Jonathan Franzen doesnt think much of the modern book landscape. In a lengthy excerpt from his new book, recently published as an essay modestly titled Jonathan Franzen: whats wrong with the world, the National Book Award winner sneers at his wannabe peers as yakkers and tweeters and Braggers. But Franzens harshest scorn is for the monolithic online merchant Amazon.com, whose founder/CEO is described in apocalyptic terms:
Jeff Bezos of Amazon may not be the antichrist, but he surely looks like one of the four horsemen. Amazon wants a world in which books are either self-published or published by Amazon itself, with readers dependent on Amazon reviews in choosing books, and with authors responsible for their own promotion.
One author you wont hear complaining about this new world is Andy Holloman, because hes thriving in it. Holloman lives in Apex and works as a mortgage lender. He has also self-published two action-adventure novels, 2011s Shades of Gray and the just-released When His Dreams Take Flight.
Last year, Shades of Gray reached No. 1 on Amazons list for Fiction Mens Adventure and also cracked Amazons overall top-500. Holloman puts his sales at close to 10,000 copies, the vast majority in e-book form via Amazon, a feat almost any publisher would envy.
Holloman achieved this with promotions publicized through the social media channels Franzen rails against Facebook, Twitter and his blog. Amazon has a program in which you can temporarily offer free downloads of your e-book, and those giveaways count in its rankings. Climbing Amazons ranking is one of the surest ways to get the attention that drives sales.
I dont think whats happening now is nearly as dark and dreadful as what Jonathan Franzen describes, Holloman said. Me, I couldnt be happier with social media. The first year Shades of Gray was out, I sold 7,800 books and had a great time. It was way more fun than I thought it would be. Now youve got to have a good book, and it is. Not Pulitzer-winning or anything, but good. I couldnt be happier about it all. Amazons been very good to me.
Considering the options
Its never been easy to catch on with the Random Houses or Simon & Schusters. Lightning occasionally still strikes, as it did recently for 34-year-old Garth Risk Hallberg, who got an advance of nearly $2 million for his first novel earlier this month. But for most unknown first-time authors, a big-money advance from one of the big New York publishing houses seems more unattainable than ever nowadays.
If you want to be the next Stephen King or Pat Conroy, someone both well-respected and massively popular, its probably harder than it used to be, said Ed Southern, executive director of the 1,200-member N.C. Writers Network. But if it is, its just a little bit harder. Its always been monstrously difficult.
Down the ladder from the major publishers are university presses and smaller independent publishers like Durham-based Jacar Press. Most of these dont have the means to pay large advances (or any advances at all, in many cases) or underwrite high-dollar marketing.
Then theres author-financed self-publishing, which has exploded in recent years, especially with the rise of low-cost e-books. There are self-publishing success stories that dwarf Hollomans, such as Hugh Howey (a native of Monroe, N.C., who now resides in Florida).
In a recent Huffington Post essay titled Why You Should Self-Publish, Howey estimated hes sold 1 million books the past two years. Dust, the latest book in Howeys science-fiction series Silo Saga, also made The New York Times bestseller list this fall.
For those who go the self-publishing route, there are numerous companies to use including Raleigh-based Lulu, which has published well over 1 million titles since 2002. Options include digital, paperback and hardback editions, with seemingly limitless choices about covers, designs, editing and price. At the high end, even Simon & Schuster has a self-publishing division, Archway Publishing, in which authors can spend up to $25,000 to have their book published by one of the majors.
Holloman spent a lot less than that to bring Shades of Gray to market, although it was a time-consuming process. He finished writing the book in 2005 and spent several years trying to get a traditional publisher to pick it up. He had a few small-press offers but decided he could do better on his own.
Holloman paid an editor and a book production company a couple thousand dollars and set up shop as Triple J Press (named in honor of his three kids, all of whose first names start with the letter J). Dispensing with traditional bookstores, he used Amazons Kindle Direct Publishing for e-books and Amazons CreateSpace for hard copies.
He more than recouped his investment, although he declines to say how much he earned.
Finding an audience
Mary Lambeth Moore of Raleigh spent about the same range of money as Holloman to publish her 2010 novel Sleeping With Patty Hearst. Feeling daunted by the logistics of design and manufacturing, Moore contracted with Seattle-based Tigress Publishing for editing, production and distribution.
Moore was happy with how the book turned out, if disappointed in its distribution. Patty Hearst picked up a lot of good reviews on reader sites like Goodreads.com, but the book didnt make it into many stores. And Moore had to handle virtually all the publicity work herself.
There are pros and cons to traditional publishing and self-publishing, Moore said. Both involve a lot of effort from the writer. Any writer today should expect to have to do a lot of their own promotion. I did not break even, although I came close and it was definitely worthwhile. I was more interested in finding readers than making a lot of money, and I feel like I have a good start.
Moore recently started writing another book and isnt concerning herself with publishing logistics yet. But she doesnt rule out going the do-it-yourself route again.
Traditional publishers do still carry more prestige, but they dont own readers anymore, she said. On Goodreads, youll see a lot of readers dont care where books came from. Especially with genre books like mystery or romance, you can do very well self-publishing.
Hustling your own book
For many writers like Moore, just publishing a book is enough, even if it doesnt make money. And whether one is self-publishing or working with a traditional publisher, most writers other than Jonathan Franzen (who seems like the publishing industrys 1 percent, railing against the other 99 percent) will find themselves doing their own promotional heavy-lifting.
If self-publishing makes it easier to get the work out, its not any easier to find an audience, said Richard Krawiec, publisher of Jacar Press. It might even be harder now because there are literally millions of e-books out there. Everyone wants to be an artist, but no one wants to support it. If as many people who self-published bought and read books, we would not be having this problem.
Southern of the N.C. Writers Network points out that authors hustling their own work is hardly a new phenomenon. For example, he cites Leaves of Grass, poet Walt Whitmans signature 1855 work.
Whitman wrote reviews of it himself under pseudonyms, and it seems like Leaves of Grass has held up pretty well, Southern said. A few years ago, a well-respected author said, Id love to be an author in 1955, but I have to live in the 21st century. It would be nice if everyone could just concentrate on the writing and not bother with the rest of it, but this is the world we live in.
Holloman is hoping for a repeat of his Shades of Gray success with When His Dreams Take Flight, which is set in the fictional North Carolina town of Mount Rutgers. Inspired by last years school shooting in Newtown, Conn., Flight has a science-fiction plot about a high school principal who can see and even stop real-life shootings in his dreams.
Creating a story that turns out well, better than you thought it would, is only the start, Holloman said. What you dont realize at that point is how far behind you are. Maybe youve created one decent book other writers have done 20. There are an ungodly number of titles out there and getting any attention is a struggle. Its all a matter of perspective.
Menconi: 919-829-4759 or blogs.newsobserver.com/onthebeat