Futility is a specialization of those of us who consider ourselves fans of Ecclesiastes. Thus it is that the blog of an editor gets so little attention among academics. Since you’ve been kind enough to drop in, I’m going to share some secrets with you. Make sure the door is closed. Ready? I want to talk about academic publishing. If you, like me, have written academic monographs, you’ve probably figured out that we aren’t famous yet. What’s going on here? What happened to the day when “I wrote a book” meant something? Like all organisms, academic publishing evolves. Many academics want to write for a wider audience, but sometimes miss the bigger picture. Here are some tips to help out:
If you want to write for non-academics get to know some. A good first step is ditching the jargon. “Prosopography” wasn’t on many people’s SAT vocabulary flash cards. Even if you know how to use a thesaurus to find an archaic synonym to use, don’t assume your reader will do the same. Try reading a novel once in a while. They can teach academics quite a bit about how to communicate. Learning to speak the vernacular is only part of the battle, though. The larger part is learning what is of interest outside the academy. Some things, such as Ecclesiastes, aren’t. Oh, I know, I know! Five years of your life spent on some obscure topic should be worth publication. It probably is. A handful of people will read it (print run numbers would only make you weep). If you want to reach a wider readership, you have to go where people actually live. What’s of interest to them? Hoi polloi. They won’t bite. To write for a wider readership you need to learn what people find interesting and what they simply don’t.
An editor can be your friend here. You see, editors are measured by how well their books sell. We can usually tell at a glance if a topic is in the “less than 200 copy” camp or not. I know that you were taught in your doctoral program to find some abstruse subject never before addressed and research it from every possible angle. Write up your results and publish. A far better way to write for a wider readership is to begin a conversation with your editor. Are you thinking of a book on a specific topic? An editor can tell you if it’s likely to work or not. The idea of writing the book your colleagues said would be hot and then finding a publisher seldom works to everyone’s satisfaction. It’s all about communication. And you, dear readers, now know something most professors don’t.
As a recovering academic, I sometimes am compelled to look when Academia.edu sends me notices. Academia, most of my academic colleagues don’t realize, is a for-profit website that advocates open access. “Open access” (or OA in the biz) is academic trash talk for making the published results of research available for free. It’s a great idea, but it often doesn’t take into account how complex publishing really is. Peer review, printing, and distribution of articles all take money and to make all research free cuts out what those who publish the research can use to fund the venture (with a cut taken out, of course, to make the whole thing worth their while). That’s the way capitalism works. (Look it up under economics.) In any case, not realizing that Academia is also a profit-making venture, lots of us put our published papers on it, making them freely available to anybody who cares.
Once in a while Academia will send its users a flattering notice: “X-hundred people have cited your papers.” Be still, my throbbing heart! Desperate for any attention, most academics (let alone us exes) are thrilled that more than 100 people have read their stuff. So I clicked their link. “309 papers mention the name ‘Steve Wiggins’ or ’S.A. Wiggins’” it cheerfully reads. I know something the robot apparently doesn’t. I’m not the only Steve Wiggins on Academia. There is a slightly older agronomist whose name I share. He’s employed in academia and has more papers than me. And “S. A. Wiggins” could be anybody. My 309 paper mentions shrinks to double digits. Not high double-digits either. Names are hardly unique identifiers. With some seven-and-a-half billion people, there’s bound to be some reduplication. I always tell the few curious to search “Steve A. Wiggins”—with the quotation marks—to find the few, true references.
Taking on the internet is a fool’s errand. This blog gets a few piddly hits a day. I often consider closing it down. Readers don’t share it enough to get any attention. It takes a lot of effort on my part since I write books (both fiction and non) in my hours not at work. So when Academia shows up in my inbox my excitement spikes, just for a moment, and I go on with my other work, which never seems to get done. And then, when I’m sure nobody else is looking, I go ahead and click on the link.
Many academics I know dismiss editors as just another species of laity put on earth to serve the guild. There’s perhaps some truth to that. Without people to write books—and few beyond the professorate are granted the time and leisure to do so—we’d be without a job. One of the more hidden aspects of being an editor is, however, its prophylactic role. One thing that those of us who’ve written books know is that we get pretty close to our subject. We have to. Writing a book while viewing your topic from a distance is possible, but not desirable. Being too close to your subject, however, often leads to extreme myopia. Many are those who are quick to dismiss editorial suggestions wonder later why their books didn’t do better. Think about it. Editors, by definition, read all the latest stuff.
We’re kind of like shepherds, my fellow editors and me. We try to keep the ideas in order. We’re not the owners—the authors are—but without an able shepherd you soon find yourself lacking the sheep that make you wealthy. The benefit of an editor is having dispassionate eyes—often knowing eyes—viewing a nascent book without the love of a parent. Don’t get me wrong—we often have great fondness for those books we didn’t write. We can tell the author something s/he is too attached to the text to notice. We can help the writer avoid mistakes. Not that we’re perfect, but we are critical because we’re rooting for you. Facilitators.
It used to be common for editors to be authors. With the growing atomization of specialization, however, this is fairly rare these days. As a colleague of mine once put it, editors are more like deans than faculty. We look at book budgets and statistics. We face the harsh realities. And some of us were once faculty. I receive dismissive notes now and again, supposing that I’m an English major who made it good. Unlike many editors, however, I write. I’ve sat on both sides of this desk and when I offer advice it’s for your own good. Academics and publishers need each other. For one, without books there’s no promotion. Without books, for the other, there’s no paycheck. Like any shepherd, however, we know that the sheep are the important assets. We shepherd ideas into books. But you have to trust the shepherd to do the job.
One of the things you see quite a lot of as an editor is “the next big thing.” Authors with an ego that awes me ensure me that this book will be the sea change we’ve all been waiting for. Things will be different after this is published. I don’t blame them. The trades all say that you’ve got to convince the editor that this project is worth her or his while. Overstating the case is par on this course. All of this got me to thinking. If you’ve read biblical studies seriously you’ll recognize the name Wellhausen. I don’t even have to use his first name—you know who I mean, right? Well, we’ve gone beyond the days when you could be a Wellhausen. When I was a student people spoke of the Wright, Bright, and Albright school. We knew who each of these gentlemen was. Now there are so many spoons in the pot that we’re not even certain what’s cooking.
Have you seen this man?
I’m not sure what the attraction to advanced degrees in this area is. If my case is anything to go by (and I don’t claim that it is) you grow up in a Bible reading family and you want to take the next logical steps. When you’re far enough along on the path to realize what’s happened, it’s too late to turn back. Many things in life are that way. There is a tipping point, a moment of crisis, then nothing will be the same. Then you learn you’ll never be the new Wellhausen. There was only one, and that was a couple of centuries ago now. I run into some pretty strange stuff when it comes to ways of reading the Bible. When the dust settles, however, we’ll still be counting J, E, D, and P on our fingers.
This isn’t a field for fame. Don’t believe me? Approach a stranger on the street and ask them if they know who Wellhausen is. Alas and alack, one of our greatest names is nobody outside the academy! In my own days among the privileged professorate, I never suspected I’d be anything but one of many voices trying to be heard. After all, my training was really more in history of religions than Bible in the first place. Dead languages had to be negotiated, but that’s all part of becoming an expert in something nobody really cares about. But then I think of Wellhausen. There was a time when all of this could make a nation such as Germany sit up and take notice. That day was centuries ago, and I’d better check that pot—I think maybe whatever’s in it may be done.
Posted in Bible, Higher Education, Memoirs, Posts, Publishing
Tagged academic publishing, and Albright, and P, Biblical Studies, Bright, d, E, Germany, J, Wellhausen, Wright
Working in publishing, I’m well aware of the stresses of the information industry. Jobs frequently evaporate as new, less formal ways of spreading ideas develop. To the typical academic what a university press offers is the secret knowledge of where to send their monograph to get it printed and bound. As if a printer and spiral binder weren’t available at the local Kinko’s. Oh, wait. Kinko’s doesn’t exist any more. You can do most of this at your own university anyway. With 3-D printers you might even be able to print a reader. No, what academic presses have to offer is credibility. If we’re honest we’ll admit that some presses are known for publishing just about anything sent to them while others are selective. The selective presses are often considered the more reliable since they set up the highest hurdles and accept only materials that come as close to being true facts as information can. Self publishing, as might be expected, has muddied the waters.
The same is true in book publishing’s cousin, the newspaper industry. As analysts point out, you can get whatever “news” you want from social media. With varying levels of truth. Stop and think about the people you knew in high school. Those who tend to friend you on Facebook. Would you trust them for accurate news? This has become all the more important because our government is now in the business of fabricating facts. Fact checking is too much work and besides, who has time? It’s easier just to believe lies than it is to buy a copy of the New York Times. Newspapers, you see, used to offer the same thing as the academic press—credibility. The New York Times and the National Enquirer are two different things—you could tell at a glance. Now it’s hard to tell where the news originates.
This point was made by Deborah Lev in a recent editorial in the New Jersey Star-Ledger. The real problem is our nation’s founders presumed that democracy would work for informed voters. Yes, there were difficulties with the way the system was set up. It was based on privilege and convention. We’ve finally, in theory, gotten to the point that any citizen of a certain age can vote, but we have no requirements for ability to discern the issues. That would be elitist. And we have eroded the traditional sources of attaining quality information—publishers of all sorts are struggling. For some topics self-published books outstrip traditionally published tomes by a fair margin. You can’t believe everything you read. Don’t take my word for it. I’m open to fact-checking. Just be careful where you reap your facts, because not all facts are created equal.
During seminary, I believe it was, a professor once told those of us in class, “You don’t get rich in academic publishing.” As the author of a widely used class resource, he added, “unless you write a textbook.” Both sides of his observation are true. I work with many young scholars who haven’t published as much as I have and I have to “manage expectations.” No, that monograph will not become a bestseller. Libraries will buy it, and, statistically, a few hundred people will read it. For those who play the more lucrative game of being acknowledged experts, however, cash can be freely flowing. The public is hungry for authentic information on religion. Despite what we’re told in the media, people are very curious about the truth.
My own academic career ended before I could crank out all the books I’ve got in my head. You have to reach a certain stage of academia before that begins to happen. I’ve been working on my writing in the meantime, and I think I might be able to reach that crossover crowd that writes for non-professionals. I’m not sure I’ll have the time, but the ideas and, I hope, the skills are there. This all came back to me when preparing my taxes. One of the truly religious certainties of this world, taxes are, I know, for the common good. At least in theory. I never complain about them. Preparing them is a different story. My little book, Weathering the Psalms, followed the typical academic course of being largely ignored. I received a small royalty check for it. I wished I hadn’t. You see, I use TurboTax to file my return because someone with as simple an economic life as I have finds hiring a professional superfluous and, ahem, not cost effective. We don’t own a house or any capital. We just hope we’ve paid enough to get a little back in the spring.
Then I came on the 1099 for my meager book royalties. (They were in the double digits, just to give you an idea.) I tried to enter it into TurboTax. Uh-oh. That kind of income requires a separate form. “Congratulations,” the screen said, “on earning money from your freelance business.” That can’t be good. It turns out I had to purchase an add-on for TurboTax to handle this new tax scenario. The add-on, literally, costs more than the amount of royalties. Technically, then, I lost money on the publication of my latest book. Those are the harsh realities of academic publishing. An abstract publisher contacted me a few days later—would I like to do the abstract of my own book? Why not? I’ve paid for it. If I ever get back into academe I’m going to write books people will want to read. In the meantime, I write them to contribute to the tax base. At least academically.