Soon, though, people may find themselves compelled to be more wary. Only the most established agents will be able to convince publishers to take a chance on an unknown novelist or a historian whose chosen topic does not have the backing of a news peg. The swollen advances that have come to represent all that is reckless and sinful about the way the business is run will grow, not shrink. Authors without “platforms” will have a more difficult time finding agents willing to represent them. The biggest publishing house in the world, meanwhile, will be overhauled by a 40-year-old man who worked in printing until he was appointed to his post as CEO of Random House Inc. last spring.
“Think of it like a supply chain,” said one publishing executive who would not speak for attribution. “If the newspapers have fewer ads, they’re running fewer book reviews, so therefore, for those books that don’t have a pre-established audience, there are fewer opportunities to appeal to the consumer. Therefore, there are fewer of those consumers going into the bookstore. The bookstore recognizes this, and they tell you your mid-list books aren’t doing shit, so they’re not gonna order them, or they’re just gonna order 100 copies. They can cut off those books, and then the publisher is faced with a tough decision—how am I gonna buy those books that I know I can only ship 100 copies of? What am I gonna do? Am I gonna keep doing it? Or am I gonna spend more [money] chasing established authors?”
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