Into the Fire

(Originally posted on 01/19/2011 as "The Ambiguous Average")

Ambiguous: 1.Susceptible to multiple interpretation 2.Doubtful or uncertain

Synonyms: equivocal, obscure, obtuse, vague, cryptic, enigmatic

Average: (Discarding the mathematical definitions) Typical, usual

Synonyms: medium, mediocre, fair, middling, indifferent, run-of-the-mill, so-so, tolerable

Most of us remember how to establish an “average” when presented with several numbers. We recognize it’s the general middle of those numbers after conceding the high and low ends of examples. That average could be accused of being ambiguous, especially when the high is very high and the low is very low.

We’ve talked here numerous times about “the average reader”. I don’t think we’ve ever talked about “the average writer”. Far more difficult to quantify unless we take inventory of a specific group of average readers and tally up their favorite authors. Might that work to establish an ambiguous average?

I have talked to many, many readers of all kinds of genres. Likewise, I’ve talked to my share of writers, also of many kinds of genres. There is a significant gap—more like a chasm—between what a reader expects or desires and what a writer expects to deliver as well as what a writer expects or desires. I think it’s safe to say there might even be another even bigger chasm between what a lot of readers and writers expect and desire and what a publisher is set to deliver. In fact, occasionally it’s like selling the late 60’s cause and effects to those of the late 80’s crowd. Not an easy sell. Why? Because they can’t really relate.

I’ve been fairly outspoken concerning what I feel is a disconnect between publishers/booksellers and the bigger needs of an untapped audience. With the discourse on this blog about desired change in the Christian publishing industry made not only by readers, writers, and a number of professionals in the biz, it’s fairly obvious there are a lot of people who aren’t getting what they desire from CBA. Now how many “a lot” actually is must not be considered worthy of speculation by some of the powers that be evidenced by the reluctance to grow and expand their product to reach these consumers—at least not in a timely manner.

Visionaries assess the climate of business and dare to be bold in their ventures. So we all know it’s a rough economic time which will probably persist until 2013 when some of the government spending can be eliminated and reduced. Hopefully. Now many businesses stick with what they’ve offered, reducing some prices, and hold steady in hopes of better times in the future. But visionary businesses look to gain new appeal and carefully amplify their reach, hoping to attract those who’ve never tapped into what they have to offer by expanding their product line. In doing so they gain an additional clientele by offering more to many while still keeping what they’ve got for those who’re used to their basics.

We see some evidence of “visionary” in CBA publishing with Broadman & Holman, Thomas Nelson, Hachette Book Group in their FaithWords imprint, and occasional bumps from other CBA publishers but the slight evidence doesn’t calculate to real vision nor to profit nor to any change in public rhetoric from Christian publishing. And most of these publishers have chosen to do their versions of trendy Amish fiction to cash in on that market share. Not blaming them for that. In fact, I’m not blaming them for anything really. It’s just disappointing that they can’t see beyond the appeal to this ambiguous average audience to reach the rest of potential readers.

God, you are sovereign. Nothing is news to you. You know past, present, future. You lead. When we’re in the right place, we follow you. In the Name of Jesus, Amen.