I’ve worked in publishing for about 15 years, but every year I’m caught off guard by the January phenomenon of aspiring authors who’ve resolved that this is the year they’re publishing a book. Manuscript submissions and calls about the publishing process become more frequent, as do inquiries about how to get into the industry itself. When we field these calls at the Association of Book Publishers of BC, we direct these individuals to various resources and wish them luck, but in 2021, I’d also suggest they pay close attention to the effects of the COVID-19 pandemic when pitching themselves to the industry, whether as an author or a publishing professional.
The year 2020 was tough: at the end of it, BC book publishers were projecting a 30 to 40 per cent decline in their annual sales, in line with what was being reported across the country. While many bookstores were reporting strong sales leading into the holiday season, store closures through the first and second waves continue to impact publishers’ cash flow, forcing difficult decisions about acquisitions, printing, marketing and overall business operations. It’s too early to say if the fourth quarter results of 2020 will indicate a gradual return to normalcy.
Industry consolidation also presents challenges for independent publishers, who invest in new and diverse voices. The pending sale of Simon & Schuster, announced in November 2020, to Bertelsmann/Penguin Random House, will create a behemoth that dominates market share. Books written by established and bestselling authors, and published by well-capitalized multinational companies, have a competitive advantage in a changed marketplace, where booksellers and, in turn, consumers may gravitate toward safer bets. Authors will also find a narrower market for their work, which may mean lower advances.
So where are the opportunities for change in book publishing in 2021 and beyond? The pandemic hasn’t really highlighted how much is possible so much as it has underscored what should have been happening already.
Nothing will replace in-person book events. That said, online events have increased accessibility, and I expect these will continue in a hybrid capacity, even when social gathering restrictions are lifted. Some of the best virtual events I attended in 2020 were those in which the audience could interact via the chat or be present on-camera.
Publishers also got creative, reinvigorating their sales and marketing strategies. They offered higher discounts to independent bookstores, experimented with digital licensing for schools and libraries and creatively engaged readers online. In BC, Orca Book Publishers’ digital class sets, Rocky Mountain Books’ Think Outside podcast and Arsenal Pulp Press’s author Twitter takeovers and @arsenalpups Instagram account are examples of successful adaptations.
Publishers are well-equipped to work from home, and many are meeting their operational needs by hiring more remote staff. While these are still early days, we may observe that publishing begins to decentralize from major urban centres with higher costs of living, better positioning West Coast companies to compete for and retain talent.
I taught in the SFU Master of Publishing program last fall, working with a brilliant cohort of emerging publishing professionals. While they’re understandably anxious about their job prospects, they’ve recognized that their experiences working independently and resourcefully in a remote learning environment are an asset to prospective employers. Up-and-coming authors and publishers alike will need to be comfortable using collaboration tools (not just Zoom!) and to hone their skills as thoughtful and efficient communicators.
Finally, we can’t let the pandemic overshadow our need to grapple with the industry’s diversity problems. Just as the deeply rooted societal inequalities that were further exposed during the crisis will not be undone simply because anti-racist books sold well in 2020, neither will book publishing’s own lack of diversity. There are numerous initiatives underway in Canada to hold the industry accountable for its lack of diversity, and to change who and what gets published, including the BIPOC of Publishing in Canada collective. The pandemic presents a watershed moment for publishers to re-evaluate outdated practices and to expand their communities and their impact.
Whether you are hoping to get published for the first time, move into a career in the industry or stay the course, publishing in 2021 and beyond is going to require more of all of us. I hope we’ll answer the call.
This blog post provides a West Coast perspective. How do you see the publishing industry adapting to changing circumstances? What top publishing trends or opportunities have you become aware of locally or nationally?
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