I’m not in the this business to make art; I’m in it to make money to buy art.
–Producer Joel Silver
More similarities between publishing and its West-Coast cousin, the movie business:
- They have a star system that caters to those who generate the most business. Hollywood suffers from “sequelitis.” It needs brand names, either “bankable” actors or the titles of series, billion-dollar “franchises” like science fiction epics that begin with the word Star or include the name Harry Potter. You know when the stars in publishing’s firmament have a new book, because their names pop up on bestsellers lists. The most visible celestial body? James Patterson, who, with the help of coauthors, had nine books out and made $70 million last year. His publisher has earned the right to change its name to Big Brown.
- They want big openings. Although the first weekend’s income from a movie rarely determines how much it will ultimately contribute to the bottom line, a big opening weekend is a good portent. Books can also start slowly and become bestsellers, but the explosion of sales when books by stars are published catapults them onto bestseller lists.
- Publishers and movie studios make editors and producers who generate enough profits intrepreneurs, in-house entrepreneurs. Studios support producers while they develop projects for them to distribute. Publishers give editors their own imprints so they can publish what they want and benefit from the sales, marketing, and production resources of the house that sustains them.
- They have a parallel release pattern. Movies in theaters are like the hardcover and ebook publication. DVDs, pay per view, and Netflix, like paperback editions, follow. Finally, they are on cable and network television, and sold in stores that mark down DVDs and sell remainders and used books.
- They recycle what they produce in as many forms, media and countries as they can, and have a growing international audience.
- They rely on their backlist for part of their income. Movie people call their backlist the “library.”
- They are dependent on chains that are replacing single-screen theaters and independent bookstores which struggle to survive.
- They create synergy. Publishers test-market books for Hollywood, which buys many books for the screen. Bestsellers sell movie tickets, and when movies succeed, they can make books bestsellers or return them to the list as it did for Eat Snooze Love. A portent: Relativity Media, which will film Nicholas Sparks’s new book, Safe Haven, is promoting the book, online and off, even though they don’t even have a screenplay yet.
- They have an insatiable craving for fresh ideas, new writers and good writing. Newcomers are more likely to make their way in the system by starting out producing their own work or with independent publishers and producers. But when they’re ready for the big time, the big companies will welcome them with open arms and wallets.
Write to meet the needs of the marketplace and sooner or later, you’ll get where you want to go.
The Third San Francisco Writing for Change Conference: Changing the World One Book at a Time / November 13-14, Hilton Financial/Chinatown / www.sfwritingforchange.org / Keynoters: Dan Millman (The Way of the Peaceful Warrior) and John Robbins (Diet for a New America)