The End of Oulipo?

The End of Oulipo? My book (co-authored with Lauren Elkin), published by Zero Books. Available everywhere. Order it from Amazon, or find it in bookstores nationwide. The End of Oulipo

Lady Chatterley’s Brother

Lady Chatterley's Brother. The first ebook in the new TQC Long Essays series, Lady Chatterley's Brothercalled “an exciting new project” by Chad Post of Open Letter and Three Percent. Why can't Nicholson Baker write about sex? And why can Javier Marias? We investigate why porn is a dead end, and why seduction paves the way for the sex writing of the future. Read an excerpt.

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Translate This Book!

Ever wonder what English is missing? Called "a fascinating Life Perecread" by The New Yorker, Translate This Book! brings together over 40 of the top translators, publishers, and authors to tell us what books need to be published in English. Get it on Kindle.

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The Tunnel

Fall Read: The Tunnel by William H. Gass

A group read of the book that either "engenders awe and despair" or "[goads] the reader with obscenity and bigotry," or both. Info here. Buy the book here and support this site.

Naked Singularity

Summer Read: A Naked Singularity by Sergio De La Pava

Fans of Gaddis, Pynchon, DeLillo: A group read of the book that went from Xlibris to the University of Chicago Press. Info here. Buy the book here and support this site.

Life Perec

Life A User's Manual by Georges Perec

Starting March 2011, read the greatest novel from an experimental master. Info here. Buy the book here and support this site.

Last Samurai

Fall Read: The Last Samurai by Helen DeWitt

A group read of one of the '00s most-lauded postmodern novels. Info here. Buy the book here and support this site.

Tale of Genji

The Summer of Genji

Two great online lit magazines team up to read a mammoth court drama, the world's first novel.

Your Face Tomorrow

Your Face This Spring

A 3-month read of Javier Marias' mammoth book Your Face Tomorrow

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Ten Memorable Quotes from William Gaddis’ Letters

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Here are ten of my favorite moments from these hugely interesting letters.


Interviews from Conversational Reading

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See this page for interviews with leading authors, translators, publishers, and more.


  • A Legacy by Sybille Bedford March 15, 2015
    Sybille Bedford had the benefit—or bad fortune, however you see it—of being born into the German aristocracy in 1911. Her father was a retired lieutenant colonel and art collector from the agrarian south, from a Roman Catholic family in fiscal decline. Her mother came from a wealthy German-Jewish family from Hamburg. A widower from his first marriage, Bedfor […]
  • Reviving Antal Szerb March 15, 2015
    Antal Szerb’s lithe, lively, and wholly endearing fiction is peopled by male dreamers on spiritual journeys of self-discovery. Each one sets out on his respective mini-mission with good intentions but knows from the outset that there are only so many harsh truths he can withstand. In this respect, all Szerb’s protagonists seem to have heeded the advice of Gr […]
  • 39 Africans Walk into a Bar March 15, 2015
    New anthologies of African fiction seem to materialize virtually every year, if not more often in recent years. When presented with the physical fact of yet another new anthology of African fiction, the immediate question, one which I was asked when I pressed the warm, bound pages of the Africa39 anthology into the even warmer hands of a new acquaintance, wa […]
  • The Country Road by Regina Ullmann March 15, 2015
    This collection of short stories, her first to appear in English, counters material poverty with a fulfilling and deeply spiritual relationship with the natural world. Ullmann herself was no stranger to hardship. A depressive, she was plagued by personal and professional crises. Financial constraints forced her to send her illegitimate children to the countr […]
  • The Fall of Language in the Age of English by Minae Mizumura March 14, 2015
    The Fall of Language in the Age of English stirred up debate upon its publication in Japan in 2008, and it’s possible it will do so in the U.S. with its arrival in Mari Yoshihara and Juliet Winters Carpenter's translation. In their introduction, Yoshihara and Winters Carpenter, point out that Japanese reviewers accused Mizumura of being a jingoist, an e […]
  • Another View: Tracing the Foreign in Literary Translation by Eduard Stoklosinski March 14, 2015
    Another View demonstrates exciting potential in translation study and praxis. It is especially significant in deconstructing assumptions about fluency and linguistic identity. The author makes some persuasive arguments for considering and even preferring non-native translation of texts, the most controversial of which is the possibility that linguistic compe […]
  • The Latest Five from Dalkey Archive’s “Library of Korea” Series March 14, 2015
    Despite South Korea having the kind of vibrant literary scene you'd expect from a country with one of the highest literacy rates in the world, we're still not exactly inundated with English translations of South Korean fiction. Given this dearth, Dalkey Archive Press's Library of Korean Literature series, twenty five titles published in collab […]
  • B & Me: A True Story of Literary Arousal by J.C. Hallman March 14, 2015
    here’s a conspicuous history of books that simply should not work: Books like U & I by Nicholson Baker, a book-length exercise in “memory criticism,” where Baker traces Updike’s influence on his own writing life while studiously not actually re-reading any of Updike’s books. Or books like Out of Sheer Rage, Geoff Dyer’s book that procrastinates away from […]
  • The Valerie Miles Interview March 14, 2015
    The idea was to uncover the secret life of these texts, why do their creators consider them their best work? What’s the clandestine, the underground, the surreptitious meaning or attachment? Where’s the kernel, the seed from which a body of work grew, what the driving obsession? Is it something sentimental, something technical, maybe even something spiritual […]
  • On Being Blue by William H. Gass March 14, 2015
    Look up at the sky, or down into the ocean, and what color do you see? We see blue, but not Homer—he never once employs the term throughout The Iliad and The Odyssey, famously calling the sea "wine-dark" and the heavens "bronze." Neither did the Greek philosopher Xenophanes say blue—he described the rainbow as having only three colors. Th […]

The New Ways to Reach Readers

readingKevin Smokler has an excellent op-ed at Publishing Perspectives on how authors and publishers need to think in order to reach readers. I don’t agree with all of it, but the basic message is right on target: “Don’t ask readers to buy a book based on trust. Find a compelling way to preview it for them, and mass produce that.”

What we need is the equivalent of an “MP3 format” for fiction: a modest snack-sized dabble of new books and stories, capable of the same ubiquity that the MP3 has brought to recorded sound. Say what you will about how hard the 21st century has been for the music business, it remains an unparalleled golden age for music fans where exploration, discovery and kaleidoscopic fandom has never been easier nor more culturally encouraged. That record labels have not found a way to stay in business despite this bounty is both their own fault and a mistake book publishers should not repeat.

Now I’m not one to claim that multimedia is the way to go. There are few things that turn me off from a book than a movie-style “book trailer” (heck, I don’t even like trailers for most movies). Likewise, I don’t really care if you’ve documented your book with a behind-the-scenes photo shoot or have written a series of witty limericks that you accompany on your banjo.

Books’ main strength always has been–and continues to be–that they are unique in our entertainment universe because they are almost universally composed of nothing but written words (and other associated typographical symbols). If you look around, that’s a pretty unique asset these days. It’s clearly reason why I like reading so much. In terms of previewing books, marketers need to figure out how to work with this, not against it.

As to how to best do that, this, in my opinion, is great advice:

The hard reality of our time and our business is that there are a lot of books, and they compete with a lot of other attractions (and distractions) for your customer’s time and money. Plus, your best customers — avid readers — are actually less hungry for “shiny new books” than you think and already have more than enough books to fill their reading lives, most likely, until death. Given how many great books most people already own, ”new” and “fresh” by themselves are not alluring, and “new” without “why” is mere ballast.

This is absolutely true. I already own way too many books, but I’ll always buy another book if the book really excites me. If I can be convinced that this book in my hands has the right to jump to the head of my to-be-read pile because I really, really want to read it right now, then at that point the price of buying it new becomes just an afterthought.

But all the time I read marketing pitches that don’t come close to giving me this sensation. It’s true: they just trot out the cliches of the new and the fresh without giving me any sense of why I would want to experience that particular title.

From my own experience, I can say that Google Book has been very effective in serendipitously recommending me book that I not only browse but also end up purchasing. If a marketer could figure out how to harness my search terms to give me previews of upcoming books, I think that would be powerful indeed. By that same token, well-written, trustworthy criticism often is a much more powerful draw to new books than anything I get from marketers. That’s not to wholly discount marketing or to say that there aren’t marketers out there who do excellent work, only that there are other avenues than the standard techniques being used right now.

Though I’m generally on Smokler’s wavelength in this piece, I disagree rather strongly with this contention of his:

Trust: There is now an entire industry of online services, radio shows, MP3 blogs and music festivals, designed to expose like-minded music fans to new artists. We in publishing don’t have this, at least not as formally. Most readers trust book recommendations from friends long before those from publishers, editors, critics or even booksellers. Thankfully, the technology now exists to make those relationships both visible and workable. It would require significant investment from many competing interests, but imagine what a Netflix or iTunes of fiction could do for the reading experience, where books are put in play with other cultural interests — film, music, television — and you can quickly discover that a love of Mad Men might be a strong predictor for a love of Walker Percy.

Publishing quite definitely has an online collection of taste-purveyors that is at least as formally entrenched as the film or music industry’s. One of the biggest compliments I receive on this site is when people tell me they bought a book because I recommended it, or when people tell me that they’ve discovered countless new books through this site. And I know that this blog is far from being the only one that provides this service for readers.

Beyond blogs and other sites that have sprung up from the grass roots, we book-lovers also have more formalized taste-recommendation engines. Smokler is right to say that these engines have helped consumers discover new music, films, etc, but I disagree completely that we don’t also have this for books. The major online booksellers and other interested parties are clearly already doing this. If we don’t have one that is as widely recognizable as NetFlix is for movies or iTunes is for music, that’s because no one single player has managed to dominate the industry, and that’s a good thing. A world where Amazon, Barnes & Noble, Powell’s, IndieBound, Borders, and Google Book all compete to recommend the best books to me is a much better one than one in which just one of these entities dominates the taste-recommendation market.

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3 comments to The New Ways to Reach Readers

  • Thank you so much for your thoughtful feedback. I think there’s a lot here to take in that I hadn’t considered.

    Regarding Netflix/iTunes etc. I guess what I was looking for was some kind of giant marketplace of snakcable book bites, paired with collaborative filtering which would say “You like x author you haven’t heard of before because I see from your Goodreads account that you love Toni Morrison.”

    Does that exist and I don’t know about it?

  • admin

    Hey Kevin,

    And thank you for the great editorial. I agree that what you’ve outlined in your comment isn’t really available at the moment for books in any one place, though I do think that you have something similar to that in the aggregate. Probably the closest one thing to what you’re asking for would be Google Book, insofar as some publishers are beginning to put up significant previews of new books. I also think there’s potential with Scribd, if someone can figure out how to link a taste recommendation engine to the growing number of previews going up via that technology.

    But assuming someone managed to combine the best elements of the various rec. engines into one place, I suppose my question would be whether the benefits of having all the info be outweighed by subtracting the independence of the voices?

  • Hmm. Could you last question be answered by having certain voices (like say those you “favorite” or “add as friends”) weighed more heavily than others?

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