Open Letter to Creative New Zealand Literature Review
October 2014
Dear Creative New Zealand
Let me start by saying that I greatly welcome
the opportunity to contribute to this review, even if I doubt that my
contribution will itself be welcomed, considered, or even read.
PESSIMISM ABOUT PROCESS
My pessimism is based on my twenty years of
experience in public policy. I have noticed that those elements of any
consulted community which has traditionally benefitted from any one state
agency’s largesse are best placed to influence that agency so that their source
of taxpayer funding continues unabated.
They do this, typically, through being
initially consulted on the terms of reference of the review long before other
parties even get notified that a review is in train. Typically these
“interested parties” then write submissions which while acknowledging changes
in the environment, ultimately recommend the same self-serving policies they
have taken $2.4 million from. This is, what I shall term, the “vested interests”
view.
There are always, of course, other parties.
Those who are not vested interests. Such parties typically are not known to the
state agency and therefore regarded as dubious and suspect. Quite often such
parties indulge in nakedly jealous agitation for a slice of the “vested
interests” pie. Sometimes, fearing some sort of political or media agenda, the
state agency tosses them some form of sop to mollify them and bring these
“wannabe vested interests” inside the tent, where they can be taught the
etiquette of standing politely in line.
And then, finally, there are the “idealists”.
People, like myself, who have no vested interest, nor any real ambition to be
vested interests, who lob ideas into the mix which cause initial splutterings
of discomfort and embarrassment but who can be shut down by appealing to the “consensus”
(meaning the vested interests) and their associated gravis. By this means the
agency can resume pandering to its vested interests, pick up the threads of
business-as-usual and ignore the unpleasant suggestion that they are indulging
in arrant cronyism.
That, at least, is the political drama of any “review”
and I have seen it played out frequently enough to have a great deal of
difficulty believing that this review will be any different.
And yet, despite this -- perhaps because I am
indeed an idealist -- I will persist in tilting at windmills which in the heat
of the moment give the impression of being capable of shifting.
Why? What is my interest? I am what is now
termed an “indie” author. That is an author who, taking advantage of the
technological eruptions shaking the publishing industry, has eschewed the
conventional route to publication and instead published himself. This was not
particularly difficult as in my professional career I have been a journalist
and editor for 35 years. However the reason I became an Indie author was more
due to circumstance than choice, and those circumstances are core to the issues
I wish to bring to the attention of Creative New Zealand because they will
affect most new New Zealand writers (i.e. the ones Creative New Zealand doesn’t
give much help to).
REVOLUTION AND CELEBRITY
For it can hardly have escaped Creative New
Zealand’s notice that globally Amazon has tilted the playing field of global
publishing. Large publishing corporations revenues are falling and they are
merging to survive. Most of the large international publishers which have
traditionally formed the infrastructure of New Zealand literature have now closed
their doors and withdrawn across the Tasman. Indeed the New Zealand publishing
scene is fast contracting to the University presses, small (and often
part-time) niche publishers and the few remaining large presses which tend to
focus on sure-sell non-fiction typically focused on sports or hobbies.
At the same time there has been an explosion
of creativity by independents who have taken their literary ambitions directly
to market via Amazon, Smashwords, Kobo and more recently the Apple iStore and
Google Play. Not needing the permission of anyone these independents are “unknown”
to the conventional publishing establishment, even as some bring home foreign
exchange from international markets which the “vested interests” writers would
struggle to match. It is notable too that the focus of the Independent movement
has been completely different to the conventional one. It reflects the global
market for stories.
Prior to Amazon and the Independent movement
it was impossible to find a New Zealand publisher interested in romance,
fantasy or science fiction (the largest genres in world publishing). There is
no question that romance, fantasy and science fiction can appeal to the
immature who in turn regurgitate it in, the form of turgid prose, emotionally
crippled plots and unoriginal ideas. On the other hand Jane Austen wrote keenly
observed romances, H.G Wells wrote science fiction and Shakespeare wrote enough
about witches, fairies and ghosts to qualify as a paranormal fantasy author. What
we were, rather, seeing was a patronising snobbery perpetrated by a small cabal
of New Zealand academics and their acolytes. This literary establishment is not
interested in stories people read but in its own prestige, it’s pecking orders
and being subsidised to the tune of $2.4 million by Creative New Zealand.
Somehow this literary establishment thinks
being a Writer is to be a celebrity. The New Zealand Books Council even has
writer “pin ups” for God’s sake. It isn’t
to be someone who just feeds their family by writing, but to be the conscience,
the wit, and the soul of a nation. It is to be a rock star (and typically with
the same dubious royalty arrangements). In this model it is the role of
commoners to raise themselves like Daedalus on wings of aspiration and fine
prose into the refined air of their elect judges in glamorous literary competitions
so that a few might be selected to join their heavenly throng watched on by
adoring masses who wistfully applaud their genius assisted by suitable
quantities of chardonnay. Those deemed less worthy would crash back to the
harsh confines of humdrum employment and plot their rise for another day. And
now Amazon is pissing all over that so Creative New Zealand needs a review.
What I expect this review will do is continue
with the notion that literature is some form of celebrity industry because it
is in the interests of those running the review and benefitting from it to do
so. However I would point out that the seriously more glamorous film industry
does not operate that way in this country. The film commission deals with an
art form which is extremely expensive to create. The cost of creating a book
is, by contrast minimal. Most writers do this as equity partners. Traditionally
it was the cost of post-production, marketing and distribution in publishing which
was expensive. With the advent of electronic books distribution costs are now
minimal too.
BASIS OF REVIEW
So let us turn then to the grimy and
thoroughly unglamorous business of making a living from publishing. Typically
when an industry body carries out a review it starts from first principles.Unfortunately
Creative New Zealand’s review has not established a robust policy platform for
reassessing the reasons for any state
interventions in the literature market. It has simply asked the “vested
interests” how they would like their menu of existing subsidies re-drawn. The
result will of course be business as usual. But why should taxpayer and lottery
funds be spent on the literature market at all? Why should literature receive
subsidies and not our computer software industry or underprivileged kids? What
is the purpose of investing in New Zealand literature if it is not cronyism?
Creative New Zealand’s governing legislation “Arts
Council of New Zealand Toi Aotearoa Act 2014” Section 7 States:
·
The principal
functions of the Arts Council are to—
·
(a) encourage, promote, and support the arts in New
Zealand for the benefit of all New Zealanders:
·
(b) promote the development of a New Zealand identity in
the arts:
·
(c) allocate funding to projects for professional and
community arts, including funding for—
·
(i) Māori arts; and
·
(ii) the arts of the Pacific Island peoples of New Zealand;
and
·
(iii) the arts of the diverse cultures of New Zealand:
·
(d) uphold and promote the rights of artists and the right
of persons to freedom in the practice of the arts:
·
(e) maintain relationships with other agencies and
organisations:
·
(f) give advice to the Minister on any matter relating to
or affecting the functions of the Arts Council:
·
(g) perform any other functions conferred on it by this
Act, any other enactment, or the Minister.
Although 7(a) says the Council supports the arts
for “the benefit of all New Zealanders” it is not made clear whether this is
meant in a participatory, economic or consumer sense. Parliament has not seen fit to stipulate
whether “all New Zealanders” benefit from the mere existence of arts (i.e.
underprivileged kids should be grateful that subsidies go to artists), or
whether the Council is bound by an egalitarian duty of equal opportunity. Section
7(b) gets a little clearer by stating the Council is for “...development of a
New Zealand identity in the arts”. Identity is not defined in the Act but is generally
a person's conception and expression of their own self-identity and others' individuality or
group affiliations. In short, taxpayers fund arts (or in this case, literature)
which helps identify what makes New Zealand and New Zealanders different.
Literature examines qualities of character,
conflicts of beliefs and mores, history, the effect of location, and language.
Therefore to be New Zealand literature at least one of these elements must
refer to New Zealand in some pivotal way. Is it New Zealand literature if a New
Zealander goes back to ancestral Finland and writes about reindeer? No. It
wouldn’t benefit all New Zealanders and it’s not about any aspect of New
Zealand self identity. Why should such literature receive taxpayer funding just
because the writer is a New Zealand citizen? It would have been nice to see a little
more clarity in the interim document on what Creative New Zealand actually uses
as rules for finding because the list it offered precluded projects only on the
basis that they could be funded by another state agency. Once again this smacks
of cronyism.
The only legitimate reason for any taxpayer
assistance to any industry is market failure in the pursuit of a social outcome
deemed valuable. If there was no New Zealand literature our conception of
self-identity would be inevitably shaped by non-New Zealand literature.
According to the Act a New Zealand literature is worth subsidising if it
explores a sense of New Zealand self-identity which might not, due to market
failure, otherwise be explored.
Therefore the key question is where does
market failure occur in the New Zealand literature market?
MARKET FAILURE - LITERARY AGENTS
First it cannot be gainsaid that New Zealand has
a healthy supply of writers (poets, novellists etc). Every year dozens of new New Zealand writers
add their efforts to the world-wide glut of stories and poems whether it is
through Amazon or on Wattpad, or via conventional publishing. In my view there
is no justification whatsoever for a state agency to choose any one individual
writer over any other writer or writers.
The reputation of all writers and poets must be tested and established
in a market, whether we are talking about Ngaio Marsh, Margaret Mahy, Janet
Frame or Narlini Singh. They may be wildly different markets but a state agency
has no business in subsidising their business.
If their books lose the interest of their audience this is not a concern
of the New Zealand Government.
I therefore reject all forms of personalised
benefit such as writer’s residences, travel etc. This will appeal to the “vested interests”
but is scarcely for the benefit of “all New Zealanders”. Nor does it have much to do with the New
Zealand identity. It is simply a reward for other forms of success approved of
by the state agency. It is undeniably a form of state funded cronyism.
There is also very limited justification for
any kind of state subsidy for the distribution (by which I mean printing and
distribution) of any book. Every book can now be rendered electronically,
replicated and distributed for virtually no cost. These skills are taught in
publishing courses in New Zealand and can be acquired by any reasonably
intelligent person on-line. Why should
the state subsidise printing a book of poems rather than housing an
underprivileged child just because the poet thinks it would be nicer to have
their poems in print rather than on a free website? The only possible
justification is where the book is an art work in and of itself. This will
generally be because of the quality of the illustrations and their composition
into a book form of physical artifact. These cases are rare and do not really
constitute literature so are not really within the scope of this review.
There are, however in the fields of marketing
and post-production some extremely serious areas of market failure which I
would hope Creative New Zealand will now turn its attention to.
When I completed my manuscript all the sites
advised me to find a literary agent. The lists on all the authoritative New
Zealand websites were all wildly out of date. At that time there were none.
There are, of course, literary agents in other
countries, but from experience I have discovered that there really is a big
cultural difference in the outlook of Australian, Canadian, English and
American literary agents. They simply aren’t interested in New Zealand stories
as such. They are interested in selling their own culture’s stories.
So the first and most crucial market failure
was the massive hole in the New Zealand literary agents market which occurred
when the Ray Richards Literary Agency folded. A huge body of industry wisdom
effectively evaporated as former staff scrambled to find new jobs. Only Frances
Plumpton managed to rescue a business from the embers and her focus is far
narrower than that of her predecessor. Even so if Frances fell under a bus New
Zealand would lose a career’s worth of industry wisdom. Not only does New Zealand need more literary
agents, it also needs an on-going system of literary agent development.
I should also add I have absolutely no time
for “manuscript assessors”. A literary agent assesses a manuscript with an eye
to sale. They know who might buy it and for how much if they can pitch it. A
manuscript assessor essentially takes a writers money and (at best) tells the
writer someone else “ought” to buy it. At worst they do nothing for the writer
but feed their inadequacy while milking them for money. Publishers do not rely on manuscript
assessors views (some are quite blunt about this). Manuscript assessors are
simply parasites on writers with more money and lack of confidence than sense. Only an agent with skin in the game can
provide a writer with any meaningful feedback.
It is notable that the Film Commission is
effectively a literary agent for New Zealand films. Lindsay Shelton played a pivotal role in the
development of early New Zealand films due to his knowledge of the
international market. Shelton was not affiliated with any particular production
house (publisher) but all relied on his international contacts and market
awareness. Creative New Zealand has
historically sent writers to events like the Frankfurt Book Fair but these are
effectively mere junkets. What is needed
is the development of a body of industry expertise in international book
markets available to “all New Zealanders”.
Working out the balance between private business and state agency is
likely to be difficult but this would provide a vital resource for all New
Zealand writers.
But marketing to the traditional publishing
industry is only part of the solution. The electronic book market is a
completely different animal and it has very different dynamics. Given that this
market is growing rapidly where traditional industry is shrinking Creative New
Zealand urgently needs to gain a better understanding of how this industry
works. This is not a one-off project it is an on-going job and it will require
a formidable skill-set.
MARKET FAILURE - DISCOVERABILITY
A new book is added to Amazon literally every
five minutes. The discoverability of new (or indeed any) book on these markets
is very, very difficult. New Zealand’s
self identity in this environment is in danger of simply being drowned. This is not a problem if Creative New Zealand
is solely interested in pandering to its coterie of vested interests. Creative
New Zealand can create and celebrate its literary celebrities as a happy little
bubble divorced from the nasty reality of global publishing simply by using its
taxpayer funding to do so. This would be
contrary to section 7A of its Act but I doubt if there are many lawyers waiting
in the wings to take this to judicial review. But in the long term such a
bubble will eventually be popped by technological change and New Zealand
literature will have been swallowed up in the meantime. Therefore Creative New
Zealand really does need to challenge itself and address this issue.
The response many authors are taking to the
discoverability issue is to create “launch collectives”. A launch collective works by authors banding
together to buy and five-star review each other’s new books as they are
released. Because the great mass of new
books on Amazon vanish into the purgatory of being ignored a concentrated burst
of attention to a new book will send it up the rankings attracting the interest
of genuine readers. Similar
backscratching techniques also exist on new literature sites such as Wattpad
and Authonomy.
While they are ethically dubious launch
collectives exist for good reason. The simple fact is that lost in an ocean of
options even excellent books will be drowned. The need for momentum in discoverability is
critical to overcome the sheer size of the global market.
The traditional response to discoverability
has been the New Zealand Book Awards. While organisers love it for 97% of authors however this is an expensive waste of
time. If we take a hypothetical award
with one hundred entries at $120 each. There will be one winner, and one, maybe
two runners-up who are immediately ignored. That means that for 97% of
participants there has been no return on investment because only the winner
will have any form of promotional focus.
Now if we apply a normal curve to the quality of those entries at least
50% of them were better than average. Some 16.5% of them are above the first
standard deviation for quality and five of them are very good indeed. In the end the judges will make their
selection from the top 16.5% based on their own predilections which another set
of judges would probably not replicate. So at the top end the final winner is
selected largely subjectively. Why should the virtues of all those other
writers be ignored and their money taken simply so that the Minister of Wine
and Cheese and the top judge can have their picture taken with the winner? How
has that whole ediface benefitted all New Zealanders? It doesn’t. It benefits
vested interests.
There is a better way.
In the world of electronic publishing the
review is critical. It doesn’t matter whether the review was as simple as “it
was good” or “it was dumb”, in an environment of low discoverability any review
has a huge effect on the sales of any writer. Some reviewers are genuinely
interested in writing while others appear to be trolls who serially bag (other)
writers. The motivation to review New
Zealand writing is therefore an area of potential market failure Creative New
Zealand might address.
Now as a former book reviewer myself (The
Dominion, NBR) I believe that there is something to be said for investment in
the book review as a literary art form in its own right. First, reviews are
short, and don’t need the huge amount of planning and time as either a short
story or a novel. Second the qualities of a good review, are also the qualities
of any other good example of literature. Third, the perception of the reviewer
in appreciating the skills of another writer also provides the insights needed
to help train the reviewer also to write.
And finally, but most important, a good supply of reviews is precisely
what writers need to sell their books if they are not to stoop to the deception
of the launch collective.
Therefore, in my view, what Creative New
Zealand needs to do is provide funding to encourage reviews of New Zealand
writing. This would benefit all New
Zealanders far more than awards for a handful of books. Because reviews are a
short form of literature it would be easier to generate more reviews than more
literature.
While ideally one would reward all reviewers
this is not feasible or indeed desirable as some reviews have little insight.
This suggests that a competition would be required. The only entry criteria
would be publication, preferably in a site or journal where other potential
readers might read it (Goodreads etc). Entries would be lodged as links on a
New Zealand literature website. While
the reviews themselves would be on existing sites voting on and discussion
about the qualities of the reviews would be on the New Zealand literature
website.
An obvious target for such a competition would
be school and University students. The prizes for students would be a year’s
course fees for English at a New Zealand University. There is also no
particular reason why foreigners should not be incentivised to review New
Zealand books either. This would encourage consumption of New Zealand
literature and potentially provide a tourism benefit for literature in the same
vein as film claims one. The incentive of a holiday in New Zealand for the
winner of a review competition might be expected to hugely improve the chances
of foreigners choosing to read and review a New Zealand book.
Such a site would have the benefit of being a
focus for the entire New Zealand literary scene as not only would authors seek
to have new works reviewed it would become a journal of record of New Zealand
works and what audiences thought of them. Those who entered the competition
would log their review links and could then vote up or down others reviews
(although obviously not of their own books). Because the prize is for the best
reviews, not the best works, the writer is less incentivised to gerrymander the
outcome. Such a resource would rest most naturally in the ambit of the New
Zealand Books Council.
In my view this is as much as Creative New
Zealand needs do to address the market failures surrounding the marketing
aspect of New Zealand publishing. They are not small and would make a
considerable difference. This brings me to the other remaining point of market
failure: post-manuscript production.
MARKET FAILURE - POST MANUSCRIPT PRODUCTION
As I stated before the Copyright Act
effectively makes a writers copyright the equity which any author brings to the
publisher’s table. But as traditional publishing royalty percentages indicate
this equity is not the bulk of the expense of producing a book. There is
usually a need for structural editing, copy editing and proofing. A book needs to be designed and, even if only
on the cover, illustrated. There are permissions to manage, facts to check,
rights negotiated and contracts drawn. This is the equity the traditional
publisher puts into a book even before the costs of marketing and distribution
begin.
For Independent authors the costs of
post-production can be significantly onerous and the difficulty of finding
competent help considerable. Some simply don’t bother and publish work which is
wanting for published quality. In some books I have seen (traditionally
published too, I might add) the post-production effort of attention is solely
on the initial chapter which is all that the buyer sees before committing to
purchase. Once sold very few retailers offer refunds on the basis of poor editing.
This then is a potential market failure. There is little to incentivise authors
to outlay significant sums of money on quality when a suitable cover may, in
itself, sell more books. Certainly
online writing forums are full of complaints by professional editors that their
skills are being neglected in the publishing stampede. Even I (and I have had
“editor” in my job title for 21 years) could not justify the expense of paying
for my novel (at 636,000 words) to undergo professional post-production because
the family budget simply could not stretch that far.
To my mind there are two separate problems
here. One is incentivising the use of editors at all, and the second making
their work affordable.
There are a number of schemes around the world
for validating the quality of the final proof. It seems to me that the support
of New Zealand libraries (local government and school) for a grading scheme
would be extremely useful. If books were graded into five star quality gradings
based on a simple statistically robust and objective tests for inadvertent
grammatical and typographical errors libraries would have a useful guide for
the purchase of local New Zealand literature.
Such a grading service would operate on a full cost recovery basis with
charges for each test. The test would have the acceptance of a large and
influential community of buyers and provide a useful guide to would-be self
publishers and their customers. It would also provide a useful quality
assessment tool for those wishing to validate the value provided by private
editors and post-production service providers.
The issue of affordability is somewhat less
clear. Essentially the owner of the work is the party enjoying the benefit of
improved quality. Traditional publishers invest in post production based on the
expectation of a return but they have the benefit of a portfolio of works to
sell. Any other manufacturer who
produced a product (for example in the fashion industry) would not expect to be
subsidised by the government to achieve better quality. While Creative New
Zealand has typically acted as a funding agency, effectively dispensing
taxpayers funds to vested interests who know its systems and its
administrators, a more appropriate structure in this regard would be a bank.
Instead of handing out funds for writers or
publishers to purchase production skills Creative New Zealand would lend those
funds – ideally at significantly reduced rates of interest. This would allow
Creative New Zealand to have some say on the qualifications of those eligible
to be engaged under the scheme. It would however also mean that the fund would
grow each year as previous recipients paid back their drawings.
NEW ZEALAND BOOK COUNCIL
Finally as a new writer one of the most
difficult things is finding help which does not treat you like a noob and
potential muggins. Perhaps the most
helpful organisation I have found has been the Romance Writers of New Zealand
who have a spirit of mutual support and sharing (even if you aren’t a romance
writer) that the literary establishment would do well to emulate. It is telling
that major New Zealand romance writers are not even included on the New Zealand
Book Council’s biography of New Zealand writers.
Which brings me to the New Zealand Book
Council. For a start the Book Council seriously needs an electronic books
strategy. It obviously hasn’t got one. Most of its programmes treat books as if
they are treasured physical artifacts. While the curation of artefacts is an
important role, it is one for museums not an organisation which purports to inspire
more New Zealanders to read more; to promote reading in general, but
particularly to represent and promote New Zealand writing and writers – our own
artists, stories and points of view.
For example what is the Book Council doing
about the fact that the most common electronic library platform in municipal
libraries in New Zealand is Overdrive, a U.S based one which makes it almost
impossible for New Zealand independents to be included in its catalogues? Not much.
I asked them, and frankly the whole issue was of zero interest. What is the Book Council doing about eBooks
in schools? Again, apparently not one helluva lot. These deficiencies are
because the Council’s resources are devoted to programmes which it has been
running for decades. Who pays for them? Creative New Zealand.
If a funder-provider split for services to New
Zealand literature via Creative New Zealand is appropriate it would be nice if
the Books Council was less engaged in ego massage services to New Zealand
writers (it has a section on its website called ‘writer “pin-ups” - really?)
and more in practical and useful services (such as those discussed earlier) for
all New Zealanders and writers.
There is also a need to provide a less
celebrity oriented view of writing than Booknotes. There is no practical
information in that publication at all compared to the Romance Writers less
pretty but far more brass tacks Heart to Heart. This provides useful contacts,
and useful how-tos on everything from tax to ISBN numbers. New writers without
access to this sort of support would seriously struggle.
And that is, fundamentally, the crux of the
issue I put to this Creative New Zealand literature review. Is Creative New
Zealand locked into the old publishing/record company style model of celebrity
hype and pitiful royalties? Or is it going to address the changes to the
business model Amazon, in particular has wrought in publishing? If so, it will
need to emulate the film commission and devote a lot less resource to cronyism,
subsidies and celebrity and a lot more to providing practical assistance to
writers.
It will be interesting to see which course you
choose. But as I said from the outset, and it is also obvious from the review
document, your path is already chosen, and this is just a Quixotic lance
passing in the hot wind.
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