Considering the fragility you just
mentioned, do you ever pull your punches when you're editing? What's your
philosophy on that?
I believe in complete honesty, and, as
I learned from Kate Medina, there is a good way to deliver any news. The way to
do it is usually through an appreciation of what works followed by a very
clinical deconstruction of what doesn't. And it needs to be done in writing so
the author has time to absorb it, curse you, go through the fifteen stages of
mourning, and then address it. I remember a few times when I was starting out
as an editor, I gave the criticism verbally, and the writers simply didn't hear
it. It wasn't that they didn't understand it. They just didn't hear it. They
were so overwhelmed by the sensory experience of receiving feedback on something
that they cared so much about, from somebody who would be so instrumental in
determining the future of the work, that they were not equipped to process the
information I was giving them. It has to be in writing.
What do agents do that frustrates
you?
The auctions are frequently
frustrating, and I think some agents could learn a thing from Bob Barnett, who
is not an agent but a lawyer. Bob is a joy to work with because he sends you
the material, or has the meeting, and tells you when the auction is going to
be. There's no running around and there are never any preempts. Then he has the
auction. It's always in rounds and it's very clear what's going on. And when
it's done you feel as if everything made sense. I wish more things worked that
way. I wish that agents had enough confidence in the work they're representing
to just say, "This is the date. These are the terms. Go at it." The problem is
that every submission is different and that, in reality, you have to handle
every situation differently. But I wish that literary agents were less eager to
try to sell the book within five minutes. Give people time to think about it. I
mean, the reason that some of them probably don't give people time to think
about it is because they have a responsibility to get the best deal and there
is a legitimate reason to be concerned that the deal could go away. So I'm not
blaming them. I just wish that the auctions could be conducted in a more
orderly, thoughtful, and deliberative way.
Another thing that frustrates me is when they submit widely and ask us to spend a lot of time reading when the odds of its winding up with us are slim. I wish the submission lists were smaller. I don't see any point in submitting to four people within the same company and making all four of them run around and talk to one another. I think you should know the editors you're submitting to well enough to have a sense of whether they might want it. I would just rather avoid this pack mentality of having a lot of people chasing the same thing. I think it's bad for the soul. [Laughter.] And I'm not even sure it's good business for the agents. I think they would be taken more seriously—and would get faster reactions—if the editors to whom they were submitting felt that the project was really special and they were coming to them for a reason.
Another
editor I interviewed thought that it was their way of generating excitement
because everything has gotten so difficult with acquisitions by committee.
Which you're not subject to anymore.
But I get less excited when I know ten people have had it. It's
actually gotten to the point now where I want other people within the company
to read the submission first. If they want it, they can have it. It's only
after they've rejected it that I may read it and make my own determination.
It can also
make things easier for editors who are not as autonomous as you to acquire
something.
Sure. But if
that's the case I would say that the publishers those editors are working for
are behaving in a craven and irrational manner. They should think for
themselves and make their own decision about whether or not a book is worthy
and not be looking over their shoulder at what Publishers B and C are doing.
Because Publishers B and C might be even kookier than Publisher A. There are enough
really smart people in the publishing industry that we can all afford to think
for ourselves.
You are not
known as somebody who overpays wildly. I'm curious about the decision to go as
high as you did for the Ted Kennedy book. Eight million dollars is a lot of
money.
I can neither
confirm nor deny the size of the advance. It was a story that nobody else could
ever tell. It's by a central figure in the last fifty years of American
political history with a unique vantage point into one of the most storied
families in American history. It was simply irresistible. On top of that, when
you look at the eventfulness of the man's life, the enormity of his life, the
unbelievably compelling aspects of his personal story, combined with the impact
he's had on the country through the years, it's simply a book like no other.
I've never, in my twenty years, encountered a story like this.
But it's a
lot to pay.
Well, by the
time this interview comes out, we'll know whether we got it right.
Did you
worry about spending as much as you did?
Look, I worry
about ten thousand dollar advances. I worry about everything. There is no limit
to the things that I will worry about. It's my favorite form of exercise. If I
were ever to write an advice book I'd call it Sweat the Small Stuff. I even wrote a song called "I Worry": When
I hear about the rain forests, I
worry. It just isn't smart to turn the jungle into Wal-Mart. I worry. I'm recycling everything. I'm even
listening to Sting. I worry.
You do a lot
of political books. Do you evaluate them the same way you evaluate any other
book, or are there different things you think about?
If it's a book
by a politician, I think the politician has to transcend the moment and be an
individual of real substance and character. I'm very proud to have worked with
two of the great senators, John McCain and Edward Kennedy. I also approached
Henry Waxman to write this book on how Congress really works. I'd wanted to do
a book on Congress for years, and the more I read about Henry Waxman, the more
I thought he was the person who could really take me inside the chamber and
show me how it gets done. He has a thirty-year record, and his legislation has
made a difference in basic aspects of our lives, from food labeling to smoking
laws, and now health care. So I felt like he was the right person to approach.
In terms of issue books, I try very hard to imagine that the book could actually move the needle—in terms of public debate—and that there isn't anything else like it.
Are there
any recent political books that you wish you could have published? Or editors
you're admiring for their taste in political books?
I think that
Sara Bershtel and the people at Metropolitan Books are doing extraordinarily
good work. A number of their books have made an important contribution to the
debate and are books I wish I had published. I'm thinking of The Limits of
Power by Andrew Bacevich, Chalmers
Johnson's trilogy—especially The Sorrows of Empire and Nemesis—and Naomi Klein's The Shock Doctrine. Several of those books grew out of this American
Empire Project that two editors named Steve Fraser and Tom Engelhardt started.
Their books are also significant because they're expanding the parameters of
debate in this country. I'm personally frustrated by how one-dimensional the
conversation is with regard to America's involvement in the world and our
foreign policy—what Chalmers Johnson refers to as the cost of empire. I feel
like these books are shining a light on America's use of power and questioning
what our national priorities should be. You hear very few politicians
questioning our military spending, and these writers are doing that. So those
are all books I wish I'd published.
I had a shot at publishing Fast Food Nation by Eric Schlosser and I didn't offer enough. I deeply regret that. I knew Eric. I'd taken him out. I saw him a mile away and knew he was doing important work. But I just wasn't sure we could sell enough copies of a book about fast food.
I also acquired, with Peter Bernstein, Samantha Power's Pulitzer Prize–winning book on genocide. When I left Random House for my seven weeks in the movie business, she got reassigned. Then I really didn't do the right thing, and I wish I had gotten her back.
How about
mistakes you've made in a broader sense?
In several
instances I have acquired books where I thought I had a particular insight into
the subject that I was going to bestow upon the author. In every one of those
instances, it didn't make the book any better. If I had it to do it over again,
I would not have acquired those books. Because I think it's a mistake for an
editor or publisher to think that he knows more than the author or has
something to teach the author. Jason Epstein, the great editor, said that, at
best, an editor is a valet, bringing the work into the world and taking the
dust off of the garment. The work is truly done in the margins, and, from this
point on, I will only acquire books by writers whose writing doesn't need my
help. Because even under the best of circumstances, a writer is going to need
editorial feedback. But if you enter into the relationship knowing they need
your help, I think you've probably already made a fatal mistake.
But you're
also in a position where the best writers come to you.
But you know
something? If you don't hold out for great stuff, you won't get great stuff.
I'm not saying that everything I've done is great. I've made plenty of
mistakes, and sometimes my judgment is wrong, just like everybody else's. But I
really am trying. I've never, in recent years, signed up somebody who I thought
I was going to have to drag across the finish line.
What are the hardest decisions you
make as an editor and publisher?
The acquisitions. I'm only publishing
twelve books a year, so I really anguish over these manuscripts and proposals.
I really do. I read them all. I take the submissions very seriously. I take the
agents I deal with very seriously. If they think something is good, I think
there's usually a reason for that. I try to have very good reasons both for
doing books and for not doing them. There have been a lot of projects that I
would have done if I were publishing more than twelve books a year—projects
that interested me and were worthy.
What disqualifies them most often?
It's usually that I just don't feel a
strong enough connection with the work. That's often code for "I don't see
enough relevance here" or "I don't think it's special enough" or "It didn't
really intrigue me."
Why do you
think you've been more successful with nonfiction than with fiction?
I think it's
because I'm a guy. It may have something to do with neuroscience and the
logical part of my brain. It may have to do with my journalistic background and
my nose for a story. I guess I just love it when things are true. I think the
truth is so powerful. Some people even say it sets you free. [Laughter.]
Does it
bother you?
Yeah. I don't
think any of us like to be put into a box. At least half of the books that made
me want to get into the publishing business were novels. I would love to make a
greater contribution to the culture by publishing some more great novelists.
If you could change one thing about
the industry, what would it be?
The thing I care the most about is getting the
word out about the books, so I wish we had more avenues for publicizing our
works to the readers who care most about them. I think this could be done in a
number of ways. The most intriguing to me right now would be working with
independent booksellers and book-specific media in major cities to create new
forums for local discussion of books and authors. The reason why most
publishers are not touring authors to the extent that they used to is because
there's less local media to talk about books. I don't think that all media has
to come through the Internet. I still think that people experience books in
their local environment and that publishers should find new ways to create
media locally. Maybe that needs to come through investment, either through the
American Booksellers Association or through some kind of new consortium of
publishers who create a fund to spread the seed of book coverage. I don't think
that enough people know about books. It's as simple as that. There
aren't enough ways to let people know about really interesting books. I have
published many books that I think a lot of people would have benefited from,
enjoyed, and been better for having read, but they just never knew about them.
I think that's a tragedy.
Do you worry
about the future of publishing?
I don't. I
don't worry about it at all. I have an idealistic hope that as more and more
media becomes disposable, books will be increasingly regarded as the permanent
expression of thought and feeling and wisdom. So publishers who can offer
definitive material will thrive. Now, as I say, that's idealistic. Plenty of
publishers are going to continue to do well publishing derivative material that
they don't really believe in. But I think it's going to be harder for them.
It's going to be harder for them to survive. I think there will be some
displacement—some houses will shrink and other houses will grow. I could see
some pure play digital publishers who aren't encumbered by the weight of
overhead and the history of their business relationships becoming influential
factors in the publishing world. So I think it's a transitional time and a
transformative time. But it's always been that way. I don't think anything
should be regarded as permanent. All we ultimately have is our belief in the
particular books. And as long as you have that, you're fine.
Tell me a little
more about where your head is at with the electronic stuff. I saw a Times piece about the $9.99 price point for the Kindle
where you were quoted as saying, "Let's just take a breath and see how long
this lasts."
There's more
heat than light at this point, but there are going to be changes. Publishers
are going to have to rethink price points and distribution and all aspects of
the publishing process. But that's always been the case. There was the same
kind of hysteria when the big-box retailers became a force in the business. I
just don't think it's wise to be fearful about it. I think we should embrace a
new mode of distribution—it's simply a new way of getting books to readers. I
find it funny that e-book buyers are demanding instant gratification when, only
a few years ago, their needs were perfectly well met by traditional books.
With the
Kennedy book you made the decision to not release the electronic version
simultaneously with the hardcover. Do you want to talk about why?
Not really. [Laughter.] The thing I would emphasize is that this is about
distribution, and just as indoor plumbing was a wonderful advance in society,
so is the digital delivery of reading material. But we're still just talking
about distribution. It's the content that matters. Now, if you want to talk
about the ways in which content is changed by the distribution, that's a
different conversation, and perhaps a more interesting one. But I remember
when, back in the 1980s, people were writing about hypertext and how computers
were going to change the way stories were told. I don't really think that
happened very much. I do think that as attention spans continue to become
shorter, and we're stimulated so much more by the constant influx of
information, we must certainly be reading differently and experiencing
information, on a cognitive level, in a different way. But I still think it
ultimately comes down to one writer telling a story to one person. I don't
think that's going to radically change.
But the
thing people seem to be worried about is that it could have huge business
implications on the industry.
Yes, but I
remember when Random House and William Morris were at loggerheads over CD-ROM
rights in the 1990s, and that obviously never happened. [Laughter.] So, yes, this is important. This is significant.
This is transformative. But I think that putting too much focus on it is
misleading because it's ultimately still about the authors. I just keep coming
back to that, and unfortunately that's not a story that you can keep writing in
the newspapers every day—nobody would read it. But the publishers who thrive
will be the ones who have the best authors. It's as simple as that.
Who do you
admire in the industry, and what makes you admire them?
I admire a lot
of people. I admire the editors at Norton. I think they have very high
standards and are very focused and publish a lot of interesting books. They've
given us Michael Lewis and Mary Roach and Fareed Zakaria. Obviously I think
Knopf is the gold standard. What more can you say? They have the ability to
publish across the spectrum, from literary fiction to high-quality nonfiction.
Penguin Press, of course. I'm really impressed by Algonquin and Workman. I
think the Workman books are so unique and cleverly designed. My daughter loves
that Gallop! book of theirs with the
Scanimation effect they seem to have created. I already mentioned the people at
Metropolitan. I think they're doing really important publishing and giving the
left a voice it has lacked in the culture. Paul Golob at Times Books is also
doing really smart, interesting books.
There are too many people at Hachette to name, but I owe everything to Jamie Raab for bringing me here and being such an incredibly supportive colleague. I think Michael Pietsch and Geoff Shandler have done an incredible job with Little, Brown, and I am in awe of what Megan Tingley has accomplished with Little, Brown Books for Young Readers.
How about
agents?
There are a lot
of agents that I admire—too many to name. It's funny. I really enjoy working
with literary agents, but I'm not socially friendly with any of them. I kind of
feel like it's a business relationship. But I enjoy their companionship at
lunch and I love talking to them about their projects. Even when I pass on
their projects, I genuinely enjoy talking to them, the give and take. There are
literary agents who I've known for fifteen years who I'm just finally doing
books with. Molly Friedrich was one who I'd wanted to work with forever and
finally found a novel we both loved. I've known Stuart Krichevsky since I was
in my late twenties, and he's trusted me with Sebastian Junger, for which I am
eternally grateful. Rob Weisbach is incredibly creative and he's going to do
great things. I could talk to Tina Bennett and Heather Schroder forever. There
really are a lot.
What makes
you admire these people?
To bring it
down to one word, it's conviction.
Simple as that. Every single person I mentioned believes in what he or she is
doing, and they are engaged by it.
Are there
any younger or less established agents who you've been impressed by lately?
There are a
number of them. Larry Weissman. Eric Lupfer at William Morris. Jennifer Joel at
ICM. Gillian MacKenzie. Everything they send me is fascinating, and I think
that's the mark of a good literary agent.
What are the most rewarding
experiences in your life as a publisher?
I think the most satisfying has been
working with Po Bronson. From the beginning, when we were both
twenty-eight-year-old guys, I felt like his work was speaking for me and for
our generation. Over numerous books, we've grown together and pushed each other
and learned from each other. And he keeps surprising me. He never writes the
same book twice, which sometimes makes them a little harder to publish, but I
respect the creative impulse there. [Laughter.] It's really satisfying to see the way he has
built a readership, and to see that his life has been improved through our
working together. I've published a lot of first novelists and a lot of new
nonfiction writers, and to be able to give those people a chance, and to help
them realize their dreams, is incredibly gratifying.
How about the most exciting
experience?
I would probably say having dinner in
Hyannis Port, at the table where John Kennedy and Robert F. Kennedy and Edward
M. Kennedy and the rest of the family sat, and talking about American history
and politics with Senator Kennedy. Listening to his stories. I don't think it
can get much more exciting than that. If I were a journalist or an academic, it
would have been the opportunity of a lifetime. As a publisher, it was just a great evening. And it was one of many. I'd tell you
more but I had to sign a nondisclosure agreement. [Laughter.]
What are your darkest moments as an
editor and publisher?
It's when a book doesn't catch on. I
die a death along with that book. The single worst moment may have been a bad
review by Michiko Kakutani of a novel that I truly believed was a classic. I
read the review and I was sick to my stomach. The only time I've ever felt
worse was when I found out that Ann Godoff was leaving Random House. Those are
probably the two darkest moments.
But more broadly it's whenever a book is perceived as being flawed or just doesn't catch on. I'm still terribly depressed by that—terribly, profoundly, irrevocably depressed. And I'm not saying that I think that's a good thing. My happiness and self-esteem should not be wrapped up in the commercial and critical reception that a book receives. So I'm not proud of that. I think I should be able to transcend it by now. But I also think that maybe the fact that I care is one of the reasons why authors still want to work with me. If I ever do start to transcend it, I might find writers leaving me in droves.
You've
thought about leaving the industry and trying other things, and you even have
left briefly. What is it that keeps you coming back and makes it something you
can't get away from?
Look, I'm forty-five years old. This
is my twentieth year in the business. If I keep at it and manage not to get hit
by a bus, presumably I'm at the halfway point. For the first twenty years,
what's kept me coming back is simply having good books to look forward to. I'm
so excited to be publishing Sebastian Junger and Senator Kennedy and Po
Bronson. I'm looking forward to those books and all the others. I just signed
up this superb journalist, Evan Osnos, who's the China correspondent for the New
Yorker. He's only getting started
on his book now, so it may not come in for a couple of years, but I can't wait
to publish Evan Osnos and
introduce him to book readers. Because his journalism is outstanding.
So, unfortunately, my answer to your question is microscopic and quotidian, and it's one of the reasons why I wanted to publish one book a month: to always have something to look forward to the next month. I get a little bit antsy when I don't have a really good book to look forward to. So that's what's kept me going so far, and I will only keep doing it for as long as I'm challenged and growing and nourished by it. I hope that continues. I don't, at this moment, have a Plan B.
But I have always felt that you should never feel trapped in a job. I've heard other good publishers say that they were ready to do the next thing, if they had to. If you start making decisions out of fear or insecurity that you might lose your job, or that there's nothing better out there, I think you make bad decisions. I am incredibly happy and grateful to be here, and I hope it lasts forever. And if it doesn't, I hope there's something else even better.
Jofie Ferrari-Adler is an editor at Grove/Atlantic.






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