This week saw the announcement of the winners of the Wales Book prize. It should have been an occasion to celebrate the finest work by authors from Wales writing in the Welsh or English language, but instead the event has been tainted by a dispute over sales figures for the winning books.
Neilsen – a company specialising in market research and measurement – disclosed that half of the books on the shortlist had sold less than 100 copies. According to Nielsen:
- The overall winner, Diary of the Last Man by the poet Robert Minhinnick, had sales figures of just over 200
- All that is Wales (a collection of essays byM Wynn Thomas) which won the English language creative non-fiction award, sold 34 copies up to June this year
The English language fiction award winner, Crystal Jean’s Switches Are My Kryptonite achieved sales of 49 copies.
Wales-based publishers have been quick to dispute the figures, complaining that Neilsen failed to take account of sales from small independent bookshops and book fairs. They’ve also criticised BBC Wales for placing too much weight on Neilsen’s assessment.
Are the publishers correct and we are reading too much into this data?
Maybe not. Poetry collections tend to see lower sales than fictional works but realistically even when the additional sales are taken into account for the fictional works, there is little evidence that these books are attracting readers in any significant number. The best-selling title on the shortlist reached just 4,000 sales. Still very modest.
It’s hard not to sympathise with the authors and their publishers who are now feeling bruised by this debacle. All the locally based publishers are modest sized businesses with equally modest marketing budgets so they pick their authors carefully and nurture them well, often focusing on a niche. But it’s a struggle for them to get the attention of mainstream media for these books. As Caroline Oakley, Editor and Publisher at Honno, an independent co-operative press based in Aberystwyth, said in an interview with me last year, the Welsh book scene doesn’t have anywhere near the presence and visibility enjoyed by authors from Scotland or Ireland.
Even more worrying, the book sellers in Wales don’t seem to be throwing anywhere near enough weight behind local authors. Last week I was in a Waterstones book store in Cardiff (the capital city of Wales). This is the only dedicated book shop in the centre of the city. Did they have any display promoting the Wales Book of the Year? None that I could see (unless maybe it was buried in the deepest recesses of the shop somewhere between the sections on how to care for your pet dragon and macrame for idiots). If a store like this doesn’t promote indigenous writing, why should we expect sellers in England or Scotland to do so?
The owner of Octavo’s bookshop, an independent seller in Cardiff, said in response to Neilsen’s figures that more needed to be done to bring books like these to the attention of the reading public. She suggested reading groups, extracts in magazines etc. All good ideas but, I don’t see that it’s nearly enough. Unless the big boys get behind these publishers and authors and give them shelf space, they’ll face many years on the fringe.