There’s an old, old advertising maxim that says something to the effect that “you don’t sell the steak; you sell the sizzle.” It was true sixty years ago, and it’s even more true today… especially in F&SF.
At almost every science fiction convention or conference I’ve attended over the past five, possibly even ten years, there’s been at least one presenter or guru, if not a whole raft, insisting that the first step to becoming a successful author is, in essence, establishing a huge internet/social media presence. And there’s at least one very successful author in our field who’s done that, as well as a great number of other moderately successful authors who’ve also done the same thing. While I fully understand the rationale in this day of hype, personality, and instant access, I have to wonder what this does to the amount and quality of actual fiction writing.
On the one hand, if you want to be a professional author and paid for your work, there’s little point in writing something, no matter how excellent, if no one knows you’re writing it and if no one buys it because they don’t know it’s there. And, like it or not, with the tight margins in publishing these days, very few first-time authors get overwhelming amounts of support from publishers. This problem is compounded by the shorter window during which new books – by almost any author except those extremely well-established – receive attention from readers, bookstores, bloggers, and other media. In short, authors have to work harder to be visible.
The problem is that the nature of the internet is “instant.” If there’s not something out there practically every day, all too many readers lose interest. I’ve tried to avoid the posting every day syndrome by posting my blogs twice a week and by trying to make them “deeper” and not nearly so much about matters I regard as trivial. That’s not snobbery, but a recognition of my own limits. I don’t do light humor and personal trivia well, certainly not along the “cat on bacon” variety. Even so, posting blogs just twice weekly means that I’m writing 50,000 words a year for the website, and those aren’t words that are going into books. Both my editors and publicists have been able to see a certain effect from that, especially compared to authors of my vintage and style who have not established even a modest internet presence, but it’s difficult to quantify how much difference it makes.
Is that difference in sales because of the website, forum, and other internet efforts? Or is it merely because what I write is still appealing to readers? Both? Some of each? How much of each?
Then there’s the other question. How much are readers affected by a writer’s internet presence and persona? The other day I read a comment suggesting that one popular author [not me, thankfully] was a far better blogger than an author, but that was something that the author’s readers didn’t seem to catch, because, according to the blogger, the writer was a competent author and an outstanding blogger, and readers thought the author was outstanding in both areas.
My gut feeling is that the commenter is on to something, and that a good internet presence creates an impression of greater authorial ability than may exist, while a poor or non-existent internet presence likely has a negative effect – but only among readers who are active on the internet.
All that said, there’s a real question about the trade-offs. To what degree does all the effort to develop and maintain an internet presence detract from an author’s principal task, which is to write good and entertaining books? A website and blog, no matter how entertaining, won’t bring in much income, but if a new author isn’t an instant best-seller, without some form of vigorous self-promotion, he or she may not be around too long, no matter how good the writing. And then, once you’re established, what happens if you try to cut back on that daily and continuing internet presence?