By C. Squires
This is a vital learn of the publishing of up to date writing in Britain. It analyzes the altering social, monetary and cultural setting of the publishing within the 1990s-2000s, and investigates its impression on style, authorship and interpreting. It contains case reports of Trainspotting and the His darkish fabrics trilogy.
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Additional resources for Marketing Literature: The Making of Contemporary Writing in Britain
Sample text
Rather, it is a debate engaged with both the life and death of the author – the trope of celebrity and literary biography on the one hand, and the interrogation of the ‘author-function’, in Foucault’s terms, on the other. 81 Writers respond to the contextual ‘paper-living’, Sage argues, by an internalisation of the authorial voice. The author is resuscitated not only as author-promoter, then, but also in the act of writing itself, as the Conclusion considers. 82 The next chapter provides a further history and theory of these acts of literary marketing.
28 The wild discounting practices that ensued after the end of the NBA suggest that by the end of the twentieth century and the beginning of the twenty-first, the market had not yet found its equilibrium between 28 Contexts and Theory protectionism and competition. The heavy discounting by retailers of highly desirable consumer items such as the Harry Potter books has been questioned by some observers of the market. 29 In order to be able to offer such low price points, retailers with the requisite power in the marketplace demand increasing trade discounts from publishers.
50 Lane’s concept of the ‘secularisation’ of the book and its trade suggests a shift away from the sanctity of the book as a cultural artefact and towards a concept of it as a commodity. Although this argument might deny the historically mercantile nature of the book trade, and particularly of the form of the novel throughout its history, the late twentieth century undoubtedly witnessed a proliferation of the possibilities of non-bookshop sales, and an increase in their volume. That the economy of supermarket sales tends towards short-termism and concentration, with retailers stocking a very select number of titles for limited periods, means that this ‘secularisation’ has also resulted in, through homogenisation, a limiting of the diversity of the books on offer through this sales channel.