So there’s something really strange going on in the world today. People do not like to be told that things really aren’t as bad as they think- especially when it comes to issues that they care about. But sometimes things really aren’t as bad as some people think. Especially when it comes to the way books are marketed.
Over the years, I’ve seen *a lot* of different complaints and claims made about publishers that to my mind are misguided, nonsensical and really inaccurate. The two main grumblings I’ve heard are book cover designs being deliberately aimed at one gender or another and using initials for female author’s names.
Straight off the bat I could say that these are really storm in a teacup complaints. But I thought it would be worthwhile to break down some of this and provide a counter-argument for a change.
The first and most obvious issue with the objection that book covers are marketed in a certain way is that capitalism doesn’t work the way these people think. Commercialism is quite simply about supply and demand. It’s about the freedom to choose. As fun as it no doubt is to cook up some half-baked conspiracy theory about how publishers have some sinister agenda to hide female writers from us, or deliberately discourage men from reading certain genres, just from a business perspective I can say this would be a really foolish thing to do. To be blunt, if a commercial operation can take your money, it will! If these marketing techniques didn’t work at all, no one would use them.
But why then are books marketed this way? And why is it important? Well, we as book bloggers will all admit that we *love* judging books by their covers. Book covers are often designed in a way to give us some indication of what to expect. When I see a half-naked man on a cover I know what I’m getting in for. I like to have my expectations met and don’t like being misled about what’s actually between the covers. In all honesty, I wouldn’t buy a book that didn’t show me anything about what’s inside and I’d be peeved if the cover was, say, an innocuous picture of a boat and it turned out to be hard-core erotica.
Now we are all old enough here to be able to make these decisions for ourselves, but I would like to point out that there doesn’t seem to be a major issue of bias in the way children’s books are chosen. Given that 78% of people in the publishing industry are women, I’d be interested to hear people trying to make that argument. Anecdotally I can add that as a child I had no problem picking up masculine books, like Alex Rider, which FYI were stocked in my all girls’ school library. And I have male friends whose shelves are stuffed with Diana Wynne Jones, Eva Ibbotson or Enid Blyton books.
One final point that I’d like to make is that there is a logical reason behind the decision to use non-gendered names. JRR Tolkein started the trend over fifty years ago, anonymising his name to give his fantasy works an air of mystery. That’s the first thing that comes to my mind when I see initials being used. To this day, it’s still a trend for both male and female authors of fantasy to give their books the allure of the unknown. An author like V E Schwab would certainly be playing into that tradition- and I would argue that given she was already published under Victoria Schwab, it kind of negates the argument that she needed to do this in order to be successful. And let’s be honest, it’s never been a secret that J K Rowling is a woman- but even if this was a decision that was made because she was woman, I feel like this was a kick in the teeth for aforementioned authors like Dianna Wynne Jones, who had conquered this market twenty years prior. Anyway there is no comparison with using initials to authors like Austen having “a novel by a lady” written on the cover of her books or Charlotte Bronte going by Currer Bell. Personally, I think it’s a shame to make a mountain out of a molehill over an issue like this given the stark comparison.
Forgive me for this random, rambly piece- this is just something that has been on my mind a while and thought I’d share.
So what do you think? How do you feel about the way books are marketed? Let me know in the comments!