16 August 10 | Chad W. Post

So, what can be done to accomplish the change in priority from “How do we pay for translated fiction?” into “How do we get more people interested in these books?”

First off, there’s the “publishers are sheep” problem. I once saw Scott Moyer (formerly of Random House and Penguin, currently working at the Andrew Wylie Agency) on a panel talking about Shadow of the Wind and how the success of that particular book caused editors to seek out the next Carlos Ruiz Zafon. Is this really what we need? Not that Zafon’s not talented, not that I don’t think people should read his books or books like them, but I’m pretty sure that publishers love imitation more than their audience does. Medium-hopping for a second, how many Lost-esque shows came out after the immediate success of Lost? I think about a billion, none of which are still on the air. Readers like similarities, not necessarily repetition. Publishers like sure things. There may be a problem here.

Not that it’s easy for anyone — psychic or not — to identify what’s going to take off. One of the reasons imitations don’t work is because audiences tend to be fickle. Trends are trends because they aren’t permanent.

But what might be worse from a culture standpoint is if readers do come to believe that all translations are equal.

Let me digress for a minute: I’m not going to go into it too much here, but I do want to say that one of my beliefs is that publishing — or media creation of any sort—is a special sort of industry. Sure, it’s an industry based on profit and loss and catering to needs and purchasing power, but it also has a larger import. What’s published affects culture as a whole. Ideas circulate thanks to books. Visions of the world at large are crafted by what we read and see. So treating publishing as solely a money game is missing the fact that most of this are in this because we know that books have power and that we are hopefully contributing to the greater good via our jobs. Or most probably. Maybe it’s just me and I’m deluded. But still.

A while ago, I came up with the idea of the “one country, one author” problem. For example: people found out about Jose Saramago, fell in love with Blindness, and didn’t bother reading other Portuguese writers because they had already read the best. And Garcia Marquez equals Colombia. Tolstoy was Russia.

OK, that last one is debatable and maybe the whole idea is a pile of crap, but let me tell a little story about what happened to us recently. Open Letter runs a subscription series whereby for $100 you receive 10 books over the next year. After we were featured in the New York Times, hundreds, literally hundreds of people signed up, not really knowing what kind of books they’d be getting, except that they were “translations.” One of the first books sent out to these new subscribers was Ilf & Petrov’s Russian classic The Golden Calf. This book is hysterical, readable, great fun. A couple weeks after sending it out, however, I received a letter in the mail from a new subscriber asking for a full refund, since “nothing I have ever read could prepare me for this. I don’t read a lot of translations and this was nothing like The Elegance of the Hedgehog.”

The Non-Beach Reading Audience

Running parallel to the beach readers is a smaller, yet very devoted, group of literary readers. These are people who get geeked about the Man Booker Longlist. These are people who made David Mitchell’s The Thousand Autumns of Jacob de Zoet a New York Times bestseller. Who made Roberto Bolano’s 2666 a bestseller. Who made Per Petterson’s Out Stealing Horses a bestseller. These are the people who might read Steig Larsson, but may well crave Mathias Enard’s aforementioned Zone. These are readers who have always been around, always been on the fringes supporting the artists. This group is not half a tenth as large as publishers would like, but these are the readers who help mold literary tastes for years well into the future. And for the first time in history, it’s suddenly become much easier to reach and interact with these readers.

Everyone knows we live in a culture of mass markets. At any point in time it seems like everyone is reading the same twelve books. And this is comforting to publishers. If you can produce one of the twelve, you can capitalize on that shit. It’ll be stacked at Barnes & Noble. People will be reading it on the subway. Sure, there are those other readers who aren’t interested in these types of books, but man, they’re much harder to identify and reach. This is true, but for the readership for literature in translation to take off, I think you have to.

This is why publishing houses with strong brands — Archipelago, Europa Editions, New Directions — do better with literature than some of the major commercial houses. They may not have the distributing power, but they draw this other group of readers to them. In some ways, they’re in a better position to successfully publish a “non-commercial” translation than a Random House.

Multiple Approaches to the Readership Issue

I’m not trying to say independents are better publishers, or that we shouldn’t try and publish translated “beach books” in order to increase the audience for literature in translation — just that we need to take a multi-pronged approach to this situation.

On one hand, you have the presses identifying and marketing the hell out of translations that have the potential to become very, very popular. This is what a number of the major houses are really good at. And it makes them money and it helps them believe that there is an audience for these “foreign” books, and it leads them to publish more of these titles. All very positive.

And on the other side, you have the small presses who tend to focus on the books with a more diffuse readership. Books that “aren’t for everyone.” There’s nothing wrong with that. Some people like to rail against the culture-at-large for not appreciating this particular aesthetic. Which is kind of stupid. There is an audience for these books — it’s just up to the publisher (and any other organizations who’d like to help with money, ideas, or manpower) to find creative new ways to connect with these readers. We live in a digital age where social networks rule our time online and we’re more tuned in to one another’s lives than we’ve ever been. Whereas in the past there was that small group of readers who bonded over an obscure Grove publication, nowadays this same handful of readers can broadcast their love to similar groups across the country. And these numbers add up, and the influence these readers have can be monumental.

If different publishers, funders, reader-oriented organizations approach sides of this readership coin in different, yet equally innovative ways, (and yes, I realize that it’s sometimes really hard to distinguish what’s mass and what’s cult), some real change might come about. Hell, maybe a highly literary translation will be the beach book of summer 2011.


Comments are disabled for this article.
....
I Called Him Necktie
I Called Him Necktie by Milena Michiko Flašar
Reviewed by Christopher Iacono

While looking back at an episode in his life, twenty-year-old Taguchi Hiro remembers what his friend Kumamoto Akira said about poetry.

Its perfection arises precisely from its imperfection . . . . I have an image in my head. I see. . .

Read More >

Return to Killybegs
Return to Killybegs by Sorj Chalandon
Reviewed by Vincent Francone

The central concern of Sorj Chalandon’s novel Return to Killybegs appears to be explaining how a person of staunch political activism can be lead to betray his cause, his country, his people. Truth be told, the real theme of the. . .

Read More >

The Last Days
The Last Days by Laurent Seksik
Reviewed by Peter Biellp

Spoiler alert: acclaimed writer Stefan Zweig and his wife Lotte kill themselves at the end of Lauren Seksik’s 2010 novel, The Last Days.

It’s hard to avoid spoiling this mystery. Zweig’s suicide actually happened, in Brazil in 1942, and since then. . .

Read More >

Selected Stories
Selected Stories by Kjell Askildsen
Reviewed by P. T. Smith

To call Kjell Askildsen’s style sparse or terse would be to understate just how far he pushes his prose. Almost nothing is explained, elaborated on. In simple sentences, events occur, words are exchanged, narrators have brief thoughts. As often as. . .

Read More >

Letter from an Unknown Woman and Other Stories
Letter from an Unknown Woman and Other Stories by Stefan Zweig
Reviewed by Christopher Iacono

After a mysterious woman confesses to an author simply known as “R” that she has loved him since she was a teenager, she offers the following explanation: “There is nothing on earth like the love of a child that passes. . .

Read More >

Colorless Tsukuru and His Years of Pilgrimage
Colorless Tsukuru and His Years of Pilgrimage by Haruki Murakami
Reviewed by Will Eells

Floating around the internet amid the hoopla of a new Haruki Murakami release, you may have come across a certain Murakami Bingo courtesy of Grant Snider. It is exactly what it sounds like, and it’s funny because it’s true,. . .

Read More >

The Matiushin Case
The Matiushin Case by Oleg Pavlov
Reviewed by Brandy Harrison

The publisher’s blurb for Oleg Pavlov’s The Matiushin Case promises the prospective reader “a Crime and Punishment for today,” the sort of comparison that is almost always guaranteed to do a disservice to both the legendary dead and the ambitious. . .

Read More >

Fear: A Novel of World War I
Fear: A Novel of World War I by Gabriel Chevallier
Reviewed by Paul Doyle

One hundred years have passed since the start of World War I and it is difficult to believe that there are still novels, considered classics in their own countries, that have never been published in English. Perhaps it was the. . .

Read More >

Little Grey Lies
Little Grey Lies by Hédi Kaddour
Reviewed by P. T. Smith

In the London of Hédi Kaddour’s Little Grey Lies, translated by Teresa Lavender Fagan, peace has settled, but the tensions, fears, and anger of the Great War remain, even if tucked away behind stories and lies. Directly ahead, as those. . .

Read More >

Autobiography of a Corpse
Autobiography of a Corpse by Sigizmund Krzhizhanovsky
Reviewed by Simon Collinson

One of the greatest services—or disservices, depending on your viewpoint—Bertrand Russell ever performed for popular philosophy was humanizing its biggest thinkers in his History. No longer were they Platonic ideals, the clean-shaven exemplars of the kind of homely truisms that. . .

Read More >

The next few events from our Translation Events Calendar: See More Events >