Into the Fire

There are hordes of Christians who explore, write, and love to read speculative fiction. A great number of that horde particularly enjoy fantasy and campaign faithfully for more CBA products in this genre. Other niche novels within the speculative category yield Sci-Fi, Vampire, Werewolf, Zombie, and the like stories.

Here’s the thing: niche novels appeal to a certain group of readers. Outside of that niche group the overlap of other readers is slim and often not a negotiable number.

My friend Mark loves the thriller genre (as do I). You know the kind: exploding helicopters, daring exploits, excitement and razzle dazzle with lots of danger and pop and bang and mayhem combined with a witty hero and occasional humorous banter or situations. Now if within that context a little romance shows up: it’s okay, but don’t you dare make it the primary focus of the story. In other words don’t have the hero look inside himself and contemplate deep emotional feelings, flaws, or foibles. The market for thrillers is large in the general market and ever expanding in the CBA market. And many readers cross over to it along with reading other genres. Therefore it has the benefit of drawing from other genre readers.

On the other hand, many women love romance novels in varying degrees and styles of romance from contemporary to historical to Amish—you get my drift. Within that niche there are women who will read the gamut of romance novels and those who stick to a particular era or style of romance. The absolutists in this niche read nothing else, or there are those like myself who only read select and narrow romance market material and read largely outside the genre. The thing about the niche market for romance novels is that it’s huge. General market or CBA romance: huge. So big in fact that any concern about drawing from other genres probably doesn’t exist. Besides, good romance can be found within the pages of a mystery and/or suspense novel or in other genres. There’s no shortage of readers for romance and no shortage of romance for readers.

My point today is this: when you read a certain niche-type novel, you tend to gravitate toward those who read the same kinds of books. This creates conversation, discussion, even controversy. Websites and blogs spring up. Fan groups and book clubs are formed. Interest generates. And the patrons of these sites enthuse about the need for more of these books. Writers gain encouragement and work hard to produce them.

Here’s the problem: niche enthusiasm doesn’t always translate into major sales. The numbers of people seem like they’re available to support the unique niche. The outcry for more seems authentic and in great numbers. But when the books eventually get produced, the sales don’t support what the outcry suggested. The niche appears smaller than anticipated.

Even though the blog tours take off with a roar, the praises roll in like the giant curl from a North Shore wave, and enthusiasm leaps from post to post, the sales begin to dissipate and drop off. Occasional criticism pops up, a bad review surfaces, some negative controversy incites those who will never read the book anyway, and suddenly the niche market seems to shrink.

Publishers who dared to produce those niche books study the numbers and halt additions to what they see as a general failure to maintain interest which translates to earning income. Money talks in every business, and if a book doesn’t make money or look like it’s going to weather a slow start or sustain a quick one, said book is done. End of story as they say.

There should be a solution for producing smaller niche-market novels. Jeff Gerke’s Marcher Lord Press is doing its part to support speculative authors. Other major publishers have given a few authors “a go” with speculative fiction, but it remains to be seen whether or not this mixed genre will survive in Christian publishing.

On Monday I’ll present some more thoughts on niche novels . . .

Father, you see the struggles of your writers. You know their hearts and what you’ve called them to do. Teach us all what you would have us learn in this writing journey. In the Name of Jesus, Amen.