How Writers Can Make Gatekeepers Work for Them

 

 

by Drew Chial

 

The gatekeepers who once decided what art was worth publishing are losing relevance. We need not kneel at their feet to gain entrance to the public square. There are paths in everywhere.

Director J.J. Abrams told the audience at the Anaheim Star Wars Celebration that they could all be filmmakers. “Everyone has a camera in their pocket now… The technology has been democratized. Everyone has access… If you want to do it, the only thing stopping you from doing it is you.”

It’s great to think everyone will be creating art instead of passively consuming it, but it will be harder for people who want to make it their career to pay the rent. Professionals will find themselves in direct competition with amateurs. Audiences will be confused when dabblers and experts use the same channels to distribute their work.

This is why Edgar Allen Poe despised the printing press. He said, “The enormous multiplication of books in every branch of knowledge is one of the greatest evils of this age; since it presents one of the most serious obstacles to the acquisition of correct information by throwing in the reader’s way piles of lumber in which he must painfully grope for the scraps of useful lumber.”

I don’t believe the multiplication of books has given us only wood shavings, but it has made new classics harder to find.

Blogs on writing focus on words of encouragement. Come, join the self-publishing revolution. We give the impression that everyone who wants to make it as an author can, so long as they’re committed to self promotion.

I’ve watched writers who helped perpetuate this idea turn on it like they just saw a glitch in the Matrix, launching into Twitter-tantrums, telling off their followers, calling us all part of the problem. They lashed out at amateurs giving their work away for free, while professionals struggled to make a living. They called the situation hopeless. They called it quits.

If only they’d reached out to the gatekeepers instead of shunning them.

 

Who Separates the Hobbyist from the Artists?
If everyone writes a book, how will audiences discover the next masterpiece? When they have too many choices, they settle for nothing. Options can be overwhelming. People need help whittling them down.

Wattpad, a social network for sharing fiction, seems like a great democratic option for writers. The charts are driven by users. The more people who read and comment on a work, the higher its placement.

At the time of this writing, a search under the word, “horror” brings up three pieces of One Direction Fan Fiction. The first page of what’s hot in the horror category features two pieces promoting Unfriended, the new found footage movie. If we’re starting from the bottom, we can’t rely on these voting metrics to elevate our work. We need endorsements from people in the know.

We need gatekeepers.

They haven’t disappeared. Their role has evolved. Print may be dying, but the printers still matter. They used to be the sole source of marketing and distribution, now readers rely on them for content curation.

 

Don’t shut the Gate on Yourself
I self published my first novella for free. I have two unpublished novellas I’m planning on releasing on Amazon. I want to find a traditional publisher for my current work in progress, because a published product seems vetted. It helps readers hear the signal through the noise. In this era of industry change, the most responsible thing an author can do is leave all options on the table.

 

In the past, grant sponsors, writing contest holders, agents, and publishers were the only gatekeepers, but just as the definition of an artist has expanded so has the definition of a gatekeeper. Gatekeepers no longer require publishing power, they just need an audience who trusts their opinion.

Now that we’re all artists, everyone is a critic. This is why YouTube is producing celebrity media experts, because audiences want critics with credentials, mavens they can trust to recommend entertainment that’s worthy of their time. If you’re publishing on your own, you shouldn’t cup your hands together and shout, “I have a book!” You should find a tastemaker with a megaphone.

 

Why Gatekeepers Matter More than Ever Before
When I first started sharing stories online, I made the mistake of only posting links on my friends’ walls. I figured they’d share it based on the quality of the content. It turned out very few of my proximity friends were interested in horror fiction. I thought if just one of them got the word of mouth going, they’d be an evangelist spreading the gospel of my writing. When that didn’t happen, I assumed the marketplace of ideas had spoken, and I had a bad one.

My next strategy was to post links to my blog on every social media outlet in the hopes that some of them would stick. My delivery schedule didn’t leave me time to mingle. I’d copy and paste the same promotional material on all my walls. The people following me in multiple spaces saw the same tag lines at the exact same time. I left links on subreddits that banned me for ignoring the rules. I hijacked hashtags without looking up their meaning, like #wwwblogs which stood for “Women Writers Wednesday.” Whoops, sorry.

Some social media gurus encourage this behavior. They come off like pyramid schemers, saying the only thing preventing you from getting more readers is your commitment to self promotion. Many of us strain our backs planting as many seeds as we can, when our efforts would best be served finding fertile land.

If you’re a Young Adult Author, your target audience uses Snapchat, the photo messaging application where messages disappear after they’ve been read. As of April 2015, 71% percent of its users are under 25. Your audience is there, but if you think it’s a place to find new readers, you’re wasting your time. Consider the nature of the medium, unless you’re running a time sensitive promotion, you’re writing with disappearing ink.

Social media advisor Gary Vaynerchuk told Time that this shouldn’t matter. “Last time I checked, when I’m listening to a car commercial on Z100, that shit disappeared.”

It did, but he wasn’t using the radio to have a conversation. That distinction matters.

As of September 2014, 71% of adults were using Facebook. This seemed like a good place for me to set up an author page and get the word out about my next book. This was until they tweaked their algorithm so less than 5% of the people who ‘Liked’ my page saw my posts. I know this because Facebook shows my link stats above the option to pay to promote them.

If Twitter introduces a similar algorithm driven feed, like many have speculated, I’ll have to pay to maintain my reach or it will be cut to stumps.

The internet isn’t a democracy. It’s a republic. We elect Facebook and Twitter to be our social networks. They decide how much of our speech is free. They have the power to push content creators to other side of a paywall. When that happens, we’ll need those gatekeepers again.

I love the notion that artists online can all be dandelions casting thousands of seeds to wind in the hope that a hundred of them will take root, but if our offerings are treated like weeds, we’ll need someone who can vouch for them.

 

You May Already Be A Gatekeeper
Many of us lack the courage to submit our work to critics capable of discerning between polished pieces and experiments. It’s doesn’t take much courage to wait for an audience to discover our stories, but it takes guts to send them to someone who’s qualified enough to eviscerate them. We need to get over our fear of gatekeepers if we ever want a place in the public square.

It’s our job to find them. Follow publishers on twitter. Keep a watchful eye for holiday-centric contests and story pitching hashtags.

Find critics in your medium, not just the book reviewers on Goodreads, but the ones on YouTube too (for Young Adult writers check out the reviewers at Chez Apocalypse). Interact with them. Suggest obscure works you think they’d enjoy before asking them to examine your own.

There are gatekeepers at every level. Many of them are fellow travelers. High profile bloggers are always looking for contributors. Bookmark people giving writing advice about the genres you work in. Seek out people who are already covering your niche.

Podcasters are always looking for guests in their own backyard. Find someone in your neck of the woods with mutual interests and share your podium with them. If you’re a geek, find out who’s covering the local conventions and try to meet up with them.

Your author platform may not big enough to land you on the bestseller list, but you might have a following worth envying. If so, you have the power to be a gatekeeper. Lower your drawbridge and let other artists in.

 

 

Guest post contributed by Drew Chial. Drew has authored several books and regularly writes articles on the topic of writing. Check out his website for more of his work.

 

10 thoughts on “How Writers Can Make Gatekeepers Work for Them

  1. I’m glad somebody finally said it! All of my books are trade published, sans one. I was never afraid or angry with the gatekeepers. I’m from the dinosaur days of publishing, and back then I could make a living at it. That is impossible now. We have a serious glut of published material that has swamped the marketplace, but I’m not going to outright blame the indie authors, because they only took advantage of the system that Amazon created. “Come one, come all, everyone in the world can become a published author.”

    Pray tell, at what cost?

    What is truly disheartening is the marketplace is so entirely glutted that expensive pay-for display sites, high entry level contests, costly review sites, page ads, book blasts and blog tours are sweeping through the industry and netting tens of thousands of authors who all have the same motivation and game plan–to garner reviews and sell books. It’s not working (like it used to) except for the brand name authors and those who have developed solid reading fan bases. AMS is getting out of hand with higher and higher pricing–it is also becoming ineffective. Bookbub is nearly impossible for most writers to afford, even with unpopular genres. Blog tours are no longer as effective as they were and roughly half of the 360 review bloggers I contacted were shut down or on hiatus because of over-volume.

    Not to derail at all, but my contention is that supply has eclipsed demand. Our year of 2019 can be expected to produce around 2,000,000 more new titles, and these numbers will be compounded again and again, with the total ever rising into the future.Now we have a population of authors who haven’t the time to purchase and read books because they are so stuck in the rut of promotion and marketing.

    I don’t mean to be a crepe hanger, but the entire landscape of publishing has changed in the past two years more dramatically than any other shift in time. Coincidentally, that is about the time when Amazon launched their campaign to wipe out the false review crowd and set the regulation for a $50 minimum yearly expenditure for true membership status. Ask yourself why have the reviews dried up? (the reviews you are seeing are mostly paid reviews and there is a way to determine that). Because people shouldn’t be financially locked into a company for the purpose of leaving a simple book review, which just happens to be the life’s blood of an author.

    Sorry for the rant–I own an advocate site. I’m very passionate about this subject. .

    Liked by 1 person

  2. While I agree with some of your points, in that gatekeepers keep the riff raff from the door, there’s too many critics out there. All you need is an audience that you can keep happy, and way of getting in front of them. Any author who are throwing their money at Bookbub ads, shout outs, or whatever they’re using, and not building an email list from it is shooting themselves in the foot. – If you’re not in control of the platform you’re buying ad space, or posting your work on, it can be taken from you at any time. – A list of your own is always something you’re always in control of.

    Like

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