I’ve read Whiskey‘s arguments that advertisers and media companies ignore men at their own peril, but I thought he might be overstating the situation somewhat. I’ll admit that I’m primarily a reader, so TV and film are kind of an afterthought to me — I don’t really know what’s going on in Hollywood. However, when I came across an article written by author and publisher Tom Matlack, co-publisher of the “Good Men Project,” my skepticism was put to rest.
According to Matlack, he took the Good Men Project, an anthology of essays about what it means to be an American man today, to 50 publishers, and was turned down by all of them before he and his business partner, James Houghton, finally decided to go ahead with the project themselves. This despite the fact that Matlack is a successful entrepreneur who has started over 30 media companies, including the Television Food Network, a weekly magazine that has 15 million subscribers. The publishers told him “guys don’t read” and that they were counting on celebrity books, i.e. standard female fare, to see them through the economic contraction. Matlack recounts seeing a positive review of an anthology written by women solely during menstruation that appeared in the New York Times Review of Books while he was struggling to find a publisher for his Good Men anthology.
Despite the wholesale rejection by the publishing industry, he went ahead with the project anyway, and soon found a great deal of interest from men around the country. Matlack states that he is motivated by a double mission: addressing the issues that concern men and demonstrating the new paradigm in book production and promotion. As someone with a great deal of interest in both subjects, I support him fully in his efforts.
Now, wholly disillusioned with the publishing industry, Matlack writes:
We realized that getting a book deal with a publisher who would take 85% of the royalties made no sense to our Foundation. Like a heavyweight fighter who finally woke up to realize Don King is a crook, we bet on ourselves and wondered what had taken us so long.
Perhaps as men wake up and begin to shrug off the weight of a system that has grown increasingly burdensome, we will see more and more examples of new business models, new art and new thought emerging from the cultural wasteland of contemporary media and popular culture.
Matlack’s revelation and other similar stories can give us some hope.
26 responses so far ↓
1 Lukobe // Aug 14, 2009 at 4:04 pm
This is why the traditional publishing industry, along with the rest of the traditional media industry, will soon be unrecognizable. It will either be gone, or, to survive, it will have to greatly change itself.
Yes, go indie. Trying to get your book on a B&N or Borders endcap isn’t all it’s cracked up to be, and, frankly, those endcaps aren’t long for this world.
2 ganttsquarry // Aug 15, 2009 at 2:24 pm
Welmer,
I think you missed the memo on what appeals to the straight, modern, American man.
Chicken wings, football, sports bars, video games and porno.
Gotta keep the masses of worker drones sedated ya know. Can’t upset the apple cart.
Good for Matlack, I hope he is sucsessful. It’s an uphill battle but nothing is impossible. The gate keepers are, increasingly losing power.
3 Savvy // Aug 15, 2009 at 4:46 pm
If men tell other men that they should read it, it’s possible that they will. Men dooo read, but when I look at my dad’s collection and the guys that I knew who are well-read, it’s going to involve tech, sci-fi and war. Hello–men love Tom Clancy novels.
4 Savvy // Aug 15, 2009 at 4:59 pm
For guys not reading, guys are still largely the ones who write screenplays and are in positions of power in all media. I just saw a masterfully written guy-centric movie–True Crime. Eastwood is the MAN!
5 Savvy // Aug 15, 2009 at 5:01 pm
True Crime–based on Andrew Klavan’s 1997 novel of the same name. Yep, written by a man.
6 Welmer // Aug 15, 2009 at 5:14 pm
Savvy, I’m not sure you do know any guys who are well-read, in that case.
If you spent some time with me and my friends, I’m pretty sure you’d find yourself in unfamiliar territory.
As for Clancy, I enjoyed Red Storm Rising somewhat as a child, but he never asked the Big Questions, so it was more like reading Scott (Ivanhoe, etc.).
The ancient, musty stacks are generally kept by women today, but it is most often men you will find haunting them for inspiration.
7 Pro-Male/Anti-Feminist Tech // Aug 15, 2009 at 6:10 pm
Of course, men “don’t read” except for sci-fi and Tom Clancy novels. (Yes, I know that isn’t correct, but it allows us to expose what is really going on.)
Marvin Minsky, a leading AI researcher at MIT, has these two things to say about the difference between science fiction and general fiction:
“General fiction is pretty much about ways that people get into problems and screw their lives up. Science fiction is about everything else.”
and
“But aside from the science fiction, I find it tedious to read any ordinary writing at all. It all seems so conventional and repetitive.”
That tell us what the problem is, namely most publishing is generated for women.
8 Lukobe // Aug 16, 2009 at 1:36 am
Interesting y’all are concentrating on fiction. There’s a lot more to reading than fiction. Most fiction coming out these days is dreck. What fiction I do like tends to be pre-WWII or science fiction. But there’s tons of great non-fiction still being published.
Also, came across this today:
http://booksquare.com/competing-for-eyeballs-reading-in-the-21st-century/
Good piece, but this is interesting: “I am often asked about the reader I see in my mind when I talk about the typical ebook reader. That reader is female, she’s married, she has kids, she has a full-time job. That reader is, generally, booked every minute from six o’clock in the morning until ten o’clock at night. She loves to read, but, wow, when? She reads in those in-between moments. Forget the luxury of immersive reading, we’re talking about a few paragraphs snatched between appointments and meetings and meals and shopping.”
9 Savvy // Aug 16, 2009 at 2:12 am
Oh, Welmer, I was only mentioning what is most popular. When I was over at this one guy’s place all of his books were about fitness and a bunch about seduction. He didn’t get his way with me, much to his chagrin. A BF of mine had a ton of stuff on the civil war and all of that type of military stuff, but at least he liked to read and could hold a conversation. (Unfortunately, his penchant for unprotected sex long before we met meant that he got herpes and I didn’t want to get it. Game over for him. We remain friends.)
The guys who enjoy literature and the classics are difficult to find. Today I read Chronicle of a Death Foretold in about an hour. I hated it, and yet it was masterful. It would be nice to talk about it some more with someone who actually has a brain–say YOU, for instance.
I’ve often heard men don’t do book clubs–maybe it’s time to change that up. Maybe the kids that grow up reading Harry Potter will help change things as they come of age.
I’m going to get back to reading some Cervantes and finally get through Stories from the Alhambra by Washington Irving–only problem is that it’s in Spanish so it’s taking longer. I’m not even sure that’s the actual title since it may have changed in translation. I also got Great Expectations so I can finally actually read Dickens for myself.
If any of you have actually read The Mill on the Floss or Far From the Madding Crowd, let me know…
This chick likes REAL lit. My bookshelves have sheets and sheets of music, opera scores, classic literature and auto/biographical works. I also have a significant collection of children’s books because I like them. Thought I would pass them on to my own someday.
10 Lukobe // Aug 16, 2009 at 2:57 am
I haven’t read The Mill on the Floss or Far From the Madding Crowd, but I have read Jude the Obscure — does that count?
Savvy, perhaps the problem is that you said you were talking about folks who were well-read when, as you say, you were talking more about what’s popular among men.
As for why men don’t do book clubs, it’s because book clubs, in their current incarnation, 1) are dominated by women and 2) seem to have more to do with socializing and drinking wine than actual reading and discussion. At least from what I’ve seen.
11 Welmer // Aug 16, 2009 at 2:18 pm
I’ve read Far from the Madding Crowd, but it’s been a while. It was really a tragic story, but a good novel with a greater grasp of reality than Dickens himself often demonstrates. Better than your standard Victorian fare.
As far as the Marques story, I’ve read that as well, but aside from the interesting descriptions of life and society in the Caribbean, it didn’t leave much of an impression on me. Perhaps that’s because it was assigned to me, and I do my best reading when self-motivated. However, although it’s been about ten years, I still recall the book’s subtle introduction (to me) of the concept of caste in Latin America.
I recently reread Tale of Two Cities by Dickens. It’s a great novel, but I can’t help but be annoyed by Dickens’ portrayal of Lucy Manette, who has to be the epitome of the Victorian doll on a pedestal.
Lately, I’ve been meaning to start reading more short stories, which I think are due for a revival. They are definitely better suited to electronic media than long, ponderous novels.
If you’re interested, Savvy, how about suggesting a short story to discuss? It would be a good place to start.
12 Lukobe // Aug 16, 2009 at 4:57 pm
Lucy Manette is ridiculous, and, frankly, so I find Charles Darnay (Lucy’s father has the excuse of having been shut up in jail all these years — otherwise I’d call him ridiculous too), but Sydney Carton, Jarvis Lorry, Miss Pross — all, fine upstanding folks. (The latter all British, the former all French — do I detect some anti-French sentiment on Dickens’s part? heh heh)
13 Welmer // Aug 16, 2009 at 5:13 pm
To be honest, I find Mme. Defarge to be the most intriguing, compelling character in the book. her childhood on the beaches of Normandy (or was it Bretagne?), her singularity of purpose and her tragic fate all speak to her soulful complexity. In short, she is a flesh and blood woman, despite being fatally flawed.
I would even call her the female version of Captain Ahab — a monumentally tragic figure in her own right. Unfortunately, she doesn’t appear to invite the same kind of analysis Ahab does. If there is sexism in literature, I would find it there.
Manette is but a token — a flat facsimile of a woman. In fact, she hardly more than a pornographic totem. Defarge, on the other hand, has depth and weight. Dickens’ creation of this character redeems him to me, despite the fact that she is cast as an almost unmitigated evil.
Dickens shied away from the reality of the female soul, but here he revealed a true understanding of the nature of women, which is as deep and dark as the impenetrable abyss.
14 Savvy // Aug 16, 2009 at 11:52 pm
Awesome. Guys read–At least the cool smart ones do. Thomas Hardy has such a gift for vivid description in Far From the Madding Crowd. Lukobe–Haven’t read Jude the Obscure but maybe I should.
I dooo actually have a suggestion for a short story that you might find really amusing. Before anyone gets all offended it’s total comedy. it’s called Rape Fantasies–in one instance the “rapist” has a cold and the woman ends up making him chicken soup instead.
I’m also going to tackle the 1001 Arabian Nights, the Stories from the Alhambra and feel like I should try again at Turn of the Screw though it was like eating kale the first time. I still love Kipling’s shorts. I think everyone should read from the playwrights Goldoni and Beaumarchais (The Barber of Seville, The Marriage of Figaro) in addition to Shakespeare but everyone talks about that guy. I aspire to read The Misanthrope.
Oh, I better stop. I really am such an odd girl. I got into French and German poetry too–Goethe, Verlain… and art songs.
Apart from Christ BOTH men and women are “as deep and dark as the impenetrable abyss.”
15 Savvy // Aug 17, 2009 at 12:02 am
with the Marquez the situation was just disturbing that they would allow a man to be cut up like a pig with knives that were used on pigs and no one lifted a finger to stop it even though the men who said they were going to do it told everyone they would. Everyone seemed to have their reasons–but they weren’t very good. The guy wasn’t a great guy, nor was he all that bad. It seemed like they just wanted some entertainment and a sacrificial lamb to atone for their various sins.
16 whiskey // Aug 17, 2009 at 9:49 am
Most fiction up until say, 1950, was for men. Authors like Mark Twain, Dashiell Hammett, Sir Arthur Conan Doyle, and yes Dickens generated huge followings. Dockworkers would shout out at transatlantic ships carrying the latest serialized versions of Dickens novels (which ran like Doyle’s stories originally in newspapers and magazines) “Is Little Nell Dead?”
That universe, of Quixote, of Defoe, of Hemingway, is dead.
What happened is that Publishing ceased to be focused on getting the next dime and all about comfortable status-mongering. In short, female. As most assistant publishers, agents, editors, assistant editors became women.
Take a look at Publishing — it’s based in NYC, it’s run almost entirely by women, from readers to assistant editors to agents, and thus it’s entire emphasis is on Oprah (her endorsement is worth tens of millions in sales) and a female readership.
Harry Potter … is very feminine. The later books are all aimed at girls, going from a boy’s adventure story to emotional stuff like who kissed who.
This leaves a lot of money on the table. E-books and E-book readers and the ability to turn a Phone or Ipod into a reader allow no-low cost publishers or do it yourself publishers to compete. E-versions are of course, cheaper, though less convenient. Amazon and other sources will sell a best-seller for around $10, vs. around $24-34 per copy in print.
It’s interesting this came out of Food Network’s founder. Food Network’s most important star is male-appealing Alton Brown. It’s viewership has gone from almost entirely female to half male. A decade ago Cook’s Illustrated had 17% male readership, it is now over 50%.
The situation is the same, btw, in Hollywood. Most readers of scripts are young women employed by agents or producers, and so if it does not pass the prejudices and likes of young women age 20-25, the script will not get made.
The only way around that is for an existing title to be bought and repurposed, or a producer with an idea and no script (thus no roadblock of a 20 something young women rejecting, for good or ill, ideas aimed at young men).
17 Lukobe // Aug 17, 2009 at 11:01 am
It’s still men at the top, though, no, Whiskey?
Fascinating re the Food Network and Cook’s Illustrated.
By the way, speaking of publishing, I hear Reader’s Digest entered bankruptcy protection today. I’m amazed it’s lasted this long, honestly. But I will miss it if it goes away. Welmer remembers the cabin trips and the stacks of old RDs, which I now realize probably stretched back into the ’70s!
18 Savvy // Aug 17, 2009 at 11:33 am
Perhaps if Jimmy Kimmel did Jimmy’s Book Club as a spoof, it would actually take off.
Let’s all write his producers and see if we can get it in there!
19 Lukobe // Aug 17, 2009 at 12:13 pm
Oh dear. I wonder what he reads. It’s probably just his public persona, but I’m afraid he’d promote this as his first book: http://www.amazon.com/Whats-Your-Poo-Telling-You/dp/0811857824/
20 Savvy // Aug 17, 2009 at 2:31 pm
Lukobe–Thas funneh! soooo funnneh! I was hoping he would promot manly books.
Whiskey–I think what killed men’s interest in reading was the advent of television. People used to entertain each other with elocution, they no longer do such things. What we need is for the power to go out for awhile and have people rediscover this.
21 Lukobe // Aug 17, 2009 at 11:15 pm
You mean like Hemingway?
22 Savvy // Aug 18, 2009 at 12:14 am
Hemingway’s mental power went out at some point. But that’s another story–a real tragedy.
They try to make kids read stuff in school that is supposed to be great literature, but many kids still come out hating reading. Maybe something is wrong with the system.
23 Lukobe // Aug 18, 2009 at 2:04 am
Well — kids are coming out not being able to read. It really begins at home. If you don’t read at home — well, it’s possible school will inspire you, but it’s a lot harder that way. If reading isn’t valued at home, schools can throw To Kill a Mockingbird at kids all they want and the last time they’ll ever read a novel — if ever — is right before the final for their last English class.
24 Savvy // Aug 18, 2009 at 7:15 pm
Lukobe–having been a teacher, that is so true. You can teach them to sound out syllables and recognize words, but enjoyment doesn’t come from that. Some of these kids should be learning a trade if that’s their inerest. The idea of one size fits all education isn’t right.
25 Savvy // Aug 23, 2009 at 9:59 pm
I found this late, I know but it comes from the book I just read, Northanger Abbey by Jane Austen between Henry and Catherine and Eleanor, Henry’s sister (abriged):
Catherine: But you never read novel, I dare say?
Henry: Why not?
Catherine: Because they are not clever enough for you – gentlemen read better books.
Henry: The person, be it a gentleman or a lady who has not pleasure in a good novel must be intolerably stupid…
Catherine: But I really thought before that young men despise novels amazingly.
Henry: It is amazingly; it may well suggest amazement if they do – for they read nearly as many as women. I myself have read hundereds and hundreds. If we proceed to particulars, and engage in never-ceasing enquiry “Have you read this?” and “Have you read that?” I shall soon leave you far behind me. Consider how many years I have had the start of you. I had entered on my studies at Oxford, while you were a good little girl working on your sampler at home.
Catherine: Not very good, I’m afraid.
Oh, she was, decidedly average at everything she was supposed to be growing up, but she had a good character. But I found the conversation amusing.
26 Todd White // Sep 9, 2009 at 9:55 pm
Guys would read if there were good books out there. But what guy has interest in the 95% of fiction books out there (excluding science fiction) that are emotionally-drawn out, anti-climactic drivel (i.e, perfect for women, but anathema to men).
Personally, I’m a voracious reader. Nonetheless, I would estimate that over 95% of the books I read are non-fiction, precisely because I (as a guy) can’t get interested in the fiction books out in the marketplace today.
I had a similar experience to the one Tom Matlock had. I couldn’t find a traditional publisher for my book. After all, guys don’t read. And a fictional book about the friendship of 3 guys in their mid-twenties would have no audience, right? Hence, I took the self-publishing route. So far, I have no regrets. It gives me a sense of ownership (plus greater royalties) than any traditional publisher could offer.
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