A Small, Small World

The internet has made the world of publishing – and more specifically, the world of readers – more accessible than it ever had been. No longer would authors be the mystifying, or perhaps mythical, souls whose name is on the front and picture on the back of novels at the bookstore. New communication opens up for dialogues between author and audience and includes people further in the process of their favorite books. Even the publishing companies have found value in appealing to the little people. In a deal with LibraryThing, for example, some companies will send out advance copies of their books in exchange for an LT review of it. Yes, this still may be a corporate money-grubbing ploy, but still, how cool. People like me could get to review books like we’re people who matter. It’s a different way of operating than the exclusive and insular world that its seems like publishing has been. Authors also have to be connected on all the hippest social networking sites, either maintained by themselves or a lackey, as suggested in this article. Every friend/fan added extends their network a little further and would increase exposure of their work a little more, so it’s a practical business decision. But it also leaves authors open for their fans, who can leave comments – like talking to a real person! – and get cred for having cool “friends” in their Top 8. Everyone wins. But full websites and blogs are really where the action is. The pinnacle of this phenomenon, Neil Gaiman, simply breeds fangirls over at his journal – syndicated by Livejournal, where he probably gets the most attention. All in one his journal humanizes him and his craft, and keeps fans updated on the actual books. JK Rowling (who, granted, doesn’t need the exposure, but that makes the fanservice all the nicer) has a highly interactive site, answers questions on it, and has praised fansites. Jeanette Winterson maintains a fairly pretentious site with a monthly column and a link to her Myspace. And Christopher Paolini, author of Eragon, writes his own newsletters for fans. I’m always more willing to pick up a new book that I’ve kind of heard of than a complete unknown – even if the only connotation I have is “Hey, the author seemed pretty cool and down-to-earth on LJ.” Publishers and authors indulging their fans is a mutually beneficial deal; they build loyalty and exposure, we get a privileged and different look at our books and authors.

This Space for Rent

Even though the eager tween/teen audience of Cathy’s Book were just seeking what is, I’m sure, a moving and well-written piece of literature, they got a little extra bang for their buck. The authors, Sean Stewart and Jordan Weisman, included product placement for CoverGirl cosmetics, so girls can read about the protagonist with her “killer coat of Lipslicks in ‘Daring’” and “eyecolor in ‘Midnight Metal.’” Subtle.

Not that anyone, least of all young teenage girls, is completely sheltered from advertising. Billboards and posters, old school style. Some magazines seem to be a single ad which spans a hundred pages, with a few articles to take up excess space. And some television shows wouldn’t be complete without a couple lingering looks at some well-placed logos. But books? The joke is on you, CoverGirl; nobody reads anymore.

The deal made with Procter & Gamble (CoverGirl’s parent company) was that in exchange for a few mentions of the CG line in Cathy’s Book, they would place advertisements for the book on beinggirl.com, a website with the same young teen girl audience as Stewart and Weisman were hoping to attract. Not a bad business proposal, no? Hard to say how greatly sales were affected by this unorthodoxy, but it ended up at #7 on the New York Times Best Seller list for children’s books in November 2006. Hopefully CoverGirl fared just as well in this deal.

But Cathy’s Book isn’t the first or only to offer space for ads. Other examples:

- The Bulgari Connection – commissioned by Italian jeweler Bulgari (surprise)

- The Sweetest Taboo – a few paid mentions of the Ford Fiesta

- Men in Aprons – for UK household appliance seller Electrolux (You can even buy the book from their website, if you’re so inclined, for only £6.99)

So while the phenomenon isn’t completely isolated, it’s not exactly common. And, as one might guess, not exactly warmly embraced by all either. No less a personality than Ralph Nader (okay, technically it’s Commercial Alert, his advocacy group) urged a boycott. We don’t want to be raising a new generation of consumers for advertisers to prey upon.

Is this a viable method for advertisement? We’ll have to consider the issue in two ways: 1) Does the product in question profit? and 2) Does this, or does it not, suck every ounce of credibility from a book which includes it? I don’t think that anyone, when given the choice between product placement in their novels or not, would opt for the books awash in ads. But if we do find ourselves in that situation, how acceptable would it be? Can you still read and enjoy a sell-out?

Books seem more sacred to me than television shows do, and TV has certainly been saturated. I know that’s irrational, and advertisers will attempt to defile one form of media just as well as another. But I would feel kind of… impure for reading such a transparent marketing ploy. (I put a lot of effort into feeling superior over the TV-watching masses.) I don’t even care about the children like Ralph Nader does, I’m just offended that my books may be invaded.

So, is this a fluke, or is this our future? The publishing industry hasn’t gone bankrupt yet, so I know which option I’m wishing for. Let’s all hope that these books aren’t a harbinger of a grim – but very fashionable! – fate for literature.