Reports of Genre Death Are Greatly Exaggerated

Dead Genre: A genre agents and editors claim cannot be sold due to prevailing market trends and/or market glut. See also: Whatever Marcella writes.

Kidding/not kidding on that last one. It seems to be my super power - writing stuff that makes editors and agents wince when I say, "It's a [insert genre here.]" But, thing is, if you survey indie authors writing in that same genre, many of them will tell you flat out that their books are selling very well, thank you. It happened most dramatically with queries I sent out for Damned If He Does. I'd figured I'd get blow back about the heroine being asexual. Nah. It was 100% about the book being a paranormal. From the swift and terse, "Whoa, we don't do THAT." rejections I received, you'd think I'd flung dog poo over the transom. [Runs to check reviews] Nope. According to the reviews the book isn't *that* bad. I'd just fallen victim, again, to dead genre-itis.

Just because publishers declare a genre is dead, it does not mean the truly rabid fans of said genre have given up on it. It means the readers who were reading the genre because it was the 'in thing' of the moment have moved on, yes. But the readers who adore paranormal or who covet vampire porn for their vacation beach read are ALWAYS going to go looking for those things. I loves me nothing quite so much as a skillfully written SFR - which - if you take a quick gander around the paperbacks being released by NYC houses are in short supply. As in: There are zip. NYC drove one of my very favorite authors right out of publishing until recently when she came back shields up and all phasers firing. You guessed it. She went indie. And that's the lesson.

No audience ever totally evaporates. The pond just gets a little smaller until the next lightning strike of 'new and in fashion' hits and readers rush in from the last fad. Core readers of every genre have long since learned not to trust their reading pleasure to the vagaries of the traditional publishing houses. They go hunting for what they want among indie authors.

So if you have your heart set on publishing through a traditional house, you are subject to the dead genre clause - if what you write is something they believe they can't sell because GENRE, you are SOL for a few years until the pendulum swings back in your favor. But if you've written a book you love in a genre everyone tells you is dead? You certainly have the option of self-publishing that book and of feeding the core readers of that genre. Keep that up and those core readers will follow you just about anywhere.

The Stability of Dead Genres

Jeffe's post from Sunday was spot on about the marketing cycles and unpredictable sharp turns of mainstream publishing's trend-watchers.

No genre ever dies in self-publishing. It doesn't matter how sub or niche the genre, somebody is writing those stories. It's one of the joys of zero gatekeepers telling the market what they are and are not allowed to read.

Sure, even in self-publishing, the sales within popular genres will fluctuate with the trends. It's basic supply and demand. Whatever the "it" genre is will attract more authors to pump more books into the field, which leads to the issues of quality, quantity, and discoverability. If you're writing to a popular genre, prepare for an extreme emotional roller coaster. The competition for consumer dollars is fierce and it doesn't always translate to net revenue. The 1% who achieve anomalous success will face a backlash as the trend hits its apex. Self-published authors who are paying attention will know when the popularity bubble is readying to burst because their reviews and sales will show the indicators. (If the publishing houses were smart, they'd keep a closer eye on self-pub sales to detect the dying trends earlier as fair-weather readers tire of one trend and move on to the next "it" genre.)

If you're writing in an off-trend genre--a "dead" genre--you're more likely to have stable sales. That is not to say you'll ever have a predictable paycheck, especially in a creative field where having a "steady income" is like having a unicorn farm. But most readers who find your books are readers who are already committed fans of the genre. These readers are also more likely to stay with your series, post reviews, and virally market your books within their reader-community.

For the long game--for the career writers--writing to a "dead" genre is actually a great strategy to build a dedicated fan base that allows you some semblance of stability. The key word there is "build." No flashes in the pan. No get rich quick scheme. You are the ant, preparing for the seasonal fluctuations in sales. You'll know the highs, lows, and expectations of your genre's market. You'll become a bonafide member of the genre's community, tapped into all the benefits therein. Should the fickle tastes of consumers come 'round to elevating your genre to an "it" genre, you get to ride rising tide, enjoy the short-term boost, and then get back to normal.

Write the stories you want to write. Write them to the best of your ability. Sell them with an understanding and respect for your targeted audience.

But THEY Said that Genre Is Dead!

Our new creepy collection of toothy tales, TEETH, LONG AND SHARP, is out! And so gratifying to see it as an Amazon Best Seller. Many thanks to catnip author Ilona Andrews for giving it a shout out that helped push it there.

This week's topic is all about "dead genres."

For those not in the industry swim, this terminology is used primarily by agents and editors. (Maybe by in-house marketing people, I don't know.) They use the phrase in panels at conferences, or during one on one pitches. They'll sadly shake their heads and say, "that sounds like a great story, but that genre is dead." By that they mean, the agents don't think they could sell it to a publishing house and the editors don't think they can sell it to their acquisition board or marketing team.

You'll also hear them say it with confident scorn - largely when asked what they're looking for and what they don't want to see. "Vampires are dead!" they'll scoff, perhaps with an eyebrow waggle for the pun. "I'll set my hair on fire if I have to read another vampire story."

There's a couple of things going on here, one real and one not.

The not-real thing is that this is their job and, like everyone does with their jobs, they get tired of certain things. It's easy to wear thin on stuff and cast your scorn for it in a stronger light than you might otherwise. There's also a huge component to that job that's reading the future. In traditional publishing, they're trying to forecast what readers will want to buy as far out as two or three years. Being able to prognosticate confidently is half the battle. (Being able to accurately do it is the other!) Most of them want to sound smart and savvy, so being able to declare what's hot and what's not is part of that.

If you press them, they'll pretty much all concede that no genre ever "dies," that it's all cyclical, and they mainly mean that it's a hard sell right then. It just doesn't sound as sexy to put it that way.

That leads us to the real part. It's a fact that the publishing market gets glutted. What happens is this:

1. NEW BOOK BREAKS MOLD AND SELLS LIKE CRAZY (e.g., Fifty Shades of Grey, Harry Potter, Twilight)
2. READERS LOVE THIS AND WANT MORE
3. PUBLISHERS SEE CRAZY SALES AND WANT THAT, TOO
4. AGENTS AND EDITORS SCRAMBLE TO PUT OUT MOAR BOOKS LIKE THAT
5. MOAR BOOKS LIKE THAT GLUT THE MARKET
6. READERS BEGIN TO TIRE
7. SALES DECLINE
8. AGENTS AND EDITORS DECLARE THAT KIND OF BOOK DYING OR DEAD
9. NEW BOOK BREAKS MOLD AND SELLS LIKE CRAZY

So, really, it's not like a genre dies on its own. Arguably the industry flogs it to death and leaves it dying on the compost heap.

Still, what authors need to know is that a "dead genre" doesn't mean there's not a market for it. It means they're unlikely to interest an agent in it or sell it to a publishing house.

It doesn't mean that the well-established authors in the field aren't still producing and selling books. They very likely are.

It doesn't mean that self-published books in the genre won't sell well. They very well might! But a little numbers comparison explains that. If an author self-publishes a book and sells 1,000 copies for $2.99, she makes $2,000 on it. Considering that she likely spent no more than $1,500 producing the book, she's already ahead. If she sells 5,000 copies, she's made over $10,000; if 15,000 copies, she's made over $30,000. That's a decent income.

Now, to many publishing houses, selling 15,000 copies is a failed book. They work on an entirely different scale. 

It all depends on what you're trying to do.