Entrekin

Yesterday, I talked about how I thought a bookstore like Barnes & Noble might survive. How the retail model seems busted to some extent.

I fear my solutions to the problem seemed vague. I thought I’d fix that.

I think we need to remember that books are not stories, and vice versa. That reading is as much about the experience as the object being sold, and as such, retail publishing must change to meet new needs of the market.

The market needs a few things, based on what is changing. The biggest change is the proliferation of digital in an almost completely analog environment, but that provides both challenges and opportunities.

As I see it, what the market really needs is simple:

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Big publishing news: Barnes & Noble, as a corporate entity, has put itself up for sale. It’s probably not big news to anyone watching the publishing industry in general, lately. B&N’s nook has a more aesthetically pleasing form factor than the Kindle, but its interface–which runs a version of Google’s Android–is clunky at best, its input system awkward, its overall experience lacking.

The only other experience it offers, unfortunately, is coffee, really.

No, seriously, consider a Barnes & Noble. Or a Borders, for that matter. With so many new books published at such an incredible rate, do you really think that’s where they make their coin?

I live in Manhattan, basically. There are a bunch of Barnes & Noble stores. Why do I go to them?

For the bargain-priced hardcovers (which are mostly remainders, and which I’m pretty sure B&N makes no money on), for the free wifi, and for the author events.

Other than that, I’ll find someplace else. If I want to buy a book, I either go to Amazon’s Marketplace or the Strand.

The reason Barnes & Noble is floundering is because the business model of selling books is starting to make less sense as more retailers find new ways of doing it. iTunes is now the nation’s leading retailer for music, purchases from which, by extension, must be digital.

One wonders if we’re on our way there now.

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First, a big thanks to anyone who filled out a survey. It helped me out a great deal, both in terms of my class and in terms of my plans.

Second, if you haven’t by now watched the teaser video for Meets Girl in the previous post, go ahead and do so now.

I tweeted a picture of the cover, and then posted this video. A lot of questions came up, most of which boiled down to “All right, it’s pretty, and I’m excited, now how do I get the damned thing, Will? You’re killin’ me, Smalls!”

The answer is simple:

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Last week, I had a few hours’ break at work. I’m now working at the Equinox gym on 12th and Greenwich, which may well be the premier and largest, most active gym in America; I think we get thousands of members coming through every day. It’s a really nice gym, too; I worked at Easton Gym Hollywood while I lived in LA, and it was a small, private, boutique gym–Equinox has that same private, boutique feel but is probably four times as large.

Working on 12th and Greenwich puts me in the heart of the Village, and so, with a few hours off, I made my way just a bit north and east, to Barnes & Noble Union Square, which is even larger than the B&N at the Grove in Hollywood.

Going there made me think a lot about books. Not just because I was surrounded by them.

Used to be, if I went to a B&N, I couldn’t leave without an armful of books. Last week, I had no inclination to buy any at all, and not just due to lack of fundage. Lots of books getting some buzz: I know I need to read The Girl with the Dragon Tattoo relatively soon, but otherwise? I heard a lot about The Imperfectionists, but I browsed it and didn’t make it past the first half-dozen pages, after which I gave up out of boredom.

This troubles me.

I used to read a copious amount of books, read books the way some people chainsmoke, beginning a new one even before I’d finished the previous one, letting the last few pages of one blur into the first few of the next.

Lately, I haven’t been so interested.

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When I took that USC Business of the Business course, our final project was a business plan. It included all the sections necessary for reasons of profession and information: executive summary, financials, market survey et al..

I’m not going to pretend I can make that interesting.

It was the first business plan I ever conceived, and I tried hard but had difficulty with the course overall, which translated to difficulty with the final project. I knew how to query; I got requests for partials and polite rejections all the time. I’m reasonably good at pitching when I’m not so nervous my heart flutters. When it came time to name competition, I had trouble; I’m a writer, and don’t tend to think in terms of competition. Are Meyer and Brown competition? Part of me hopes so, because I’m about a thousand times better than either, but sometimes the market seems not to care about quality.

That’s a digression.

Part of what was hard for me was thinking of my writing so specifically as a product. Comparing my books to others. For me, it doesn’t; I write them because nobody else did and I wanted to read them.

That’s not what a business plan wants to hear.

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During my final semester at USC, I took a course called “The Business of the Business” with Paula Brancato. Paula is, I think, mainly a writer/producer/entrepreneur. She had an MBA from Harvard Business School, and she’s a small, attractive woman with a quick bob and big, dark eyes. She’s both insightful and incisive.

When I took that course, it was small; by the end of the semester, I think there were only a few students still in it. Part of it was, I think, that the course had been structurally changed; rather than meeting once per week, on a weeknight, like most other courses in the MPW program, we had to truncate the schedule so that we met one Friday evening and all of one Saturday one weekend per month. Paula traveled back and forth to attend.

To back up just a bit, one of the main reasons I chose USC among scores of MFA programs I considered was that it wasn’t an MFA. While it offered fiction workshops for beginning and advanced writers alike, it also offered courses that concerned themselves with publishing as a business endeavor. Each workshop I took, at least to start, not only got us to produce two solid short stories during a brief summer semester but also required us to research markets and write query letters and submit letter and story to editors for publication. I’m sure a lot of my colleagues got their first sales that way.

I didn’t. My first sale was directly to readers.

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A few weeks ago, big news around publishing was that The New Yorker had come up with a Twenty under Forty list, which was ostensibly meant to increase commenting by increasing controver–er. I mean, it was supposed to tip the New Yorker’s top hat at a small group of writers the illustrious, uber-prestigious publication deemed worth mentioning as either writers to watch or writers who were having some effect on literature. I can’t find the list, but I located some commentary on it on their website.

It’s full of the usual names of the young-ish literati. Jonathan Safran Foer, of course, as well as his wife, Nicole Krauss. Gary Shteyngart and Joshua Ferris. Lots of others.

Not really an interesting list. The mag might as well have said “Here’s a random list of forty young writers whose short stories we’ve published over the last decade, or whose books we’ve breathlessly reviewed. Now allow us to pat ourselves on the back for honoring the new literati.”

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Crash-course preamble: before Apple announced the iPad, it spoke to many publishers about providing content for its new device, which it hoped could be used as an e-reader. Perhaps hoping that the iPad could somehow do for books what the iPod did for music, many publishers–including the six largest corporate publishers, who include companies like Harper Collins and Penguin–made arrangements to distribute content via the new device at a price point of $14.99, 30% of which Apple retained. This seemed a coup for publishers, and flush with excitement over the deal, Macmillan decided it was going to use its new leveraging power to re-negotiate terms with Amazon and its Kindle, where e-books tended to run $9.99 when published by the big six. Why, Macmillan figured, should it accept $9.99 when it could charge $14.99 (nevermind that $14.99 is, at this point, mythical, given that the iPad right now only exists on Steve Jobs desk. So far as I know, we can’t even pre-order it yet)?

Amazon held firm to its price, and then a couple of old white guys fought like only the knew how, by digging in their heels and refusing to budge. If John Sargent and Macmillan were going to refuse their pricing scheme, Jeff Bezos and Amazon decided, well, they no longer needed to sell Macmillan books. Which included a lot of imprints, like TOR, Forge, ROC, and myriad others.

And readers, who tend not to care so much who publishes their favorite authors so long as they can buy the books, got hurt. Collateral damage.

Writers? Hurt too. Because most authors have no control over those sorts of things. Certainly not over how much their books cost.

The resulting mess and its Twitstorm highlighted the bigger issue, which is digital distribution, pricing, and information. The appropriate cost of an e-book is endlessly debated because the market is still nascent and nothing has yet emerged as the “right” price point. When Apple’s iPod came out, it established price points: 99 cents per song, $9.99 for most albums, with some bargains thrown in.

Apple came late to the e-book party because Steve Jobs didn’t want to admit he was wrong when he declared “Nobody reads anymore” several years ago. Also because, of course, he wanted to get it perfectly right. That’s what Apple tends to aim for (whether the iPad manages the feat is still anyone’s guess. My thought is close, but not yet). Amazon got to set a price–$9.99–that was widely but not universally adopted. I didn’t hear much about publishers grumbling over the price; all I really heard then, mostly, was publishers hoping to be saved by the Kindle.

For my money, I think even $9.99 is too high. I tend to think e-books’ price should fall around the price we’ve always paid for mass market paperbacks: ~$7.99 or so. Over here, Jeff Vandermeer notes why he thinks the mass market paperback analogy doesn’t work, but I’m not convinced by his argument, if only for the fact that he bases his argument on the mass market paperback business model–i.e., that a book needs to sell a lot of hardcover copies to justify the bulk order of paperbacks–which for me doesn’t make sense because why are we talking about printing books?

I understand why the publishing industry feels the need to justify its own existence. I’m just not sure it can.
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Those of you who’ve read my “The Trouble with Blogging post know that this is something I’ve been thinking about. Hell, it’s part of the reason I’m doing an MBA.

Right now, I’m teaching my students about structure and plot using Harry Potter and the Sorceror’s Stone as a demonstration of a Hero’s Journey plot archetype. Reading it, I’m rediscovering just how excellently Rowling hits every plot point and necessary element note for note, from the Call to Adventure to the Crossing of the First Threshold etc. Harry Potter is really an excellent example of someone who becomes a hero; he certainly doesn’t start out that way. Yesterday, while teaching, I was asking my students what makes people heroes. What do we look for as a demonstration of heroism?

One mentioned worthwhile purpose, and intention.

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Not a book deal. Yet. Hopefully soon there. Querying and such.

Sitting there in Miami airport, which currently has free Google wifi that doesn’t actually work, or didn’t on my iPhone. My phone goes off with a number I don’t have stored in my contacts. Usually I let such calls go straight to voicemail. Usually it’s a creditor or something. I’m a writer, so payment due dates are like deadlines, both of which I love for the whooshing sound they make as they shoot past.

I’m glad I didn’t. It was the chair of the English department at the college where I’m currently teaching composition. Or was teaching composition last semester. There’s been a lot of alteration to my schedule; when they asked me onboard, they offered me two classes, but they only had one for me by the time the semester started. I took it anyway. This semester around, they’ve switched me out of not one but two classes. I get it, of course; there are a lot of other faculty members who have been there for ages, so seniority gets dibs. I’m still a new guy, only having been there for a semester, and it’s not like I’m tenured or anything. Technically, in fact, I’m still an adjunct instructor, and not a professor, even though they still call me a professor.

The chair told me there was good news and bad news. The bad was that they had shuffled me out of the composition class. I was disappointed by this; they had begun me in one only to shuffle me into the second-half of my first semester class, which I was actually looking forward to as a challenge; I’ve never taught a two-semester course. Never had any student for more than one semester.

The good news, though, was that they had a prose fiction course offered. Which is, like the composition course, a part of the core curriculum, but which is an actual literature course.

This is ludicrously exciting for me. Then again, I’m a giant geek, so of course it is.

I’m leaving in a moment to discuss the syllabus and book choice with the chair. So far I’m hoping to use a few stories by Poe, one by Hawthorne, Fitzgerald’s The Great Gatsby, Stephen King’s Night Shift and Different Seasons collection (for my money, the finest collections ever published, in any language), and J.K. Rowling’s Harry Potter and the Philosopher’s Stone. I think this will work. I know Gatsby will fly, and I saw a few other syllabi include both A Thousand Splendid Suns and What We Talk About When We Talk About Love, both of which are rather contemporary and the former of which is decidedly popular (if not exactly genre), but I have a good feeling.

I have a great feeling, in fact. This is gonna be fun.

Edit to add: All books approved. Also given a big book of short stories I can select from. So there’s my week/end.