The other day I was talking to my editor, something I attempt to do weekly, and in discussing the industry he made the observation that hardcover sales were largely holding on, overall, although this varied to some degree by author, and that the explosive growth of ebooks had stopped, with a very slight increase in overall sales last year, while the sales of mass-market paperbacks had continued to decline far faster than the sales of ebooks had increased. In my own sales, I’m seeing a modest increase in the combined sales of hardcovers and initial ebooks, although the percentage of hardcovers is declining slightly while the percentage of initial [i.e., higher-priced] ebooks is increasing. The sales of ebooks sold at the “paperback” price continues to increase, but not as much as the sales of mass-market paperbacks have declined. On the other hand, ebook sales of older books have strengthened, largely because, I suspect, few bookstores carried new copies of older paperbacks, and readers who want those books are turning to ebooks.
Obviously, I can’t speak for other authors, but what I’m seeing suggests that a strong backlist may become even more of a necessity, at least for those authors who do not become instant, or near-instant, mega-sellers. The problem for newer authors, of course, is how to get published enough times so that you have enough of a presence in readily accessible venues, largely internet these days, so that readers who have not read you will see your name enough to want to try your work. The associated difficulty is making certain that the venues where your name appears are venues that appeal to those who will like your books. This can be anything but easy. For example, there are several forums where the forum-leader [for lack of a better word] or leaders are inclined to be favorable to my books, but from both the tenor and volume of the comments, it’s fairly apparent that either a great number of the forum frequenters are not… or that those who do like my books refrain from commenting… and I‘ve never been able to ascertain more than the obvious fact that some frequenters of those forums and sites like my books and some don’t. I hope for the dominance of the silent readers who like and buy my works while continuing in all ways that are feasible and cost-and-time effective to maintain a certain visibility… but that’s far easier for an established author than a newcomer with only a book or two out there.
I could name a handful of relatively new authors who have been incredibly successful in building sales through an internet presence, but they all seem to have a very good and accessible sense of humor, both in print and in person. I can also name a number of authors whose careers have essentially vanished because their public presence is almost non-existent and their personal appearance and presentation are less than stellar, and some of them are technically better writers than others who have continued to publish and sell. Yet I can also name at least one best-selling author who has essentially no public presence outside of the books and whose personal appearances have often been reputed to be disasters to the point that the author’s publisher prefers not to tour the author.
All of which goes to show, I suppose, that continuing success in writing doesn’t ever boil down to a magic formula that any new or would-be author can follow to the letter and gain success. But then, hasn’t this always been the case?