I think this is the case of authorship as it now stands with regard to the magazines. I am not sure that the case is in every way improved for young authors. The magazines all maintain a staff for the careful examination of manuscripts, but as most of the material they print has been engaged, the number of volunteer contributions that they can use is very small; one of the greatest of them, I know, does not use fifty in the course of a year. The new writer, then, must be very good to be accepted, and when accepted he may wait long before he is printed. The pressure is so great in these avenues to the public favor that one, two, three years, are no uncommon periods of delay. If the young writer has not the patience for this, or has a soul above cooling his heels in the courts of fame, or must do his best to earn something at once, the book is his immediate hope. How slight a hope the book is I have tried to hint already, but if a book is vulgar enough in sentiment, and crude enough in taste, and flashy enough in incident, or, better or worse still, if it is a bit hot in the mouth, and promises impropriety if not indecency, there is a very fair chance of its success; I do not mean success with a self-respecting publisher, but with the public, which does not personally put its name to it, and is not openly smirched by it. I will not talk of that kind of book, however, but of the book which the young author has written out of an unspoiled heart and an untainted mind, such as most young men and women write; and I will suppose that it has found a publisher. It is human nature, as competition has deformed human nature, for the publisher to wish the author to take all the risks, and he possibly proposes that the author shall publish it at his own expense, and let him have a percentage of the retail price for managing it. If not that, he proposes that the author shall pay for the stereotype plates, and take fifteen per cent. of the price of the book; or if this will not go, if the author cannot, rather than will not, do it (he is commonly only too glad to do any thing he can), then the publisher offers him ten per cent. of the retail price after the first thousand copies have been sold. But if he fully believes in the book, he will give ten per cent. from the first copy sold, and pay all the costs of publication himself. The book is to be retailed for a dollar and a half, and the publisher is not displeased with a new book that sells fifteen hundred copies. Whether the author has as much reason to be pleased is a question, but if the book does not sell more he has only himself to blame, and had better pocket in silence the two hundred and twenty-five dollars he gets for it, and bless his publisher, and try to find work somewhere at five dollars a week. The publisher has not made any more, if quite as much as the author, and until a book has sold two thousand copies the division is fair enough. After that, the heavier expenses of manufacturing have been defrayed and the book goes on advertising itself; there is merely the cost of paper, printing, binding, and marketing to be met, and the arrangement becomes fairer and fairer for the publisher. The author has no right to complain of this, in the case of his first book, which he is only too grateful to get accepted at all. If it succeeds, he has himself to blame for making the same arrangement for his second or third; it is his fault, or else it is his necessity, which is practically the same thing. It will be business for the publisher to take advantage of his necessity quite the same as if it were his fault; but I do not say that he will always do so; I believe he will very often not do so.
At one time there seemed a probability of the enlargement of the author’s gains by subscription publication, and one very well-known American author prospered fabulously in that way. The percentage offered by the subscription houses was only about half as much as that paid by the trade, but the sales were so much greater that the author could very well afford to take it. Where the book-dealer sold ten, the book-agent sold a hundred; or at least he did so in the case of Mark Twain’s books; and we all thought it reasonable he could do so with ours. Such of us as made experiment of him, however, found the facts illogical. No book of literary quality was made to go by subscription except Mr. Clemens’s books, and I think these went because the subscription public never knew what good literature they were. This sort of readers, or buyers, were so used to getting something worthless for their money that they would not spend it for artistic fiction, or, indeed, for any fiction at all except Mr. Clemens’s, which they probably supposed bad. Some good books of travel had a measurable success through the book-agents, but not at all the success that had been hoped for; and I believe now the subscription trade again publishes only compilations, or such works as owe more to the skill of the editor than the art of the writer. Mr. Clemens himself no longer offers his books to the public in that way.
It is not common, I think, in this country, to publish on the half- profits system, but it is very common in England, where, owing probably to the moisture in the air, which lends a fairy outline to every prospect, it seems to be peculiarly alluring. One of my own early books was published there on these terms, which I accepted with the insensate joy of the young author in getting any terms from a publisher. The book sold, sold every copy of the small first edition, and in due time the publisher’s statement came. I did not think my half of the profits was very great, but it seemed a fair division after every imaginable cost had been charged up against my poor book, and that frail venture had been made to pay the expenses of composition, corrections, paper, printing, binding, advertising, and editorial copies. The wonder ought to have been that there was anything at all coming to me, but I was young and greedy then, and I really thought there ought to have been more. I was disappointed, but I made the best of it, of course, and took the account to the junior partner of the house which employed me, and said that I should like to draw on him for the sum due me from the London publishers. He said, Certainly; but after a glance at the account he smiled and said he supposed I knew how much the sum was? I answered, Yes; it was eleven pounds nine shillings, was not it? But I owned at the same time that I never was good at figures, and that I found English money peculiarly baffling. He laughed now, and said, It was eleven shillings and ninepence. In fact, after all those charges for composition, corrections, paper, printing, binding, advertising, and editorial copies, there was a most ingenious and wholly surprising charge of ten per cent. commission on sales, which reduced my half from pounds to shillings, and handsomely increased the publisher’s half in proportion. I do not now dispute the justice of the charge. It was not the fault of the half- profits system; it was the fault of the glad young author who did not distinctly inform himself of its mysterious nature in agreeing to it, and had only to reproach himself if he was finally disappointed.
But there is always something disappointing in the accounts of publishers, which I fancy is because authors are strangely constituted, rather than because publishers are so. I will confess that I have such inordinate expectations of the sale of my books, which I hope I think modestly of, that the sales reported to me never seem great enough. The copyright due me, no matter how handsome it is, appears deplorably mean, and I feel impoverished for several days after I get it. But, then, I ought to add that my balance in the bank is always much less than I have supposed it to be, and my own checks, when they come back to me, have the air of having been in a conspiracy to betray me.
No, we literary men must learn, no matter how we boast ourselves in business, that the distress we feel from our publisher’s accounts is simply idiopathic; and I for one wish to bear my witness to the constant good faith and uprightness of publishers. It is supposed that because they have the affair altogether in their hands they are apt to take advantage in it; but this does not follow, and as a matter of fact they have the affair no more in their own hands than any other business man you have an open account with. There is nothing to prevent you from looking at their books, except your own innermost belief and fear that their books are correct, and that your literature has brought you so little because it has sold so little.
The author is not to blame for his superficial delusion to the contrary, especially if he has written a book that has set every one talking, because it is of a vital interest. It may be of a vital interest, without being at all the kind of book people want to buy; it may be the kind of book that they are content to know at second hand; there are such fatal books; but hearing so much, and reading so much about it, the author cannot help hoping that it has sold much more than the publisher says. The publisher is undoubtedly honest, however, and the author had better put away the comforting question of his integrity.
The English writers seem largely to suspect their publishers; but I believe that American authors, when not flown with flattering reviews, as largely trust theirs. Of course there are rogues in every walk of life. I will not say that I ever personally met them in the flowery paths of literature, but I have heard of other people meeting them there, just as I have heard of people seeing ghosts, and I have to believe in both the rogues and the ghosts, without the witness of my own senses. I suppose, upon such grounds mainly, that there are wicked publishers, but, in the case of our books that do not sell, I am afraid that it is the graceless and inappreciative public which is far more to blame than the wickedest of the publishers. It is true that publishers will drive a hard bargain when they can, or when they must; but there is nothing to hinder an author from driving a hard bargain, too, when he can, or when he must; and it is to be said of the publisher that he is always more willing to abide by the bargain when it is made than the author is; perhaps because he has the best of it. But he has not always the best of it; I have known publishers too generous to take advantage of the innocence of authors; and I fancy that if publishers had to do with any race less diffident than authors, they would have won a repute for unselfishness that they do now now enjoy. It is certain that in the long period when we flew the black flag of piracy there were many among our corsairs on the high seas of literature who paid a fair price for the stranger craft they seized; still oftener they removed the cargo and released their capture with several weeks’ provision; and although there was undoubtedly a good deal of actual throat-cutting and scuttling, still I feel sure that there was less of it than there would have been in any other line of business released to the unrestricted plunder of the neighbor. There was for a long time even a comity among these amiable buccaneers, who agreed not to interfere with each other, and so were enabled to pay over to their victims some portion of the profit from their stolen goods. Of all business men publishers are probably the most faithful and honorable, and are only surpassed in virtue when men of letters turn business men.
Publishers have their little theories, their little superstitions, and their blind faith in the great god Chance which we all worship. These things lead them into temptation and adversity, but they seem to do fairly well as business men, even in their own behalf. They do not make above the usual ninety-five per cent. of failures, and more publishers than authors get rich.
Some theories or superstitions publishers and authors share together. One of these is that it is best to keep your books all in the hands of one publisher if you can, because then he can give them more attention and sell more of them. But my own experience is that when my books were in the hands of three publishers they sold quite as well as when one had them; and a fellow-author whom I approached in question of this venerable belief laughed at it. This bold heretic held that it was best to give each new book to a new publisher, for then the fresh man put all his energies into pushing it; but if you had them all together, the publisher rested in a vain security that one book would sell another, and that the fresh venture would revive the public interest in the stale ones. I never knew this to happen; and I must class it with the superstitions of the trade. It may be so in other and more constant countries, but in our fickle republic each last book has to fight its own way to public favor, much as if it had no sort of literary lineage. Of course this is stating it rather largely, and the truth will be found inside rather than outside of my statement; but there is at least truth enough in it to give the young author pause. While one is preparing to sell his basket of glass, he may as well ask himself whether it is better to part with all to one dealer or not; and if he kicks it over, in spurning the imaginary customer who asks the favor of taking the entire stock, that will be his fault, and not the fault of the customer.
However, the most important question of all with the man of letters as a man of business is what kind of book will sell the best of itself, because, at the end of the ends, a book sells itself or does not sell at all; kissing, after long ages of reasoning and a great deal of culture, still goes by favor, and though innumerable generations of horses have been led to the water, not one horse has yet been made to drink. With the best, or the worst, will in the world, no publisher can force a book into acceptance. Advertising will not avail, and reviewing is notoriously futile. If the book does not strike the popular fancy, or deal with some universal interest, which need by no means be a profound or important one, the drums and the cymbals shall be beaten in vain. The book may be one of the best and wisest books in the world, but if it has not this sort of appeal in it the readers of it, and, worse yet, the purchasers, will remain few, though fit. The secret of this, like most other secrets of a rather ridiculous world, is in the awful keeping of fate, and we can only hope to surprise it by some lucky chance. To plan a surprise of it, to aim a book at the public favor, is the most hopeless of all endeavors, as it is one of the unworthiest; and I can, neither as a man of letters nor as a man of business, counsel the young author to do it. The best that you can do is to write the book that it gives you the most pleasure to write, to put as much heart and soul as you have about you into it, and then hope as hard as you can to reach the heart and soul of the great multitude of your fellow-men. That, and that alone, is good business for a man of letters.
The man of letters must make up his mind that in the United States the fate of a book is in the hands of the women. It is the women with us who have the most leisure, and they read the most books. They are far better educated, for the most part, than our men, and their tastes, if not their minds, are more cultivated. Our men read the newspapers, but our women read the books; the more refined among them read the magazines. If they do not always know what is good, they do know what pleases them, and it is useless to quarrel with their decisions, for there is no appeal from them. To go from them to the men would be going from a higher to a lower court, which would be honestly surprised and bewildered, if the thing were possible. As I say, the author of light literature, and often the author of solid literature, must resign himself to obscurity unless the ladies choose to recognize him. Yet it would be impossible to forecast their favor for this kind or that. Who could prophesy it for another, who guess it for himself? We must strive blindly for it, and hope somehow that our best will also be our prettiest; but we must remember at the same time that it is not the ladies’ man who is the favorite of the ladies.
There are, of course, a few, a very few, of our greatest authors who have striven forward to the first place in our Valhalla without the help of the largest reading-class among us; but I should say that these were chiefly the humorists, for whom women are said nowhere to have any warm liking, and who have generally with us come up through the newspapers, and have never lost the favor of the newspaper readers. They have become literary men, as it were, without the newspaper readers’ knowing it; but those who have approached literature from another direction have won fame in it chiefly by grace of the women, who first read them; and then made their husbands and fathers read them. Perhaps, then, and as a matter of business, it would be well for a serious author, when he finds that he is not pleasing the women, and probably never will please them, to turn humorous author, and aim at the countenance of the men. Except as a humorist he certainly never will get it, for your American, when he is not making money, or trying to do it, is making a joke, or trying to do it.
I hope that I have not been hinting that the author who approaches literature through journalism is not as fine and high a literary man as the author who comes directly to it, or through some other avenue; I have not the least notion of condemning myself by any such judgment. But I think it is pretty certain that fewer and fewer authors are turning from journalism to literature, though the ‘entente cordiale’ between the two professions seems as great as ever. I fancy, though I may be as mistaken in this as I am in a good many other things, that most journalists would have been literary men if they could, at the beginning, and that the kindness they almost always show to young authors is an effect of the self-pity they feel for their own thwarted wish to be authors. When an author is once warm in the saddle, and is riding his winged horse to glory, the case is different: they have then often no sentiment about him; he is no longer the image of their own young aspiration, and they would willingly see Pegasus buck under him, or have him otherwise brought to grief and shame. They are apt to gird at him for his unhallowed gains, and they would be quite right in this if they proposed any way for him to live without them; as I have allowed at the outset, the gains are unhallowed. Apparently it is unseemly for two or three authors to be making half as much by their pens as popular ministers often receive in salary; the public is used to the pecuniary prosperity of some of the clergy, and at least sees nothing droll in it; but the paragrapher can always get a smile out of his readers at the gross disparity between the ten thousand dollars Jones gets for his novel and the five pounds Milton got for his epic. I have always thought Milton was paid too little, but I will own that he ought not to have been paid at all, if it comes to that. Again I say that no man ought to live by any art; it is a shame to the art if not to the artist; but as yet there is no means of the artist’s living otherwise and continuing an artist.
The literary man has certainly no complaint to make of the newspaper man, generally speaking. I have often thought with amazement of the kindness shown by the press to our whole unworthy craft, and of the help so lavishly and freely given to rising and even risen authors. To put it coarsely, brutally, I do not suppose that any other business receives so much gratuitous advertising, except the theatre. It is, enormous, the space given in the newspapers to literary notes, literary announcements, reviews, interviews, personal paragraphs, biographies, and all the rest, not to mention the vigorous and incisive attacks made from time to time upon different authors for their opinions of romanticism, realism, capitalism, socialism, Catholicism, and Sandemanianism. I have sometimes doubted whether the public cared for so much of it all as the editors gave them, but I have always said this under my breath, and I have thankfully taken my share of the common bounty. A curious fact, however, is that this vast newspaper publicity seems to have very little to do with an author’s popularity, though ever so much with his notoriety. Some of those strange subterranean fellows who never come to the surface in the newspapers, except for a contemptuous paragraph at long intervals, outsell the famousest of the celebrities, and secretly have their horses and yachts and country seats, while immodest merit is left to get about on foot and look up summer-board at the cheaper hotels. That is probably right, or it would not happen; it seems to be in the general scheme, like millionairism and pauperism; but it becomes a question, then, whether the newspapers, with all their friendship for literature, and their actual generosity to literary men, can really help one much to fortune, however much they help one to fame. Such a question is almost too dreadful, and, though I have asked it, I will not attempt to answer it. I would much rather consider the question whether, if the newspapers can make an author, they can also unmake him, and I feel pretty safe in saying that I do not think they can. The Afreet, once out of the bottle, can never be coaxed back or cudgelled back; and the author whom the newspapers have made cannot be unmade by the newspapers. Perhaps he could if they would let him alone; but the art of letting alone the creature of your favor, when he has forfeited your favor, is yet in its infancy with the newspapers. They consign him to oblivion with a rumor that fills the land, and they keep visiting him there with an uproar which attracts more and more notice to him. An author who has long enjoyed their favor suddenly and rather mysteriously loses it, through his opinions on certain matters of literary taste, say. For the space of five or six years he is denounced with a unanimity and an incisive vigor that ought to convince him there is something wrong. If he thinks it is his censors, he clings to his opinions with an abiding constancy, while ridicule, obloquy, caricature, burlesque, critical refutation, and personal detraction follow unsparingly upon every expression, for instance, of his belief that romantic fiction is the highest form of fiction, and that the base, sordid, photographic, commonplace school of Tolstoy, Tourgunief, Zola, Hardy, and James is unworthy a moment’s comparison with the school of Rider Haggard. All this ought certainly to unmake the author in question, but this is not really the effect. Slowly but surely the clamor dies away, and the author, without relinquishing one of his wicked opinions, or in any wise showing himself repentant, remains apparently whole; and he even returns in a measure to the old kindness—not indeed to the earlier day of perfectly smooth things, but certainly to as much of it as he merits.
I would not have the young author, from this imaginary case; believe that it is well either to court or to defy the good opinion of the press. In fact, it will not only be better taste, but it will be better business, for him to keep it altogether out of his mind. There is only one whom he can safely try to please, and that is himself. If he does this he will very probably please other people; but if he does not please himself he may be sure that he will not please them; the book which he has not enjoyed writing no one will enjoy reading. Still, I would not have him attach too little consequence to the influence of the press. I should say, let him take the celebrity it gives him gratefully but not too seriously; let him reflect that he is often the necessity rather than the ideal of the paragrapher, and that the notoriety the journalists bestow upon him is not the measure of their acquaintance with his work, far less his meaning. They are good fellows, those hard-pushed, poor fellows of the press, but the very conditions of their censure, friendly or unfriendly, forbid it thoroughness, and it must often have more zeal than knowledge in it.
All books are sourced from Project Gutenberg