Writing Books for Readers Beyond Academe | An Editor’s Perspective: Angela von der Lippe

TL;DR

Publishing serious nonfiction books in today's market is challenging due to the abundance of distractions, but there are strategies writers can employ to capture readers' attention and make their ideas stand out.

Transcript

ANGELA VON DER LIPPE: Thank you, Amy. A preliminary disclosure, I work for the last of the independent publishers, WW Norton, whose name I think you'd agree is synonymous with interests of the university, but it wasn't always so. As I discovered last week when my husband handed me an article from the January 28th, 1924 edition of the Harvard Crimso... Read More

Key Insights

• 🔉 Trade publishing is an industry in tremendous flux, with thousands of books published each year and increased competition from electronic sales and other media.
• 🚚 Writing for the trade requires a balance between conveying authority, nuance, and originality while delivering a persuasive and engaging story.
• 🤩 Synthesis, passion, people, and knowing one's audience are key elements to consider when writing for the trade.

Questions & Answers

Q: What is the main challenge in trade publishing?

The main challenge in trade publishing is capturing the attention of the market, which is flooded with various types of books and distractions. Standing out becomes crucial for serious nonfiction authors.

Q: How can academics make their writing more suitable for the trade?

Academics can adapt their writing by focusing on synthesis, presenting a fresh perspective, incorporating personal passion, bringing ideas to life through stories and people, and considering their target audience of intelligent lay readers.

Q: What is the role of trade publishing in today's society?

Trade publishing of serious nonfiction books plays a critical role in promoting critical thinking and countering misinformation in a world saturated with distractions and political expediency.

Q: How can academics overcome the challenges of the trade publishing industry?

By approaching their writing with an eye for capturing the public's imagination, academics can navigate the challenges by delivering new arguments, fresh perspectives, and enlightening stories that resonate with intelligent lay readers.

Summary & Key Takeaways

• The speaker works for an independent publisher and reflects on the history and challenges of trade publishing.

• She highlights the need for academics to approach writing for the trade differently, focusing on synthesis, passion, people, and knowing their audience.

• The speaker emphasizes the critical function of publishing serious nonfiction books in a world full of distractions.