This past weekend, as announced on the website here, I was at the Phoenix Comic Fest, where I was selling my books at Bard’s Tower, and doing some panel appearances. With me at the booth were Mercedes Lackey and Larry Dixon, Alan Dean Foster, Jody Lynn Nye, Melinda Snodgrass, David Butler, Christopher Husberg, Mark Gardner, Kevin Ikenberry, Amity Green, and Brian Lee Durfee – an array of writers ranging from old-timers to rising young authors.
So why were all of us at a “comic fest”?
Because of the dramatic change in the publishing world. Twenty to twenty five years ago, Tor –and other publishers – used to tour quite a few authors fairly often, and I was one of those toured. I was on the low-budget tour. Tor would fly me to a city, give me a formal signing or two each day, and I’d use the rental car to visit every bookstore I could get to where I wasn’t doing a formal signing so that I could talk to the staff and sign whatever stock they had of my books. I’d also leave a bound bookstore/press packet with glossy photos of covers of most of my books with a brief description, as well as other information that the bookstore would find useful. There were times when I’d visit ten to fifteen bookstores in a day, in addition to the formal signing. It worked fairly well back then.
It doesn’t work now… not unless the author is literally selling at least a few hundred thousand copies of a book, and it doesn’t because: (1) the number of bookstores has dwindled drastically; (2) e-books have grown considerably; and (3) despite what everyone contends, electronic book piracy has reduced paying sales without increasing overall sales. In addition to that, tours and book signings offered a venue where authors could meet readers and interest them in books and authors they hadn’t previously read. But because tours are no longer even remotely close to break-even exercises, except for high best-selling authors, publishers don’t tour nearly as many of their authors as they once used to do.
So… how do authors get new readers? Some invest heavily, both in time and money, in social media and an online presence. But as several newer authors I know have discovered, sometimes a huge social media presence doesn’t translate into sales. In fact, on a percentage basis, success through a social media presence is relatively infrequent [but, if I’m being honest, I have to admit that only a small percentage of would-be writers ever turn out to be commercially successful]. At a comic-con or a comic fest, however, there are thousands of people, many of whom are readers, and there’s a good chance to meet some potential new readers… and right now, it’s one of the few person-to-person venues left open to authors… which is why I – and other notable authors – appear at them.
The market’s changed, and if we don’t adapt with it, in some fashion, we’ll become less relevant. Besides, I had a good time talking to those readers, even when they didn’t buy my books.