|Is the answer more self-promotion?|
That’s if there are any books, and if there are any shoppers.
I visited a big bookstore the other day. It’s one I go to every now and again, as it’s in a city I visit maybe once a year. I love it. It’s got a huge range of books, comfy chairs, hand-written recommendations and there are always lots of people browsing and buying.
In the last few years it developed a teen section. It was brilliantly positioned, right by the adult fiction, somewhere to showcase a wide range of books that might appeal to readers of various ages.
But on this visit, that section had disappeared. I walked around the shop and could not find it. In the end I found a separate room marked ‘Children’s section’. I walked past Gruffalos and Peter Rabbits, past early readers and Lewis Carroll, past Roald Dahl and David Walliams…and more Walliams…. And there I found the teen/Young Adult section. Tucked away in a corner.
There were no teenagers there. There were no twenty-somethings there. There was no one there except me.
I checked for my books - they had several (the new one wasn't out yet). I looked for the books written by friends and found many. I saw a lot of great books that people would love to read. I did a little rearranging. I did no invisible mind-melding, because there was no one to meld with.
I left for adult fiction. As I looked around there I noticed that one YA book had escaped from exile. Multiple copies were piled onto a table in a prominent spot. It's very own table. There was a hand-written recommendation, proclaiming it an important book. And yes, it is a good book.I was glad to see it promoted to readers of all ages.
But where was the nudge in the direction of other, quite similar, books? Where should readers go who want to read more books like this? No nudge, no suggestions, no context. The marketing ploy for YA in this particular store seemed to be to make one YA book look special and different by hiding the fact that there are a whole load of other books which also have important themes and capture a young person's viewpoint.
At the Young Adult Literature Convention (YALC) last week, there was a fabulous atmosphere. There were many teen readers, often accompanied by parents. There were many 20-something readers and older adults too. But it also seemed - despite the enthusiasm, despite the energy, despite the general wonderfulness of the whole event - that the market for YA in the UK is pretty small. Niche was the word that sprang to my mind.
Blame it on our crazy exam system, blame it on kindles and Youtube, blame it on library cuts, whatever you want, Young Adult is still a small market in the UK. We have the talent. We have amazing publishers. But where are the readers?
This week I had a conversation with a work colleague. He’s 26. He loves reading Young Adult books, he assured me. The coming of age themes resonate throughout your twenties, he said. Other colleagues of a similar age agree. But by YA they means the books that make it into the mainstream media, or are heavily promoted by publishers and booksellers. John Green. Rainbow Rowell. Veronica Roth. Sarah J Maas. They’re not looking further. They couldn’t name any British YA writers.
This made me sad. And it also made me feel like a bit of a failure. A few years ago I , alongside fellow authors Keris Stainton (who did all the work) and Susie Day set up a website and started promoting UKYA. We wanted to raise the profile of British authors and British books. We succeeded, up to a point. #UKYA is a hashtag to be reckoned with. There are regular #UKYAchat sessions on Twitter. Lovely bloggers set up #UKYA events and shout about #UKYA books. And many more British YA authors are being published.
But has the market for YA in the UK grown? Not that much, I suspect.
Authors that I know are asking themselves whether they should age down, go for that popular ‘clean teen’ market? Or is the answer to age up a bit and leave the children’s section behind? Maybe we need to think less about the ‘young’ bit and more about the ‘adult’? After all, John Green’s massive hit The Fault in Our Stars was published as an adult book in the UK.
Is the answer more self-promotion? Does social media make a difference? Or are we expending time and energy on reminding the same people again and again that they might like to read our books? Is it possible that the YA market in the UK is going to be entirely dominated by people who have become famous by making videos on YouTube? Should I be writing a book that Zoella might like?
I love YA. I love writing it and I love reading it. I love the YA books that I read when I was young – books by Honor Arundel, KM Peyton, Joan Lingard. I love the books that I read now. I believe that books read as a young adult can change your life. I also think that it’s important that YA books should come from all over the world, reflecting young people’s experience and opening their minds to other cultures as well.
But how can we find a broader audience? Any ideas?
Cuckoo by Keren David was published by Atom on August 4th.