TPV regular Laura Resnick is interviewed at Diabolical Plots:
Laura Resnick has done extensive research, including interviews with authors and art directors, on how cover art is developed and how it has a drastic affect on sales and careers. Her current artist, for the Esther Diamond series, is Dan Dos Santos, a 5 time Hugo nominee and Chesley winner.
In this interview with Diabolical Plots’ Carl Slaughter, she provides the inside story on cover art.
CARL SLAUGHTER: You’ve done extensive research on how cover art affects sales figures and author careers. Give us some examples of cover art that tanked sales and delayed careers and some examples of how cover art moved a book off the shelf and fast tracked a career.
LAURA RESNICK: An editor once cited Barbara Michaels aka Elizabeth Peters to me as an example of a writer whose career was held back for years by bad covers. Peters died last year (peacefully at home, at the age of 85) after a career which included many New York Times bestselling novels. But that success came some 20 years and many well-reviewed books into her career, and there was a noticeable shift in packaging that accompanied her well-deserved success. For years, publishers were giving her muddy, generic covers that conveyed nothing of the tone of her books, and she developed her audience strictly on her own merits via word-of-mouth, with no help at all from her dreadful packaging. Then if you look at the packaging she started getting around the mid-1990s, you can see a definite shift in quality of the covers, which accompanied her rising sales. In particular, the eventual packaging of her Amelia Peabody series (the early books, poorly packaged, were also repackaged with the new look) was a winner, and the series was commercially very successful for years (she was working on another Amelia Peabody book when she died).
. . . .
I think Charlaine Harris (author of the Sookie Stackhouse novels, aka the “Trueblood” series) is an example of someone who got a boost from good packaging. Harris was a longtime midlist career writer who developed the idea for the Sookie Stackhouse novels in an attempt to use her strengths as a writer to achieve the commercial success which had so far eluded her. (Obviously, she succeeded, becoming a #1 hardcover NYT bestseller with this series.) Ace Books launched the first book in the series, Dead Until Dark, with a very distinctive cover. I remember picking up that book years ago because of the cover (which was impressive packaging, since I don’t read vampire novels). Harris was doing good work on a very commercial project, but the distinctive packaging really helped that series stand out early on.
CARL: Who makes decisions about cover art and who should be making those decisions?
LAURA: At large publishing conglomerates (ex. Hachette, HarperCollins, Penguin Random House, MacMillan, and Simon & Schuster), too often the people making decisions about packaging are unfamiliar with the book or the author’s work—and therefore also unfamiliar with the author’s audience, who are the people the cover needs to attract. I have even been told anecdotes by wearily amused art directors about book covers being directed by senior people in the corporate hierarchy who don’t read books and who have no art or design background whatsoever, but who, for one reason or another, want cover control. To give just one example of how truly absurd the process can get, one art director at a major house told me that for a year or two, most of that company’s major releases had red covers because the Chief Financial Officer’s girlfriend liked red, and he wanted to make her happy.
Meanwhile, at the other end of the spectrum, depending on just how small a small press is, art direction may be in the hands of one person who is also editor, marketer, publisher, and business manager. This can go well if that person is brilliant at art direction—and badly if he’s not.
Link to the rest at Diabolical Plots