I suppose I should mention that this isn't an opinion piece. Well, there may be a few opinions sprinkled here and there, but mostly it's an entry about a few news bits going round--a "word is" piece.
(1) Word is ... that Chick-Lit is dead or at least dying, not only in CBA, but in the general market as well--and that it's too far gone to resuscitate, at least in its original form.
(2) Word is ... that historical fiction is on the upswing and in hot demand again.
(3) Word is ... that in spite of the best and most energetic efforts of some of our better fantasy and science fiction writers and fans to make their genre or genres work, sales aren't enough to create much interest or a demanding presence in CBA or in the general market. It's always been especially difficult to create enthusiasm in CBA for fantasy and/or sci-fi, and that apparently hasn't changed.
(4) Word is ... that the CBA market needs to offer a wider variety of genres and more titles that appeal to the general audience as well as their own evangelical "niche" market. The buzz about the need for "edgier" fiction and "literary" fiction never quite goes away. The thought in some circles is that publishers are missing the boat on this one.
That said ... wait, there's more. There's both reality in the above mumurings but some overreaction as well. Again, taken from those who know the business: agents, editors, publishers, marketing, and sales people, here are at least some of the facts:
About (1): Yes, the Chick-Lit genre is fading fast. It's said that it's as good as gone. One--and only one--of the reasons for its demise that has to be considered is that the market was glutted with too many similar stories, told in too many similar voices--to the point that most of the novels began to sound alike. Sound familiar? It's happened before. Remember the Gothic novels of the sixties and seventies? The "bodice-ripper" historicals? The "recovery" craze? The "angels" trend? That's what I mean by a glutted market with too much similarity in the offerings.
No doubt a few of the more popular writers will continue to sell for an indeterminate period of time, but many of these same authors are also looking for ways to blend and turn the genre to new directions in order to provide readers fresh new stories in a variety of different formats and keep their presence in the market vital and distinctive. Because some of these authors are very good writers and savvy about marketing, you can count on them to do just that. And readers will benefit from the creative challenges they meet and the changes they make.
Regarding (2): Yes, it's true. (Do I hear a few cheers from the historical writers and readers corner?) Agents and editors confirm it: the historical novel that only a few years ago had slipped somewhat--but not completely fallen--from popularity is again on a roll.
Regarding the fantasy/science fiction genres (3)--this really isn't news, but it's been difficult for some to accept. Even so, it's been the reality for years now. Some inroads have been made in CBA, but by only a very few authors, with some critical acclaim but only modest sales. Consequently, the market has not yet embraced the genres. Entire movements have sprung up, especially on the internet, with the common theme that it's only a matter of time before science fiction and fantasy are "discovered," that publishers need to do more to help build the genres--sign more authors and produce more (quality) novels in these genres--the thought being that once the publishers catch on to this simple formula and finally catch the vision of the vast audience out there, things will change. The "if you build it, they will come," scenario. After all, if it works in the general market, it will eventually catch fire in the CBA market.
Unfortunately, the solution isn't that simple. Even in the general market, fantasy and science fiction don't account for broad enough sales to allow the genres to grow much beyond where they are, and where they've been, for years now. The greater response is still for only a limited number of authors and titles. And because, as has been frequently pointed out, CBA is a much smaller market--a so-called niche market--it's also a more complicated, difficult market to "crack."
About (4): the reality is that CBA does today offer a generous variety of genres--so many more now than was the case even a decade ago that for those of us who have been in the industry several years, the change has been fascinating, and at times virtually amazing, to watch. Of course, we can always do more. But for those who weren't acquainted with the CBA market until a few years ago, you can't begin to realize how much things have changed.
Here's what connects all the above, including the cries for more "edgy" and more "literary" fiction: it's in the hands of the consumers. The readers. Those who buy the books. Publishers have to offer what will sell, or soon they won't be in business. Yes, it's a business. And yes, we would hope that this business also incorporates ministry and even some idealism as well, but it remains--and must remain--a business.
This is an example of the publishing business often passed on to new writers: publishing is a chain. The writer sends a manuscript to the publisher ... the publisher buys the manuscript and publishes it ... the marketing and sales people go about showing, publicizing, and selling the book to the bookstores ... the bookstores sell the book to their customers--the readers. If this chain breaks down at any point, you have trouble, possibly failure. You can take a powerfully written book of pure excellence, published by a house that gives it all the best in promotion and marketing, then placed in the hands of an enthusiastic, eager sales force who sell it into bookstores that are convinced it's the next bestseller, and then ...
See what's happening? The chain is still intact, although it could break at any link. But this time it gets all the way into the bookstore before it breaks at the point of the readers ... because they don't buy it. No matter how good it is, no matter how much faith the publisher had in it or how excited the marketing and sales people were about it and how high the hopes of the booksellers were for it, if there's something about that book that doesn't connect with the readers, that's the breakdown of the chain. It can be related to lack of interest or suspicion of the genre or something about the cover--or any number of elements--but the sad reality is that that the chain can remain unbroken right down to the final link ... and still fail.
Publishers, marketing and sales, and bookstore buyers are a part of the process: but the real power lies with the consumer. The reader.
And that's not news. It's just reality. A reality that writers learn--or need to learn--to live with.
BJ