Essential reading: George Mann on packaging the SF & Fantasy genres

Filed by: Darren on October 18, 2007 at 16:07
Filed In: Marketing, Publishing, Work, Writing

George Mann of Solaris Books has posted an insightful piece on the Solaris approach towards the design, packaging and presentation of their genre fiction book covers, in a feature called 'Marrying Authors to their Market: a Genre Perspective', over on the Solaris Books main website.

He opens with a couple of paragraphs that neatly explain the two principle strategies that are open to genre publishers when it comes to choosing a cover design, along with the primary risks associated with each:

1) Attempt to reach as wide an audience as theoretically possible - primarily by 'neutralising' the cover in order to avoid scaring away potential mainstream book-buyers - which runs the risk that the book might get lost in a no-mans'-land somewhere between the two.

2) Target the 'core' genre fiction audience - by making it blatantly obvious through the design of the book cover that this is a genre title with little or no pretensions to mainstream appeal whatsoever - which runs the risk of limiting the sales potential to a relatively small segment of the overall market.

Solaris Books, since their inception and launch earlier this year, have stuck determinedly to option 2) and it's an approach which has paid handsome dividends, as George tells us:

"For Solaris, this approach has so far served us proud. The list is defiantly midlist, aimed at a core readership, and as both individuals and publishers we revel in the genre, in all its aspects and forms – novels, movies, manga, comics. We celebrate our inner geeks. Although we recognise there are other successful ways to package books and appeal to readers, we've chosen to go in this direction. Our books look like science fiction and fantasy novels, with all the stereotypical trappings, and we've received a great deal of praise from both critics and readers for our celebration and support of the genre. Our lists – both Solaris and The Black Library – go from strength-to-strength, and for now, our strategy remains steadfast: we publish books for SF/F fans, for the SF/F section of the bookshop."

Of course, just sticking any old space ship or dragon on a book cover won't guarantee success. You still have to come up with a design that's striking, appeals to the right audience, and yet isn't so crushingly, embarrassingly awful that even the most die-hard genre fiction fan will be too embarrassed to be seen reading the book on public transport. Which is something else that Solaris have managed quite brilliantly to-date, with a selection of (imho) extremely good covers, like these:

Solaris book of New Science Fiction ed. by George Mann

Solaris book of New Fantasy ed. by George Mann

I think this is absolutely the right approach to take, and the roaring success of Solaris is something that every genre publisher should be paying attention to. But the 'packaging and cover design' riff only tells half the story.

We live in an age of increasingly influential Long Tail economics (see Wikipedia for a useful summary: "products that are in low demand or have low sales volume can collectively make up a market share that rivals or exceeds the relatively few current bestsellers and blockbusters, if the store or distribution channel is large enough"), and genre fiction is a product area that's massively impacted by the principles of the theory.

As students of the Long Tail know and as Chris Anderson makes clear in his book of the same title (which, incidentally, every publisher and author working in genre fiction needs to read): in this Internet-enabled information age, data on the variety and wide availability of a range of products in a given product area is - for practical purposes - both limitless and free.

From the point of view of the Long Tail audience for a particular product, the most pressing task is therefore to filter that vast flood of data in order to select the products that offer the best fit for the customer's needs. In short: they need to boost the signal-to-noise ratio to the point where they can reach an informed purchasing decision. Similarly, from the point of view of the producer, the trick is to somehow rise above the vast sea of info-noise; to make their product stand out and be noticed, yet to do so in a manner that emphasises its authentic appeal to the potential customer.

One of the best ways to accomplish both these tasks is via the medium of key, relevant information aggregators; those processes and processors who cut through the noise, pick out the best products on offer and then tell other people about them. Customers need to find trusted aggregators whose taste coincides with their own and who can be relied upon to tell it to them straight. Producers need to develop strong relationships with those same aggregators, in order to keep their products in focus and secure as much quality, targeted coverage as possible.

In the case of genre fiction, the aggregators take the shape of genre news websites, regular bloggers, knowledgeable booksellers, reputable critics and reviewers. Publishers and authors who understand the theories and forces involved are already tapping the ability of these aggregators to filter, disseminate and broadcast their knowledge-backed recommendations to a targeted, relevant, interested audience, and as a result they are driving forward sales of their titles.

George and the Solaris crew understand the Long Tail principle (along with a whole bunch of others to do with permission-based marketing, inherent remarkability and concepts like the ideavirus) which is why you'll always see them at genre conventions and gatherings of fans, why they maintain a regularly-updated and interesting blog (When Gravity Fails) and why if you're a reviewer, or a blogger, or a web 'zine editor, and you drop them a line, there's a good chance - if your site is professionally presented, or well enough regarded in terms of its Technorati authority, or if your enthusiasm is just incredibly obvious and obviously genuine - that they'll get right back to you with whatever information you need, perhaps a review copy of the book you're interested in, maybe even a promise to pass on your questions to one of their authors for an email interview.

All this is because at Solaris they know that by reaching out to those key aggregators they're potentially talking to many more (two, or three, or a dozen, or a few thousand) interested, enthusiastic, switched-on potential book-buyers. As a result, you'll find reviews and general coverage of Solaris titles all over the blogosphere and wider genre-flavoured corners of the Internet: 40,600+ hits on Google for "Solaris Books", and counting...

The Solaris crew aren't alone out there, either: there are publishers and business managers and publicists at many other independent presses - and even some of the larger genre imprints - who have an equal eye for and appreciation of the possibilities on offer. But alas, some of those guys are hamstrung by the corporate rule-book; locked into dictated, old-school ways of doing business which haven't changed much since Amazon appeared on the scene; which is why they might not seem quite so active (although dammit, they're doing their best).

And then there are those guys who, for whatever reason - sheer disinterest, the corporate grind, a genuine lack of time to read and re-train, higher-ups who don't give a shit about genre fiction and don't care who knows it, whatever - just don't seem to get it. If you're a genre author who's stuck with one of those guys as your publisher / editor / publicist, then all is not lost; but you probably are going to have to roll your sleeves up and get stuck in yourself. But then, that's no bad thing either, providing you do it well and do it with enthusiasm and genuine interest.

Anyhow, to return (at last) to the original topic of cover-design and offer a quick summary:

As a matter of policy, Solaris Books have declared that they're very firmly targeted at the 'core' genre market, and the 'core' genre market has responsed well, by buying Solaris titles. But I think the essential 'genre-ness' - and high quality - of their cover design is just one key ingredient of their overall recipe for success; their aesthetic excellence is backed up by the whole gestalt attitude of everyone at Solaris Books, one that says: "We're genre fiction fans, and we're publishing for genre fiction fans, which is why we want to talk to them and find out about the sort of books they want to read; so we can make sure that those are the books we publish..."

I think it's a great policy, indeed quite possibly the only one that really makes any sort of Long Tail sense. After all, why waste money, effort and a book's increasingly limited and precious exposure-time (one senior genre fiction editor revealed at a panel at this year's Fantasycon that most UK bookstores now only give titles a six week lead-time before they insist on returning them to the publisher for full credit) on a scatter-shot approach that you hope will result in increased sales and market-share, when instead you could focus all your energy on a key segment of the overall audience; one that's that's already receptive and ready to hear what you have to say?

In short: until you know you've talked to as many fans and regular readers of a given book's relevant genre(s) as you can possibly reach - as many interested, excited, purchase-pre-disposed, potential book-buyers as you can find - then why on Earth would you want to take the gamble of trying to talk to just anyone? Especially when it ought to be painfully obvious by now that most non genre-fiction readers and fans just aren't listening...

So, yes, I look forward to seeing many more fine and very definite genre fiction titles with well-designed, eye-catching genre-fiction artwork on their covers, from Solaris and all the other publishers with a similarly switched-on outlook. I hope those same books will continue to fly off the bookstore shelves and online catalogues. And, speaking as one of those aforementioned information aggregators, I hope to continue to play my own small part in that process...

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2 Responses to 'Essential reading: George Mann on packaging the SF & Fantasy genres'

Cover Art « Torque Control on October 21st, 2007 12:45 pm

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[...] discussion over cover design and art in science fiction, which ranges from Solaris Books to Ariel at The Genre Files to Lou Anders, editor of Pyr. And back again to The Genre Files, sucking up Mark Chadbourn in the [...]

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