"I felt funny adding to the hype of an author that was so clearly over-hyped,"
Scott Esposito says about the way he "tried to use [Roberto] Bolaño’s moment in the spotlight to recruit as many readers as possible to his books."
Which prompts me to ask a question I've been thinking about for some time now: at what point does hype become overhype? When is an author too popular? "
The Savage Detectives has sold 22,000 copies in hardcover," Esposito says, "a very modest success by the standards of publishing in general, but a great success by the standard literature-in-translation." Forget for a moment the fact that you can't even sell out a major league sporting event anywhere in America with 22,000 people, or that
a single video game just sold six million copies in one week*. Is a readership of 22,000 for any author really too high?**
I know it's the unstated official mission statement of litbloggers everywhere to promote the success of lesser-known authors against authors that do attract wider readerships. Fine. But if we're ever successful at it--by which I mean, if litbloggers alone can cause a book to sell over 22,000 copies, just to throw a number out there--will we then feel obligated to shut up about the author completely, knowing that he or she has "made it," is officially "overhyped"? Do we, collectively, have a love-hate relationship with the readerships that make books known? If the Litblog Co-op had "worked," would it have had to have destroyed itself anyway?
I hereby propose that we banish the notion of overpopularity from the litblogosphere. Surely it's an idea that can do well on its without further help from us.
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* - No, I didn't buy it. Yet. I plan to, though. And if that means my opinions mean less, then, in the words of Happy Harry Hardon, "So be it."
** - Which, by the way, I should point out, would be a perfectly desirable number of readers for anything I might ever put out, myself. Let me choke to death on the fumes of my own hype machine: I will survive it.