Ebooks: What do Mark Twain and ‘Fifty Shades of Grey’ have in common?

‘New ways’ of publishing have roots in subscription services that are centuries old

Mon, Jul 14, 2014, 10:58

The stand-off between Amazon and Hachette has caused uproar in the publishing world in recent weeks. With the other major publishers soon to enter into similar negotiations on pricing with the online giant, big questions about interdependency in the modern bookselling market are being asked.

It is worth remembering amid all the talk of who needs who the most that authors are the only essential part of the book-creation process. This is especially true today, where self-publishing platforms and social media enable authors to go it alone if they so choose.

From independently published romance novels, to sites such as Wattpad with its legion of young adult writers, to a resurgence in online magazines championing sci-fi and fantasy short stories, technology gives authors the tools to issue material when and as they want.

But if digital publishing brings freedom for authors on the one hand, it is also exerting more external influence than ever before in the guise of the reader. Where a book might have been lucky, or not, to get a handful of reviews two decades ago, the internet gives every reader the opportunity to publicly voice their opinion.

Readers are being empowered as the value chain of traditional publishing continues to change. Crowdfunding has become popular in various cultural arenas in recent years, with sites such as Kickstarter helping to support a range of both fringe and more established projects across theatre, film, literature, technology, art, design and music. Niche crowdfunding sites for books such as the UK-based Unbound and its US counterpart, Pubslush, aim to undercut traditional publishing models by purporting to offer new ways to bring readers and writers together. Or as the blurb on Unbound’s website goes: “We think people who love books – primarily readers and writers – deserve a say in what does or doesn’t get published.”

Pursuit of royalties

These “new ways” of publishing have roots in subscription services that are centuries old. Displeased with the royalties from earlier work, Mark Twain started his own subscription service with his nephew in the late 19th century. The first book they published was the autobiography of US president Ulysses Grant, in a two-volume set shortly after his death. With an inspired sales strategy that saw agents, many of them civil war veterans, go door to door in uniform prior to printing, The Personal Memoirs of Ulysses S Grant was a huge success, selling more than 350,000 copies.

Monthly magazines and quarterly reviews publishing short fiction and literary comment are seeing a revival due to online platforms supported by funds from readers. Fireside, a monthly multigenre fiction magazine in the US that espouses fair pay for authors, recently generated more tha n $25,000 for its third year of publication.

Crowdfunding and fan fiction are egalitarian and commendable developments in one sense, but what is happening to author identity and individuality as a result?

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