The short answer is–if they want to make any money they do.
In case you’re woindering whst makes me bring up this topic, I’ll tell you. Lately it seems many online romance boards have been consumed with one topic: why don’t white romance readers read black romance books? The immediate answer is some do. Speaking as a black romance author, I know that many of the people who read my books aren’t black. I meet them at boo signings and conferences. They write me and tell me so. And if is true that blacks make up 12 percent of the population and command 20% of the market, it stands to reason that somewhere right now someone white is reading a book with black folks on the cover But I would bet my next advance check that the majority of white romance readers have never read a book by a black romance author.
So what’s the big deal, some people wonder, if books by black authors are not being read by and large by white readers? They’ve got their own built-in market so what are they complaining about? There are several problems with that scenario, the chief of which is monetary.
Only the starry eyed go into this business expecting to make a fortune on a first book. However, everyone hopes to make a decent wage for decent work. Although I haven’t conducted an official poll, I can count on the fingers of one hand all the black romance writers I know who support themselves solely on income from their writing (I’m not one of them). However I know of quite a few white authors able to do this. To be a black romance author today means to have a smaller market and therefore a smaller earning potential than our white sister authors. Considering that there is little difference between romances written by white and black authors, the lesser earning power is a source of great frustration among black authors.
The lack of earning power is a source of concern on another front also. In this time when numbers alone, not quality of work, longevity in the business or even a charming disposition, determine who gets a contract and who doesn’t, the ability to pull money into the publisher’s coffers is more crucial than ever. What happens if those companies who publish black books decide there’s not enough profit in it and either shut their doors or substantially curtail their operations? I don’t see that happening any time soon, but every market stagnates after a while. If you don’t think that’s a possibility, look at what’s happened to Regencies lately and tell me that’s not a possibility.
In my opinion, the romance reading market is somewhat finite. There are plenty of folks who would rather put out their own eyes than pick up a romance novel. Romance novels sell so well because the people who read them read so many of them, not because the number of people who read them is so huge. If romance revenues dip, it’s usually because a downturn in the economy forces people to buy less and head to the UBS or library more. So the most likely way to increase sales is to be on the to buy list of people who already read romance than to convince non-romance readers to buy a romance.
At least that’s my take on things. I have yet to see any statistics that would indicate whether growth in sales is due to more black readers reading black romance or more romance readers reading black books. If anyone’s got some numbers, I’d love to see them.
Black readers who insist on segregation of black books to make it easier for them to find them should take note of the above paragrahs. Aside from my general loathing of segregation of any kind (I’m old enough to remember being bussed to a “white” school) I realize that black romances may be written BY and ABOUT black characters, but they are not written exculsively FOR black readers. They are written for anyone who wishes to pick up a good book with outstanding characters and a wonderful storyline. Every reader, if not blinded by preconceptions about romance or what black folks do or don’t do can appreciate that.
Hi Dee,
Interesting perspective on this topic. But I think this perspective crosses other genres as well. I think Black writers/readers of fiction will tend to cross over to white authors books more often than the other way around. Much success to you with the Body series.
Love & Peace,
VeeJay
http://www.vanessaajohnson.com
Thanks VeeJay, and stay tuned for part two of my blog. I think this black/white issue is pretty complex. Great to hear from you.
Dee-I feel the same as you. I’m a mystery writer and there are usually plenty of mysteries on the mainstream bestsellers lists. But with the exception of Walter Mosley, there aren’t any many black mystery writers crossing over into the mainstream. I think that’s mainly because black authors are only marketed to black readers. When a nonblack mystery lover goes to the bookstore to look for new authors to read, they go to the mystery section. They won’t find my book there because books by black authors, no matter what genre you write in, are lumped together in the African-American section. Do I think black readers are more apt to read white authors than the other way around? Yes. But I think it’s mainly because white readers don’t know about our books.
Angela,
Thanks for posting. So if we take it for granted that black books across the genres are only marketed to black readers, what do you think we authors can do to get the word out there that our books exist? IMO it takes the publisher pushing you out there to a wider audience to really be successful, but how do we get publisher’s to abandon that tunnel vision approach that only blacks read black books? Now that Harlequin is taking over the publishing reigns from BET, do you see much of a change in marketing focus occurring?
Dee-I knew my publisher wasn’t going to cross promote my book to mystery readers. So I did it myself to the best of my ability. I’ve heard of authors coming up with fabulous marketing plans on their own that really got their publisher’s attention and support. I agree that it takes publisher support to really push an author to a wider audience and I’m happy for any author who is getting that kind of support from their publisher. But I don’t think authors should sit back and wait around for it. I think we should do everything in our power to promote ourselves. I think when it comes to most authors, publishers start really getting behind and author when they see big results. As for the BET sale to Harlequin, only time will tell. I’m cautiously optimistic that it will be a good thing and the BET marketing staff will be able to take advantage of Harlequin’s resources.
You have listed some great info for food for thought. I have a daughter who is 17, and she will not shop at Barnes and Nobles because they do not segregate their books. She only wants to browse therough African American books. Now I see that if you want to have a variety of readers this is not a good idea, yet so many prefer to find their books in one place.
Dee,
I completely see your point, as I like to stand in the book store and watch who is buying what books. I have a very mixed selection on my personal shelves. As a reviewer, I get to read a wider variety of genres and authors than most readers typically do. After reading your blog, I found myself wanting to go stand in the store and direct everyone to what book I thought they should buy! Many readers are missing out on some great stuff!
Livia says. . . . ..
http://www.theromancereadersconnection.com
Hi Dee,
I totally agree with what you’ve said but there is also another side to this problem. It’s the positioning fo the African American Romances in the bookstores especially the chain bookstores. These books are generally banned to what is called “The African American Reader’s Section” NOT GOOD! Your average white romance reader does not venture into the African American book section. It is my opinion that romance is romance and the books should be placed in the romance readers section. It also would not hurt to display them ocassionally with the covers facing out so all readers can see what’s new in this genre!! It happens with white romances why not African American romances? Regardless of the color of the skin of the couple posing on the book it’s the same time of story on the inside . This move good be good for the romance industry monetarily simply because, now you have all readers wondering into the same section and you’ll now have African American readers perhaps crossing over to buy more white romances, and whites crossing over and buying more African American romances, a win/win situation or what?
Livia