bust out. It happens. Sometimes it’s because of your great craft, your unique interpretation, or your artistic vision. Other times it’s dumb luck — your book hits the same time the culture happens to take an interest in your topic, or your title appeals to somebody at USA Today. That’s life — you do your best, and sometimes you hit the lottery. Or you don’t, in most cases, and you continue to work at it because it’s art and you enjoy it. But there’s no sure thing in publishing. Books are selling (more books than ever, thank God), and opportunities abound. I still think you’ll do better if you practice and get a mentor and learn something about the craft, no matter the success of Fifty Shades of Gray. But this year’s report once again shows there’s no guarantee to success — and some of our best writers may not be selling all that well. Still, there’s a chance of finding success, whether modest or great, and we do it because we love words. That, to me, is always the point of reading about the biggest successes in our industry.
To see the blog post from J.A. Konrath that I referenced above, go here: http://jakonrath.blogspot.com/2014/02/eisler-publishing-is-lottery-konrath.html