Book Publishers Navigate Election Season Challenges

The publishing industry faces a recurring dilemma every four years as the U.S. presidential election approaches. Many publishers traditionally avoid releasing new books during this period, citing challenges in promoting titles and capturing public attention. However, opinions on this practice vary within the industry.

Jonathan Karp, president and publisher at Simon & Schuster, acknowledges the industry-wide concern: "There are conversations at publishing houses everywhere about this very issue. It is definitely a source of agita." This Italian-American slang term, meaning anxiety or stress, aptly describes the sentiment among many publishers.

Independent presses seem particularly affected by this phenomenon. Debra Englander of Post Hill Press advises authors to publish by September 2024 or wait until the first quarter of 2025. Similarly, Christina Ward of Feral House has pushed titles to early 2025, stating, "Getting press coverage can make or break a book for us."

However, historical data presents a more nuanced picture. Brenna Connor, a book industry analyst at Circana, notes that sales during election years don't show major declines. In fact, 2020 saw a 15-year high in book sales, although this was largely due to the unique circumstances of the COVID-19 pandemic.

Some industry professionals question the validity of avoiding election season. Todd Stocke of Sourcebooks suggests it might be a "self-fulfilling prophecy," while Jonathan Karp points out that Simon & Schuster has several major titles scheduled for release during the upcoming election period.

The impact of elections on book releases may vary depending on the genre and author status. Kathleen Schmidt, who writes the newsletter Publishing Confidential, observes that midlist or debut authors are less likely to be published during the fall election season. Midlist authors, a term referring to writers with moderate success, often face challenges in gaining visibility during this period.

Interestingly, some genres may thrive during election seasons. Pamela Jaffee of Sourcebooks imprints BloomBooks and Casablanca notes that romance and "romantasy" (a portmanteau of romance and fantasy) readers often seek escape from political turmoil. This trend was evident in 2016 when a romance author event drew hundreds of attendees just days after the election.

As the publishing industry prepares for the 2024 election cycle, which typically lasts about 18 months, it faces a unique set of challenges. With social media increasingly dominated by politics and traditional book coverage declining, publishers must navigate carefully to ensure their titles receive the attention they deserve.

"If you've written an exquisite first novel for delicate sensibilities, then publishing into the din of an election might not be advisable. But actually, that's true even in years when there isn't an election — the fall does tend to be when the heaviest hitters are taking their swing."

In conclusion, while the publishing industry's cautious approach to election seasons persists, the actual impact on book sales and reader interest remains a subject of debate. As the industry evolves, publishers may need to reassess their strategies to effectively promote books during these politically charged periods.