A New York Times Book Review essay latches onto Bailoutmania with a humor piece focused on a mythical writer’s bailout, and like most humor, brushes up against a few bruised areas along the way. Still, it’s a humor piece, so we’ll start with writer Paul Greenberg’s lead joke:
A little while back my daughter told me the following depressing joke:
Woman: What do you do?
Man: Me? Oh, I write books.
Woman: How interesting! Have you sold anything recently?
Man: Why, yes. My couch, my car and my flat-screen television.
A snarkier writer-father might have added, “and I sold those things to pay for your private school tuition!” But instead it got me thinking that there was a real problem here. Not just a small problem involving issues of respect between one writer and one teenager, but rather a national problem of respect where being a writer has become so widely associated with being a loser that we have become the stuff of common jokes.
The rest of the wittily written piece similarly amuses, though like most humor, the knife cuts close to home, including in this graph about “overcapacity” in the writing universe – a real (if little talked about) issue, even in copywriting:
Overcapacity has been something generally acknowledged across the writing industry for at least 10 years. In a 2002 essay in The New York Times, the onetime best-selling novelist and story writer Ann Beattie mourned the situation of the modern writer, living in a world where people are more interested in “being a writer” than in writing itself. “There are too many of us, and M.F.A. programs graduate more every year, causing publishers to suffer snow-blindness, which has resulted in everyone getting lost,” she lamented. That Ann Beattie must now compete on Amazon with a self-published author named Ann Rothrock Beattie is proof of how enormous the blizzard has become.
It’s not true that everyone who can type claims writerhood, but a quick survey of the many writer’s forums, sites and blogs suggests significant growth in the writer population, and not always among those capable of adding to the craft.
In many ways, the copywriter’s recession began years ago if downward trends in fees paid for lower-end projects are any indication.
While Greenburg’s essay is generally hilarious – his farm-billish plan to subsidize half the working writers to not write is golden – he taps into a larger populist resentment about the financial and car company bailouts, where greed and failure are simultaneously reviled and rewarded by the same congress.
We’re at the tail end of a period where no corporate subsidy seemed too big or too outrageous – and find ourselves in the midst of a financial meltdown where “too big to fail” leaves individual workers clutching an empty bag and a large debt about to come due. Populist resentment isn’t just to be expected, it’s probably demanded (at least that’s my understanding of democracy).
Still, this is humor, and Greenburg finishes on a properly literate note, wrapping his words around a Graham Greene quote (an Underground fav):
The economy slips deeper and deeper into its trench, and yet the workspace for writers seems to get more crowded by the day as refugees from other professions take cover behind what they hope will be the respectability of the writing life. The other day, as I looked down on the field of cubicles from the “resting area” on the balcony, I felt an urge to read aloud from a Graham Greene story I had disregarded in my 20s: “Are you prepared for the years of effort, ‘the long defeat of doing nothing well’? As the years pass writing will not become any easier, the daily effort will grow harder to endure, those ‘powers of observation’ will become enfeebled; you will be judged, when you reach your 40s, by performance and not by promise.” Harsh stuff. But don’t take Greene’s word for it, or mine. I’m a writer. Maybe I’m just trying to clear a little more room for myself at the workspace.
Keep writing, Tom Chandler.
























“a quick survey of the many writer’s forums, sites and blogs suggests significant growth in the writer population, and not always among those capable of adding to the craft”.
As elegant an observation as it is accurate.
Thanks for this piece.
Jolyon
PS. It’s now irritating me that I can’t recall the name of the hero in “A burnt-out case”. Begins with ‘Q’. Any clue?
Querry, eh?
Querry. Of course. I read it when I was about 19 and don’t have a copy any more. One of his best books, I think (though confess I’m not an enormous fan of GG).
Kept thinking “Quarrel” but that, of course, was shomeone entirely different, eh, Felix?
Ugh. Having just turned 40 myself, that last bit really hits home. Perhaps only in a personal way though. I think the type of writer Graham Greene is referring too is not the modern marketing writer — they always have to perform well.
But the “promise” thing, and the “enfeebled” thing (had to scroll back up to see what word that was again…) — I’ve been reflecting upon both lately.
As hockey players get older, they literally work smarter, not harder. They know how the play is going to develop, and they are better at getting to where they are supposed to be before they have to be there. Which is good and bad, I suppose, since in their early days they could just hustle to where they needed to get to. Not so much hustle any more.
That’s how I’m beginning to feel, like I need to anticipate rather than catch up.
The unfortunate thing is that I like the hustle, I like the going off in 1,000 directions and learning new things. I just can’t take those literary (or marketing, or advertising) adventures anymore. Partly because I’m 40, partly because of the kids, partly because of the bills. I think it’s called “Life”.
On a wider topic, the thing about the “overcapacity” is that many of these new writers are working for pennies. I used to do a fair amount of SEO work, but now they are going to writers who are willing to work for $1 per article — only if it’s accepted, only if it passes Copyscape, only if the whip-holder decides you are worthy…
Not that I’m complaining. Hey, if you’re working in the open market, that’s the way things go. But I really do think that it is diluting the quality of writing out there, as many have pointed out.
Still, I think there is a market for good writers, even good SEO writers. Once everyone realizes that there is a direct correlation between quality and sales, the 200-word moving average should trend upward again. And when the looky-loo writers (hey, I can do this!) start leaving the industry, the term “writer bail out” will have a whole new meaning.
~Graham
Graham: Copywriters get better with age – it’s a knowledge-based field instead of an entirely creative one – but I will admit that concept work has gotten more difficult in my old age.
As for the $5 article stuff, it’s hard to classify that as copywriting any more than pushing buttons on an assembly line qualifies you as a craftsman; if they could get a machine to do that (and I’m sure they will), the people would be surplus.
By contrast, a machine that could concept something like Apple’s 1984 ad is more than a few years off…
The oversaturation aspect of this post seems to have hit a nerve; I’ve received several emails from folks who think it’s dragging the whole industry down, yet down want to be seen saying that publicly.
Perhaps a topic for a future post.
I think that personal blogs have encouraged the over saturation of writers. I know that it’s gotten a lot of people writing more and probably has given them some confidence and experience to think, “hey I can write…”, “hey my friends think I’m a good writer, maybe I could…”. Maybe that isn’t the case, but I’ve got think it has something to do with it.
Perhaps, though Ogilvy did once say the best way to kill off a poor product was to advertise it.
I wonder if the rise of SEO “article” writing – a segment of the market that didn’t exist prior to Google – hasn’t played a role. Suddenly, people were essentially getting paid to write filler around keywords, which is why I urge newer copywriters to escape that segment of the market immediately.
I think we’re seeing a real “bubble” in the writer’s market – the profession suddenly seems attractive to people for all sorts of reasons, and the Intertubes have made it possible to build a revenue stream literally without leaving your home.
Of course, the Internet’s also building the perception that content should be cheap or free, which is another reason I urge writers to move as close to a client’s revenue stream as possible (at least for their core projects). There is a big correction coming in the professional writer’s universe, though when and what seems largely unclear.
Again, this subject’s probably worth a post.
Hi Tom,
That correction may partially come in the SEO field. I think that too many companies are, as you say, building filler around keywords.
But what happens once they are there? Unless you can convince them to do something (buy your product, call about your services, etc.) then what’s the point of attracting them in the first place?
Companies will start to learn this, and SEO will once again become a highly technical field requiring the services of a skilled writer to convert those leads, not just collect them.
IMHO,
~Graham
Oh well … Yet another writer read your blog …
Really like your stuff.
Happy New Year when it comes!
russell (in the UK)
Russell: Happy New Year to you too, though I gather you’ll see it about eight hours in advance of us, which means you’ll be snoring away in bed while I’m fighting to stay awake.
That, as they say, is the hell of time zones.
… If a man sleeps alone in bed … does he snore … ?
Happy New Year (slightly belated!)