The question of the hour is, “How do we reach African American audiences?” But it seems that the question is far too infrequently directed at African Americans. Or if it is asked of them, it seems the answers aren’t good enough. As if somehow the majority knows what’s best for the minority. Answer is given, then “experts” say, “No, that can’t be it. That won’t sell.”
What if publishing for African Americans really is about smaller niche audiences within the larger audience? What if it really is about book clubs and independent reviewers, magazine featurettes and book signings/readings? What if African American audiences don’t trust or rely on mainstream/traditional methods of book marketing? What if it really is about accepting African American views on race, sexually, religion, and politics? And then not just accepting it, but realizing that it may be different than the mainstream and being OK with letting that voice speak out. Is that OK with the publisher asking the question? Are they ready to engage and develop relationships with the channels that would best position African American titles? Can publishers accept and handle the unique demands, expectations, and felt needs of African American readers? I think those are the better questions, not that I can claim to have any of the answers.
I’m not going to even touch the topic of where to place these books in the bookstores—do they get their own section or should they join the rest of the books on their particular subject? Nope, not going there. But here’s what I want to know from African American readers, reviewers, authors/writers, and publishing professionals:
What do you think are the best-selling trends in African American literature both fiction and nonfiction, especially, but not limited to, those with Christian themes? Then, what are the best ways for publishers to market those titles to African Americans? What publishers are doing it well?