Friday, 17 March 2017


   When you pitch a proposal to a publisher you may very well get the response, 'Who's going to read this book?' It's a fair question. If you want someone to invest good money in your brainchild he/she will need to be convinced that there's a market for it. It's also a question every author ought to ask him/herself before investing hundreds of hours into creating a new piece of work. You may be excited about a wonderful plot that has occurred to you or feel strongly that an issue on your heart should be aired to the world at large but unless you have some idea of the potential readership, you could be wasting your time. It's a sobering fact that most new books have a shelf life of three or four years and are only reprinted on demand. It's true that there's no easy answer to the question, 'Who will read this book' but that doesn't mean that the question should not be asked. So, how do you identify your niche market?
   (1) Assess what similar books are already out there and selling. Amazon Books are useful here because they display lists of titles under the heading 'Customers who bought this item also bought'. Have you anything to add to the contributions of others? If you are simply hoping to clamber aboard the bandwagon, it won't work. Aficianados know what they want. My Treviot novels are sometimes compared with C.J. Sansom's Shardlake stories. We cover the same period but my yarns, unlike Chris's, are tied to real unsolved Tudor mysteries. That's the 'twist' I employ to interest readers looking for something new in their favourite field of historical fiction.
   (2) Share your enthusiasm with others online. This can be a good way of identifying people of similar interests. But be warned, on-line chatting can be a terrible time-waster. Not all interested parties are avid book-buyers.
   (3) Keep a list of major publishers who sell 'your' sort of books. They have established a viable market. Analyse their catalogue entries. You might spot a subject gap they've missed.
    (4) Read magazines. There can be few specialist subjects that are not catered for by regular periodicals. These can often provide starting points for original research.
    (5) Meet real enthusiasts as often as possible - in clubs, special events, book fairs, etc. There's nothing better than one-to-one sharing. Whether your passion is saving the whale or collecting 1st period Worcester porcelain you'll find soulmates at such gatherings. They're not all twitterbugs.
   Every market is a niche market - but some niches are bigger than others. The Harry Potter books were written for children and young people with a love of 'magic' stories. They 'hit the spot' with millions of young readers. The bigger the niche, the more crowded it is and, therefore, the more difficult it is to elbow your way in. However, fans are always on the lookout for a fresh take on their favourite subject. For example, if your interest is in World War II espionage, has anyone majored on events in Turkey? I don't know the answer but I like the sound of 'The Istanbul Connection' (Yes, I know it's an old jazz number).
   Today's book market is vastly overcrowded. While there will always, thankfully, be startlingly new books that take the world by storm, most readers have limited tastes. The trick is to cater for a particular taste, while, at the same time offering the 'old hands' something they haven't come across before.

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