This provides a perfect explanation of why commercial publishing will rarely be the first to publish truly innovative fiction. They're talking about literature-in-translation here, but it might as well be any kind of fiction that doesn't conform to market expectations:
On a more commercially-minded list like Putnam’s, a book is more likely to be judged strictly on its potential to appeal to US readers. “I’ve always worked for very overtly commercial houses,” says Kahan. “None of the houses I’ve worked at have a mandate to go out and search for world authors, but we’ve certainly been able to publish some of them, and publish them well, using exactly the same formula as we use for our English language authors. About 30% of my authors are not American — a fair number of them are from the UK, which is the same language but a different culture. We’re able to make these people who are not Americans work in the American market using pretty much the same marketing and the same kind of packaging. You have to find the right book that is going to appeal to the audience that your imprint serves.”
Norton, true to its heritage as an independent publisher of serious literary titles, has more of a cultural mission, though in the end the criteria that determine what Weil publishes in translation are not so different from the rest of his list. “Norton’s had a commitment to translations forever,” Weil recounts. “Polly Norton used to translate Rilke herself in the 1930s, so Norton knows how to do translated books. But you still have to be very careful assessing the market. I think it’s the same with any book, it’s just a lot harder.”
Now first, no respect to Norton, which is a wonderful press and also distributes wonderful presses like Dalkey and New Directions. And, heck, no disrespect to Putnam either, which after all is doing what it needs to do to stay afloat in a difficult market. (Which is pretty much always if you're publishing literary fiction.) The marriage between art and business is always problematic, and you've pretty much got to accept that fact.
Nonetheless, what comes across pretty clearly here is that the smart business decision is to not publish anything that doesn't already fit into a particular market segment. And that neatly sums up why your average commercial press isn't going to be breaking in innovative fiction very frequently. That job goes to non-profit publishing and smaller presses who are willing to take more risks and toss business sense to the wind.
Of course there are exceptions. Vintage broke Tom McCarthy into the American market with Remainder, a book that would certainly qualify as innovative. Although it's worth noting that Remainder was already a big success in England, which made it a lot easier for Vintage to take a risk on.
And there are occasions when interesting literature can be marketed well:
Weil’s strategy is to pick prestige projects that he can turn into literary events. ”I signed up the complete works of Isaac Babel and it took me years to put that together, and that was a huge success about 8-9 years ago. [Or] this book The Greek Poets which I commissioned eight years ago, half of the 700-800 page book is Greek poetry which has never appeared before in English. There’s a 2000 year tradition of Greek poetry which no one knew about. I love that book. I think in a year I’ll be at 10,000 copies of a $40 book. I did a big fat book and you have to pay attention to it. Then I can separate the book into little books. I’m going to be living happily ever after with these Greek poets.”
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