The Lack of Diversity in US publishing (yes, intersectional post)
I get that some publishing pros might think this will fall into a hate piece, but it's not. It's looking at systemic, not individualistic problems and asking that everyone pick up the slack.
Someone's going to try to chase me on the idea that I don't know how publishing works and never worked for a publishing company, even if both are patently not true. But whatever. You want a biography of my life, pay me. I'm not going to info dump all my life experiences into my bio page.
Anyway, as usual, I majored in Anthropology, concentrated in systems and if somehow people haven't been paying attention to all of the material I've produced over the years–yes I know world lit fairly well (I'm not saying top mastery because there is no such thing with world lit). I *also* happen to collect and know how publishing systems in other countries work and their rough histories and stats, so I know that this is mostly a US problem and I'm calling it out because !@#$, really? You want to call yourself the best when other countries are kicking your butt?
I have the history of publishing in my head. All the way from the Invention of paper, the objections of Plato to writing to the common era. So no, not that ignorant, and yes, I think I could beat some publishing pros that say they know publishing well on errata knowledge of publishing history given what they post on Twitter sometimes. Which isn't boasting per se, but more, I think publishing pros *should* know more than me, like international publishing practices and story structures so they are ahead of the game and can sell, say a client's book to the *correct* international publisher with the correct proposal, but that might just be me. (Especially since time and again, it's said international gets more royalties than domestic).
That said, I'm *not* going to run down the history of publishing, etc. I'm just establishing I'm not ignorant in case people want to challenge, and if they challenge they can do so with more academic papers/articles, etc, rather than starting from the bottom.
What we know is that the demographics of the publishing industry have drastically changed since the 1980's with Pew Research Center pretty much publishing their findings since then about race, etc. But the publishing industry has failed to meet the demand with supply. I want to examine the hurdles of diversity faces in order to overcome these barriers and why, even after the call for diversity, the numbers have not changed, even when clearly the demographics of readership has.
This is mostly theory backed with academia. And no, it's not a 101 on diversity, DEI and publishing–it's going to assume you know all this coming in, but not use snobby academia words to get there.
If there is one thing that South Korea faced when it decided to push the dramas on the rest of the world is that the Google App and Apple Store rule is true–people like celebration of diversity and most of all in this global economy–kindness—this is the flip that was experienced in Story structure, as well (Which I've well covered with things like reality TV shows where commenters LOVE seeing cooperation, not just chaos and competition.)
So, Korean published a lot of the issues facing it honestly when creating dramas, which is a long-standing tradition stretching way back in Korean history (And no, this is not dividing North/South because both try it.) What? No one watched North Korean dramas? North Korean dramas also tackle social issues.
This very reason is why South Korean dramas are loved and hated-too much thinking some say. (Because people should be paying attention to audience reception–*cough* Netflix)
Chinese are also pushing contemporary literature internationally. And Chinese writers are also doing their best to examine social issues. (unfortunately don't always reach international audiences because of Mango's terrible subs. TT) Though international audiences might miss some of it because it–by design needs to be far more subtle to pass censorship.
But the US is mired in book bannings and people thinking that media is dangerous and might change minds rather than media literacy.
And I honestly think this is slowing down the US publishers on several levels, even if their money would increase if they actually met customer demand as the Pew Research center says–because bad marketing and the richest people are more concerned with the wrong demographics. So these are the rough barriers, I think we need to get across, in general, as disabled, ND, queer, PoC, religiously diverse, etc.
Education
The asshats don't care about education unless it makes people think, thus the book bannings-the biggest threat is media literacy to conservatives, who by far, are not likely to be college educated as a group and don't want others to be either.
In terms of literature–having experienced this myself, a lot of the diversity is pushed into classes on a college level and boxed into "specialties"
Latin American Literature
East Asian Literature.
Middle Eastern Literature
And I've gotten this complaint multiple times–World Lit sucks and tends to overly focus on white Europe within the US–PoCs queer, etc are token in the class and either pushed to first or last without an even distribution.
Queer Theory is barely touched upon most of the time and not intersectionally, with mostly lesbians and gay theoretical texts being analyzed over anyone else. Let's examine Foucault for a PoC queer text, for example.
Generally, I've experienced more analysis of queer, disabled, etc texts with theoretical texts that don't belong to that sphere.
This honestly means a bottleneck effect happens where people who might be interested in diverse literature never get it. People who want to teach it, never get to read it. People who want to write about it, can't find academic papers to back themselves up without hodge podging it together (and if you think I didn't face this–you have no idea how much I suffered). People who should probably get the exposure to it–never do and don't know how to approach it because own voices never guided them through it.
And even if you do manage to force all of the lit classes together to get all 6 livable continents' worth of material somehow (even though the South Pacific is really ignored), if you're a PoC, you're more likely to be graded more harshly on your English, the language, thus your literature papers than anyone else by virtue of your name. (Some teachers get around this by insisting no names, only student ID numbers–but there's other systemic problems with this, which include, but are not limited to, dialects exist and are called "wrong")
So the most well-meaning white pro-publisher might exit college and their entire school career and never learn how to analyze say... Zora Neale Hurston properly, and thus automatically think that all Black Creole-ish language is "wrong" "bad" and "Not worth it."
"The writing didn't grab me." But are you sure it's not because of racism? And no, we're talking systemic racism here.
OK, say the person does get to read a bit outside of the "norm" they might then model all of the "good" submissions on that tiny little fraction. Say, they only read Natsume Soseki–no doubt a great, but what happened to them reading diversity within that? What about Sei Shonagon? or Nijima Yae?
This is where education becomes selecting of "What's good" in academia. And I'm going to say this—own voices for disability in academia for taught literature is absolutely miserable. WTF. I mean the best I ever got was maybe Holden Caufield from Catcher in the Rye and Of Mice and Men—both taught at my preppy high school neither of which are own voices and we barely talked anything about what disability rep meant. I don't know if you can count The Sound and the Fury for autism rep, because he wasn't autistic... but again, just stating the fact he was without examination into the implications.
This leads to what I'd call privilege qualifying. I have a degree—and the submissions will show me how to analyze the text–I've run into this where I said the work was in qichengzhuanhe (A particular Chinese drama) and thus not conflict narrative 3-act and then white people particularly get upset at me and even slap down they have a college degree, and EVERYTHING is an 3-act conflict narrative. Then it devolves into "You're not being nice." towards me for pointing out the truth.
It becomes harder, too, when they don't know how to find books that escape the publishing norm of books that privilege qualify enough to be translated.
So the first summit is education. No matter what, if agents, editors, etc are not willing to educate themselves about other literary traditions and their frame of reference for analysis, they are never going to be able to properly sell the work in the first place or argue the importance to the core demographic.
(Really, though, they should be paying attention to the world market).
2. Come Back~~~ Mentality
Since the 1980's, the male demographic of readers has been falling sharply. First to 60/40 female/male (NBs not included in Pew Research center), then 70/30 in the 2010-ish. Then a sharp fall to 2023. This means that for cis males, they get an advantage in the market as the number of female readers, and thus writer increase. The number of writers is not surprisingly proportional to the number of especially repeat and avid readers. There is nothing like mass consumption to make you think you can, too, make/do that thing.
Watch enough how-to-make-a-chair youtube videos and you will think you, too, can make a chair.
The thing is that for all those decades, from what I've heard from multiple author interviews–publishers have been chasing the male demographic and failing.
Not only that, they've lost the white demographic overall such that the largest population of readers neck and neck is Black college-educated women and White women, who historically, from what I've observed are Liberal, and LOVE, love diversity and thinking about it. These are also the more likely repeat readers and consumers of things like audiobooks.
You'd think that publishing would try to hit this demographic harder, especially as publishing is losing money, but instead they are super focused on groups that don't matter: Conservatives, why don't you read more? White men, why aren't you reading more?
Instead of trying to figure out the core demographics likes and dislikes, they are spreading themselves thinner and more likely to choose books to appeal to a wider base.
But in doing so, they ironically lose the core demographic that actually wants to read the books. Because the rule is: In the specific is the general. People will find things that resonate with them in specific experiences, especially when they are educated to look things up.
But pro-publishing doesn't seem to care about the numbers and doesn't seem to want to hit the core demographic and then expand outward.
Instead publishing tries to blame video games, TV, streaming services, the internet—the long wait times to deliver books to market, self publishing, etc. It's everyone else's fault, even if this competition of attention was true also in the past with things like radio, playing outside, household chores and so on.
And thus in chasing the wrong demographic they never can grow. In marketing terms, this is like trying to set up a franchise when your core business isn't set up yet. You have no revenue–oh, let's set up another store to a different demographic.
And thus trad publishing is leaking money as it tries to chase the wrong people into reading books–with one exception–Teens have the most disposable income–though this is creating a bottleneck because they don't want to "risk" putting diversity into the *rest* of the bookstore. (I've covered this before.)
3. Abusing their employees and anyone below the owners.
Agents don't get paid until the writers get paid. And white abled cishet writers get more money, but agents are abused by the system because now they have to do the work of a publicist, the marketer, the editor, acquisitions and everything else US publishing doesn't want to pay for. This is not true internationally, as often the editor is the person doing acquisitions, as in Japan, Korea, and China. And the publisher might hire a manager for the more famous authors to work as a publicist and marketer. Thus the job is stressful, not very lucrative, and with a poor education system in place about diversity–sometimes hubris of the agents, they don't know what's good outside of their basic education. They might even hate PoC work without knowing it–the work that's too-PoC they abhor, but the work that white qualifies is absolute proof they aren't racist.
And with abhorrent education, it doesn't get better for anyone else up the chain, such as editors, copy editors, etc as more and more cost cutting from publishers comes as they insist so, so hard to chase after demographics that don't bring them money. I'm not talking about Talk Show Host book–but unknown, unproven white male cishet author, getting more advance and more royalties over a proven PoC author who did make back their advance.
This is true for other diversity too.
And that's a terrible business model, if you think about it---in basic business terms: If you have 1,000 sprockets you want to sell to market, and then you spent 500 dollars to get them, say. And know your core demographic is Sprocket buyers. But you also spend 2000 dollars on a spricket, because you think that you need to sell sprickets which you have no numbers in demographics to back up, and the number of spricket buyers is plummeting drastically, but try ONE MORE TIME, and this product repeatedly fails, people would rightfully yell at you, what are you doing? And this is the current model for publishing.
This means that editors, etc are getting paid less and less while the majority of the profit goes to the top of the food chain–the owners of the company.
The incentive to take "risky" books, therefore is less. Because diversity is seen as "risky" and these people really, really can't afford to lose their job to go with the book they really want to publish, but might be a total loss. (This is OK with foreign companies because their costs while suffering the same problems, they also learned how to adapt somewhat and still be able to publish the riskier books).
4. But Agents can't find the clients?
I think as more, and more agents do this as a side hustle, the cold marketing sell goes down the drain. Diversity books become that stretch book. This means more agents want "books that I really connect to" to sell rather than "Books that I just want to cold sell on merit."
The job of editing and acquisitions is down to them—they are barely getting money from it, so how are they going to sell a book they think has a chance in market, but probably will sell to a publisher?
As books have become less profitable for authors, as well, authors need to do side hustles, too, and so it becomes much more difficult to find career authors versus those who are interested in one-offs on a bucket list. (I know some writers might get mad at this, but I've met those people as well, and no hate to them, but this is difficult for agents)
Agents also have uneven submission guidelines, making it harder to put books in front of them for ND people as well.
So it's not just safer bets, but curated to what the agent likes, instead of thinking about what they can cold sell.
This is what is leading most likely to the push towards comps, which are "proven" though there is no such thing in art since the very thing that humans love in art is novelty.
For example, the major complaint on the Love You Seven Times drama version is that it was forced away from the book version which was unique. But the drama version is very Cookie Cutter. What people loved was the newness–the pushing boundaries, it wasn't solely the characters. It was also the way that events were chosen and constructed.
But when you're not getting much money in the first place, doing this as a side hustle, effectively doing a ton of other jobs that don't allow you to do only your job, taking risk on novelty goes down and since they don't know the international demographics, international market, how are they supposed to know what the core demographic wants?
5. Marketing
What marketing? Oh, you're white cishet male.
Oh, you have built-in marketing. Then let's give you more.
Lower risk taking is death to art. Art by it's very nature is risky. It's supposed to push boundaries and the boundaries of other people. But when you're betting everything on it, why should they push the money towards marketing?
How do we fix this problem?
YA is doing really well because people like diversity. LET IT BREATHE. Let that diversity out into the rest of the bookstore. Take a risk on at least a few more books.
Educate yourself after college on classics the countries themselves say you should–not just contemporary. Read theoretical texts from a variety of intersectional own voices. Have you read Audre Lorde? She has queer Black theory in her works. Find own voices from the past and read those. Publicize it.
Stop saying the present comps only count. Open it up to all of history–if someone reads a book you don't know and uses it in their comp, then shouldn't you read that book? That's my attitude. You never read the biography of Helen Keller, but you saw that Helen Keller had feedback into the one listed? Then read it. It must have resonated wit that person to the present era for a reason. You have never read about Sun Wukong in Journey to the West? Then you should know about it and read it. If authors are expected to read everything, then publishing professionals should also do so, especially if they want to publish books from that region.
Understand the fanships, even niche fanships of international media–there are literally forums and comments sections–that's your marketing research and proof. Find out why they feel disenchanted with US media that they feel they need to go to other countries? Find out why they like that media and what the US is missing, and then when you pitch the books to the higher ups in the food chain–use those words as evidence that the higher ups are wrong and need to do surveys and it will result in better profit.
Pitch on what is novel, and unique and show how it fits into the market. Because of X and X I think this trend will hit in X number of years is literally your jobs. I understand the drudgery–I do. The words floating when you close your eyes, but your job isn't just editing the work, but also being able to actually meet the market–the future market.
An example of this would be... Because of the popularity of Spider-man and the fact that Marvel seems to be pushing more and movies such that they made a board, I think books will attempt to make a superhero genre–which then happened.
Another example. I think because of the push for diversity books that Westerns might get a revisit and we should have more Black cowboys and women instead of only white men which matches the current demographics–which then happened. (But books missed that trend? Or at least didn't show up in the bookstore when I went looking.)
And the thing with predicting trends is if you're the first one out there, you get the most cash over anyone else.
You need people to run surveys and present it with the pitching of books. Don't leave it only to the writers. You have to also put in that work. I get that you're overworked and underpaid, but literally beating people to the punch such that people want your magic–that's how we're going to get diversity in the rest of the bookstore and more cash. Present a stronger argument.
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