Photo: Ben Denzer The past six months have been good to the book-publishing industry. Book sales, helped along by pandemic-induced lockdowns, are up. Adult-fiction sales have risen 30 percent year over year. And most of all, Trump hasn’t been in office. “Postelection, there’s been a breath of Thank God, we don’t have to do Trump books anymore,” one editor told me.
Publishers were initially slow to capitalize on the chaos of the Trump era. When the journalist David Cay Johnston pitched a book about Trump in 2015, he was met with silence from big publishers. At first, no one thought Trump would get the Republican nomination, then no one thought he would win the presidency. Books take months, if not years, to produce — by the time Trump volumes started rolling off the presses, the thinking went, he would be back hosting The Apprentice.
For people with #resistance in their bio, hitting BUY NOW was irresistible. For publishers, it was almost like printing money. In 2020, Mary L. Trump’s Too Much and Never Enough, John Bolton’s The Room Where It Happened, and Woodward’s Rage all sold hundreds of thousands of hardback copies. NPD BookScan’s Kristen McLean called 2020 a “record-setter.” Barnes & Noble CEO James Daunt credited these sales with helping to revive the flagging chain.
It doesn’t help morale that readers don’t particularly seem to care either. “People approached these books like merch,” said literary agent Kate McKean. “We all buy books we intend to read but don’t — it’s not that the content doesn’t matter, but people buy them the way they buy a shirt, a hat, a sticker.”
Now, we’re entering what one Penguin Random House publicist calls the “Downfall stage” of Trump’s presidency, referring to the film. “It’s the same people who read books about Hitler’s last days,” the publicist said. “It’s victory porn.”
alex_shephard A new book recreates how the internet was explained to Donald Trump.
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