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Wed, 16 May 2007
Consolidation in Poetry Distribution: Harmful or Helpful?
A recent article at the Poetry Foundation website notes, with alarm, the trend toward corporate-style consolidation in literary book distribution. A large distributor, Perseus, has been buying up smaller distributors that specialize in literary publishing, including poetry; its largest acquisition is Consortium, the Cadillac of poetry distributors, which includes such venerable publishers as Copper Canyon Press and Tupelo Press among its clients. Another acquisition was Publishers Group West, which was in bankruptcy. This kind of corporate acquisition, while not unusual in other industries, is unprecedented in the smaller-scale, frequently non-profit world of poetry publishing. The Poetry Foundation article sums up the concerns of many poetry publishers this way: Perseus's acquisitions---startlingly aggressive, corporate moves in the mom-and-pop world of poetry presses---have changed the small press landscape, undoing an infrastructure that might have had its weak spots, but was familiar and established. It means the transformation of companies that small presses have worked with for years. Now the small press publisher is asking: who am I sending my books to, and can they be trusted?...When Perseus bought Consortium, the move came as a shock to Consortium's clients, and it had many of them wondering whether or not their hard-earned positions within the distributor's roster might be undermined by the new management. Apparently Perseus sees commercial potential in small-press distribution, so, despite the uncertainty, it is hard to see how their investments are a bad thing. These purchases mean that distributors such as Consortium are on firmer financial footing; they may be able to grow in ways that they could not under independent ownership. This, in turn, may mean more distribution opportunities and channels for their clients. These distributors haven't exactly been driving huge annual increases in poetry readership, as noted by the Poetry Foundation article: "it's a truism in poetry publishing that most books simply aren't getting out there." Some publishers fear that the consolidation represented by Perseus would lead to fewer, rather than greater, sales: "How can we maintain our visibility when we are becoming an ever-smaller piece of a larger puzzle?" asked Michael Wiegers, the editor of Copper Canyon Press. (For what it's worth, I doubt Copper Canyon has much reason to worry: their 2006 financials, which you can access at their website, show gross revenue of nearly $1.2 million, and a surplus of more than $98,000.) Of course, the flip side of Wiegers' question is this: Would poetry be better served by distributors such as Publishers Group West going bankrupt, and having their poetry clients just tossed on the street? I doubt it. The move to bring a more business-like structure to the world of poetry publishing may be unsettling to those publishers who operate as much out of a love of literature as a desire to earn a living. Corporate values--to maximize profit--are not much loved in the world of poetry publishing, where most organizations are incorporated under a not-for-profit basis. Revenue from sales are only a small portion of the budgets of most such organizations; fund-raising, in the form of grants, donations, and so on, are as much a part of the organization's daily work as editorial tasks such as reading manuscripts, proofing page layouts, and designing covers, and as marketing tasks such as sending out news releases and placing advertisements. Obviously, it remains to be seen whether Perseus' consolidation of small-press distribution will have a beneficial, benign, or harmful effect on literary book sales and readership. I'm hoping that it will be beneficial. However, the issue of bringing poetry to a readership is a vexing one. As the Poetry Foundation article asks: if the American public will read poetry when they can find it, and if all over the United States warehouses are stacked with books, how, exactly, can we get these books to move? How can we get the poems within them to be seen? Perseus? Anyone? It's a good question, one without easy answers. Paradoxically, bookstores are a lousy place to sell books--at least, poetry books. When we started WordTech several years ago, we looked at the hurdles we'd have to leap to become a publisher of any size. Under a traditional publishing and distribution model--large press run, warehousing books, and trying to push books into bookstores--it seemed an impossible task. Fortunately, print-on-demand was maturing as an alternative publishing model, and this approach seemed ideally suited for a field such as poetry. (I've discussed the economics of traditional vs. print-on-demand approaches to publishing poetry in a previous blog entry.) Our approach is one way--one that works for us. I hope that Perseus is able to do a good job for its clients, as well. |
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