I recently came across an obituary notice for the world renown Spanish novelist, Carlos Ruiz Zafón. I was saddened by his passing but reminded that in one of his greatest works, Shadow of the Wind, he wrote about a library of obscure book titles and the importance of each. To paraphrase his comments on writing and reading, he stated that every book, every volume in that library had a soul. “The soul of the person who wrote it and those that read it and lived and dreamed with it.”
Today, it is estimated that over one million books get published annually. Few become an overnight success. Less than 2% of those sell more than a few copies. Readers are drawn to new releases by well known authors, with many of their works becoming best sellers even before their release to the general public. So, while self-publishing has made it easier to become a writer, it has become harder than ever to be noticed. This is one of the reasons I try to promote books by new or local authors and occasionally use this platform to reach out and elicit comments or conversation related to my own works.
Bookstore closures are the norm during these difficult times. Independent bookstores that showcase new or local talent are largely shuttered or only offer curbside service, and in-store events with authors are either cancelled or postponed indefinitely, as are book fairs, literary festivals, and trade shows.
Online availability helps, but the reality of the marketplace is that books do not reach readers for free. Discovery comes at a price. Major online retailers rely on advertising money which may be beyond the means of authors who do not have the financial backing of mainstay publishing houses.
As with any endeavor, writing and success as an author demands persistence as well as talent, and part of that persistence is reaching out to readers requesting their assistance with spreading the word about a book they’ve read. I’ve commented previously about the importance of getting written reviews or comments, but equally important is word of mouth. Vocal support not only spreads the word about a story you’ve enjoyed, found compelling or informative, but also helps to expand awareness about an author who might otherwise be unknown or yet to be discovered. Author recognition is just as important as remembering the title of a book. In fact it is essential in this oversaturated market.