… the push-model of book sales. Long before there was an Amazon, chain bookstores had cozy deals with publishers that sent most indie bookstores (now beloved in effigy by the left) out of business.
And then the left dominated publishing establishment had a brilliant idea. For decades they’d been trying to forecast failure and success, and failings. Books they pushed out the wazzoo (A river in Sundon’tshine) died on the vine when bookstores refused to stock them because the owners had read them. The books they had designated as to be ignored caught someone’s fancy, and suddenly were all over.
This was inefficient. It caused way too much printing that never got distributed, and much last minute rushed reprinting. (Even leaving aside how often people chose to read the WRONG things, something that started to matter more and more in the last two decades.)
So they came up with the push model. It was, from a certain perspective, brilliant.
That perspective is the one where the real world doesn’t really exist, so you don’t need to hear from it.
Because the managers of the big corporate bookstores ALSO didn’t read, they took instruction beautifully. So the publishers could say “you’ll take 100 of x and 2 of y” and they DID.
For a little while it worked beautifully, in the sense that there were no surprise bestsellers, (and publishing houses hated those. I know someone who unexpectedly sold out her print run in a week. The publishing house took the book out of print. No, seriously.) and the books that got seen and talked about were picked by the publisher. (BTW this wasn’t even always or primarily political. Sure, that existed too sometimes, but mostly it was the crazy fads that publishing convinced itself of. For instance, sometime in the mid two thousands they convinced themselves no one wanted historical mysteries — they weren’t selling, true, probably because they were on NO shelves — but everyone wanted “chick-lit mysteries” that had covers with lots of shoes and dresses and whose plots were “Sex in the City with murder.” I remember trying to find something to read, giving up and going to the used bookstore (then a hundred miles away in Denver) for my mystery fix.)
Of course, they sold less. In fact, as time went on and people got out of the habit of going to the bookstore, because there was never anything they could find to read. I mean, I remember being chased from Science Fiction to Mystery to finally History, to at last the sort of “utility” book you find in the discount bins you know “a chart of history” type of thing just to find something to buy on our bookstore night.
Then we gave up.
Eventually the broken feedback mechanism gave us the demise of Borders — and B & N is not feeling so good itself — and a yawning, desperate chasm in customers’ need for books that meant the way was wide open for Indie and Amazon. Even the early badly proofed indie books were like a breath of fresh air because for the first time I could read outside the trends being pushed.
Sarah Hoyt, “Breaking the Gears”, According to Hoyt, 2018-01-03.
March 25, 2020
QotD: The broken feedback mechanism that brought down the chain bookstores
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