RoboDogs

Is the public ready for a RoboDog on the police force? New York City, Honolulu, and the Dutch national police force have tried a robotic police dog nicknamed Spot, created by Boston Dynamics:

Useful Hounds or Dehumanizing Machines?

In connection with the COVID-19 pandemic, these automatons have scanned people for fevers and conducted remote interviews with positive-testing patients. In Belgium, one was sent to check the site of a drug lab explosion. Utlity companies can use them "to inspect high-voltage zones and other hazardous areas." They can also "monitor construction sites, mines and factories, equipped with whatever sensor is needed for the job." A representative of the manufacturer points out, "The first value that most people see in the robot is taking a person out of a hazardous situation.” On the negative side, some critics worry about weaponization of robots, especially under the control of the police. Another company, Ghost Robotics, has no qualms about providing similar robot dogs to the military. While Boston Dynamics tries to promote its product as friendly and helpful, some people worry about the potential for "killer robots" employed by police departments. The issue of human rights with regard to robot police dogs brings to mind Asimov's robot stories, with the Three Laws to limit the potential for harm, as well as governmental hyper-caution demonstrated by a prohibition against deploying robots on Earth.

An article exploring why Spot, renamed Digidog in New York, didn't work out well there:

The NYPD's Robot Dog

The design of the "dog," with its "very imposing profile," the way it moves, and the context of its use influenced the public's response to it. At a time when police departments were facing increased criticism about officers' interactions with civilians, Digidog was taken into a public housing project, where it exacerbated the "very big power imbalance that’s already there." It's proposed that the reaction to Digidog might have been more positive if people had seen it used for jobs such as bomb disposal or rescuing victims from fires. Also, science fiction has created stereotypical expectations of what robots are and how they function, ideas both positive and negative.

I find these machines a little disappointing because they don't live up to my idea of a true robot. The animatronic hounds can't act on their own. At most, when ordered to move in a particular direction, they can navigate stairs or rough terrain without being micromanaged. Spot can act autonomously "only if it’s already memorized an assigned route and there aren’t too many surprise obstacles," a long way from science-fiction robots that can receive broad commands and carry out all the necessary steps without further guidance. Also, the robot "hounds" don't look much like real dogs. Why weren't they given a canine appearance, with fur as well as other animal-like features? Wouldn't people accept them more readily if they were cute? Maybe, as hinted in the article linked above, that was part of the problem with their failure in New York. Surely they could be made more pet-like without falling into the uncanny valley of "too" realistic.

Margaret L. Carter

Carter's Crypt

Theme-Story Integration Part 8 - Game Theory And Public Relations The Epiphany Revisited

Theme-Story Integration

Part 8

 Game Theory And Public Relations 

One way to craft an immersive world into which to drop Characters is to take two elements of the "real" world, combine them, and let your blood boil until you're angry enough to ask a question your readers have not (yet) asked themselves.  

This process won't lead you directly to a "narrative hook" or the beginning of a story, but it will begin to reveal the theme that is rooted in the guts of your being, and that will yield a narrative hook.

Mostly, when you start this process, you become utterly inarticulate -- you can't put a word or a name to what you're feeling, and have no idea why it disturbs you.

It is your own internal conflict arising to compel you to write your story - the magnum opus of a lifetime.

It is the theme of your life, and inside that theme lies the point which connects you to all other humans of your generation, particularly those younger, or those less experienced.

Vocabulary must be expanded to cope with the nascent thoughts that churn upwards disturbing your view of the world.  Sometimes just randomly reading a dictionary or encyclopedia like Wikipedia can bring the vocabulary, and thus the tools with which to think the thoughts that will define your story's theme, into sharp focus.

A story isn't a plot, and it takes both to create a novel. A story by itself might yield a vignette or series of them - a randomized tapestry of scenes, not connected by anything.

A story is all about how emotions churn, become powered, arise and command actions (often ill chosen decisions).  A story is the evolution of wisdom within an individual.

But to craft a novel from a Story, the writer must find a PLOT.

A plot is the sequence of actions the Character initiates that cause Events, which cause more events, until the consequences of the initial action splash back on the Character and trigger an epiphany.

The epiphany in an action novel happens at the 3/4 point in the book -- in a Romance, ordinarily the "that's my man!" epiphany happens at the 1/3 point -- and in other sorts of drama, that turning point is the 1/2 point.

Knowing which genre you are writing in will help you find the narrative hook, the opening line of page 1, and the Conflict you must define on  page 1 and resolve on the last page.

By placing the epiphany that redirects the main character's thinking, and feeling, and thus action according to the genre, you will zero in on the Narrative Hook -- and within that Narrative Hook's choice of vocabulary, you will find the seeds of your epiphany.

Following this method of generating immersive novels will likely launch you into a 20 year writing project.  I have witnessed a few writers struggling with a novel they feel they must write and rewriting it for decades, eventually coming out with a theme-story integrated work of Art that is head and shoulders above previously published works.

It is the topic that makes your blood boil that leads to being able to finish a 20 or even 30 year war with the words of your novel.

You'll get the words right only if you're mad enough when you start, if what you have to say is gut-wrenchingly important to you, and you know how to explain that importance to your readers.

As noted above, one fertile source of such ideas is Wikipedia. Much of what you find there is not actually, wholly, true -- but the contents of wikipedia do reflect what a huge swath of the population thinks is true.

What is true vs what a majority thinks is true is a quintessential Conflict which works marvelously for Science Fiction and for Romance genre.  

The discovery that what you think is true, is in fact not true, is an "epiphany."  Or what is now termed "woke" - a state of mind where your eyes suddenly see something different than they did only one blink previously.

The world has not changed, but your method of interpreting it has.

You can study this effect just by staring at one of the optical illusion memes that streak across the internet from time to time.

Blink and it's two vases - blink again and it's two faces. The lines of the drawing haven't changed!  

When you've been hoodwinked, scammed, fooled, made into a patsy, robbed blind, victimized by disinformation, and don't know it, it is two vases -- but suddenly you know it, and it's two faces.

The scam and your position as a victim hasn't changed -- you have.

That change in you is your STORY.

How, why, and when you BLINK (blinking is an action) is your PLOT.

Here is a Wikipedia juxtaposition of well known processes that, if understood in a wider context, can lead to that sort of EPIPHANY at the core of Theme-Story Integration -- the realization that you have been fooled that comes because you have changed, not because your world changed.

--------------------

Wikipedia - the place to find what people think is true

Game theory is the study of mathematical models of strategic interaction among rational decision-makers.[1] It has applications in all fields of social science, as well as in logic, systems science and computer science. Originally, it addressed zero-sum games, in which each participant's gains or losses are exactly balanced by those of the other participants. In the 21st century, game theory applies to a wide range of behavioral relations, and is now an umbrella term for the science of logical decision making in humans, animals, and computers.

---

Public relations (PR) is the practice of deliberately managing the release and spread of information between an individual or an organization (such as a business, government agency, or a nonprofit organization) and the public in order to affect the public perception. Public relations (PR) and publicity differ in that PR is controlled internally, whereas publicity is not controlled and contributed by external parties.[1] Public relations may include an organization or individual gaining exposure to their audiences using topics of public interest and news items that do not require direct payment.[2] This differentiates it from advertising as a form of marketing communications. Public relations aims to create or obtain coverage for clients for free, also known as 'earned media', rather than paying for marketing or advertising. But in the early 21st century, advertising is also a part of broader PR activities.[3]

-----

Conflict arises (thus plot arises) from discovering how decision makers have "gamed" you by carefully curating the information you have access to.

If you do something about it, they will do something to you.  

Jacqueline Lichtenberg

http://jacquelinelichtenberg.com 

Marketing Fiction In A Changing World Part 24 - Writing About The Future And For The Future by Jacqueline Lichtenberg

Marketing Fiction In A Changing World

Part 24

Writing About The Future And For The Future

by

Jacqueline Lichtenberg 

The Index to previous posts in this series can be found at

http://aliendjinnromances.blogspot.com/2014/05/index-to-marketing-fiction-in-changing.html

Recently, I was told by a contact on Facebook who was systematically reading through my Star Trek fanfic series, Kraith
http://www.simegen.com/fandom/startrek/
that Star Trek should have picked up my vision of Vulcan Culture when they came to "reveal" the world where Spock grew up.  I've been told that before, but this was a new reader currently living in the modern context.

Meanwhile, I followed the political developments as the Republicans won and the Democrats lost, not just the Presidency but in States and local contests up and down the ticket.

Officially, publicly, the professional politicians are telling their bewildered constituents how shocking, unfair, wrong, unprecedented, and just plain unacceptable these losses were. 

I was not shocked, bewildered, or even mildly surprised.  But I ranged far and wide among news sources (even abroad) and from long experience, interpreted the news media "story" or "narrative" in terms of what I knew about the players and the Constitution.

I understand (as few do) both Journalism and the Electoral College -- artifacts of my odd upbringing.

So I saw the "game" Trump played was for the Electoral Votes and never mind anything else -- it took him a while to get a grip on that process, but he swept up advisers who know what I know, and he believed them and altered course to scarf up all the Electoral Votes that were "low hanging fruit."  And he ignored the rest.

Meanwhile, any sensible person could see that Hillary won the popular vote -- and with good reason.  She ran a well funded campaign.  I have noted over decades that all you have to do to predict the winner of a Presidential Contest is to find out which candidate has raised the most money.  Then you can ignore all the noise that money makes with advertising. 

This works well on local contests, too.  The State and County nominees with the most money win.  That's it.  Follow The Money.  Nothing else matters.

At least it has been that way until 2016.  In many contests it did go that way.  But it is no longer a certainty.

If you, as a futuristic Romance writer, intend to write novels that can be read (as Kraith is being read) decades hence and still captivate and stimulate readers to their own creativity, then you should think long and hard about how the 2016 Presidency went.

Trump ran almost no TV advertising -- got almost no newspaper endorsements -- and spent money mostly on his airplane, very tiny staff, and huge venues for his overflow crowds.

Frankly, it beats me why anyone would go to such a "rally" -- to hear him say in person exactly what you've heard him say on TV.  After a while, he honed his pitch down to a boringly repetitive set of points woven around his random, stream of consciousness commentary. 

Now think about this thing he did with the hats.  Tiny slogan fits on front of the hat - his first appearance was with a white hat and that slogan.  He threw the hat, just like they do at the Stock Exchange when the Dow hits a milestone, like 20,000.

Remember all the posts you've read here on SYMBOLISM. 

http://aliendjinnromances.blogspot.com/2016/01/theme-symbolism-integration-part-5-how.html  -- has links to previous parts.

http://aliendjinnromances.blogspot.com/2009/03/communicating-in-symbols.html

http://aliendjinnromances.blogspot.com/2016/09/theme-worldbuilding-integration-part-16.html

Trump built a fictional world right before your eyes. If you want to gain greater respect and prominence for Romance as a genre, but science fiction romance in particular, for the concept of the Happily Ever After, consider what you can learn from what Trump did.

Remember Trump is a marketing genius -- not-so-terrific-products (often failing, often bankrupt) hitting TOP TIER, or just below that and making enough profit to offset losses on other products. 

Court costs of one "settlement" are just added on to the sale price of some other product of the business.  Likewise with "taxes" -- it is a principle of bottom line truth -- corporations don't pay taxes; customers do.  Tax on corporate profits is just figured into the sale price so the corporation makes the same or better profit.  It takes years to level it out because there is resistance by customers to paying more, but with time the corporation prices their product up to cover the taxes they pay, and the customers scream at the government to make the government stop inflation because the price of what the customer buy has gone up.

It is a game governments play, flimflammery misdirecting public attention.

In fact, it is a precise mathematical formula called Public Relations.  Using Big Data, this crowd management methodology is now targeting audiences with pinpoint accuracy.

Trump saw an audience that was starved for a product, and created that product, then sold it to that audience. 

Which product and which audience is irrelevant to you as a writer of fiction. 

Understanding the process of finding an audience, understanding what that audience wants before that audience knows it wants it, crafting the product to captivate that audience, and informing the potential buyers of that product where to find it --- those things you must understand.

Marketing Fiction In a Changing World is about foreseeing where the audience will be decades hence, way before that audience exists, and writing for that non-existent audience.

However, at the same time, you must craft your fiction for the current, contemporary, modern audience.  It has to be readable, understandable and about the modern issues.

Where the future's issues (themes) and the current reader's issues (themes) overlap, and where they differ (or conflict) will provide you with the big canvas against which to throw your characters.

Trump's campaign connected the past with the present and with the future.

Instead of compartmentalizing issues as separate things to be solved any-which-way was politically expedient, he connected all the apparently different issues into a coherent picture.

And he made the issues coherent by speaking incoherently.

It's impossible to follow that man's speeches unless somebody writes them on his teleprompter.  But he still includes -- makes up on the fly -- "applause lines."

Fiction writers who want to spin the most impossible (paranormal) tales and get readers to believe them should study speech writing - especially famous political speeches.

Trump captured the images, the symbols, churning through his audience's mind, and projected those images with conviction and power.

Hillary did the same for her audience, but with less power when speaking in person to audiences.  Why did she come across with less power?  Because the speeches were not in her own words.  She was smooth, polished, incredibly presidential, projecting a vision of how we all want our world to be.  She nailed the results we expect from a President.  And most of the time she was letter perfect - very studied, very focused on her audience.

So why didn't she win?  Her speech writers were even better at symbolism than Trump's stream of consciousness.

What really happened in this election - and how can you understand the Event and use it to write about the future in a way that will not seem "dated" to those who live in that decades-hence future?

Here's the thing.

They both won!

It was the Battle of the Titans - a classic Armageddon - and they both won.

Hillary won the popular vote and Donald won the power-vote.

Everybody loved Hillary, but everybody else trusted Donald to beat up their opponents.

This is shown clearly in the astrology of their Natal Charts.  Most astrologers missed it because it didn't seem important by most systems astrologers use.  But Hillary reached a lifetime peak of popularity on Election Day, and Trump reached a peak of unpredictable use of power, of explosive growth of power which will come into even higher focus on Inauguration Day. 

America elected a Champion, a Superhero. 

Note that Trump had started to run for President several times, flirted with the media over the notion, and backed off.  This time he drew out the flirting and stretched and stretched, then made a production number (very SYMBOLIC) of declaring candidacy coming down the Trump Tower elevator (down, not up).  He could have held the news conference UPSTAIRS and been seen going UP in that golden elevator.  He chose DOWN. 

The hats, the slogan, the direction - all symbolic.

The slogan is a succinct (have you ever heard him be succinct?) declaration of the theme of the novel he is writing before your eyes.

He could have done this years ago, but chose 2015 -- why?  Because he found his audience -- not through his TV Show (APPRENTICE) -- but through those who don't watch the commercials.

Note how the amount of money spent on political campaigns has escalated in recent decades.  The advertising, robocalls, actual person calls, signs, billboards, TV commercials, online commercials, emails, -- all is done by hiring and paying people to do these things.  The best, most expensive, advertising experts who have sold terrible products at vast profits for failing companies, are hired for Big Bucks to hammer the public with the candidate's "message."

In the post-mortem of the election, the Democratic Party is dissecting their "message" to see why it did not produce the predicted votes in the correct places.

Hillary Clinton should have won -- and she did win by millions of votes -- but her message did not draw her voters to the polls in the exact spots necessary to win the Electoral College.  So the Democratic Party is considering how to change their message -- not their behavior or the hearts of their people, but just their words -- to make people vote for them.

Just like the Republican Party (remember how emphatically the Party rejected Trump? He ran against the Republican Party - with a plethora of traditionally Democratic "messages." ) had used the same Public Relations "tricks" to make people vote for their candidates, the Democrats blame how they phrase their "message" not what they do when in office.

Fiction structure works the opposite way -- what the characters do is weighted more than what they say.  Readers decode Character by Behavior - not words. 

Readers - in the past, in the present and probably in the future - are intrigued by a disparity between what a Character does and what that Character says.

Compare that Reader preference to the 2016 political campaign.  The term "Liar" was thrown back and forth (facts were distorted no more than usual, but exposure was much more frequent.) 

Each of the Candidates was vetted by the media, comparing what they had done in the past with what they said in the present.

The Candidate who had done what she was saying she would do in the future as President garnered more votes.  The Candidate who had done things in the past that were starkly at odds with what he said he would do in the future, won a strategic victory.

Look at Trump vs Clinton as the "conflict" line of a novel - the typical love/hate novel.  You know that Clinton attended one of Trump's weddings - and other High Society Events hosted by Trump.  They "move in the same circles."

Study the history of that and you will find a Regency Romance in there.  You could write the same story set in the Roman Empire. 

Why did Trump focus all his energy on rallies, not TV ads?  But more importantly, why did that stupid strategy work?

Was it Trump's message, or his target audience?  Was it his war-gaming the Electoral College?  The Democrats have always been great at war-gaming the Electoral College - they carried California, a whopping prize.  Why did they lose Pennsylvania? 

Figure out a theory of why the election went to Trump and turn that theory into a theme, project that thematic truth into the far future, and write a novel for today's contemporary audience -- and you will have created a "Classic" that will be appreciated in the far future.

http://aliendjinnromances.blogspot.com/2015/10/how-do-you-know-if-youve-written.html

Think historically - from way back in Roman Empire times to now, and into the far future.

Have "messages" changed?  Or have audiences?

The reason ancient Greek and Roman plays are still performed and studied is that the messages, the politics, and the romances have not changed.  The reason those plays pull small audiences is that audiences have changed.

To write a classic, figure out what the audience of the future will be.

To understand audience change, consider the evolution of the media -- the medium through which a message must travel to reach a given person who wants that message.

That is what Trump did -- he understood that audiences have changed, are changing, and continuing to change.  I'm sure he saw and understood the advertising numbers from The Apprentice garnered between 2004 and 2015.  He knew that TV Advertising effectiveness was on the wane, and other political contest results (votes gained per dollar spent) bore out what he was seeing.

TV Cord Cutters are on the rise - college age people generally just don't subscribe to Cable, and won't waste time trying to find an over-the-air signal.  They access news and entertainment streaming.

The younger people seem to still prefer printed paper books, but watch TV on phone, tablet or sometimes a TV screen attached to a little Roku or Apple box (maybe game boxes are more common).

Tivo lets you click to skip a whole run of commercials. Nobody watches commercials - even if they play, everyone talks or leaves the room.  TV commercials don't deliver.

But there's a bigger trend behind that than cord cutters or inattentiveness. 

The real reason broadcast or cable TV commercials don't deliver value any more is very simple -- the audiences for each show is shrinking.

Here's the century long trend.

At the turn of the 20th Century, Radio was being deployed widely, radio sets came down in cost, and slowly 3 Radio Networks knitted the country together, CBS, NBC, ABC.

At any given evening hour there might be as many as a bewildering 3 choices of what to listen to.  The shows had sponsors -- usually one product or company would sponsor an entire half hour show - (fiction, news, music, standup comedy, variety). 

Eventually, there were some local stations that weren't part of the nationwide networks, and some shows on network affiliates were not broadcast nationwide. 

TV per-empted the explosive growth of Radio, but the same Big Three networks prevailed.  In the 1950's there were many hours during the day, late at night, even during Prime Time that there was only one show on TV.  Gradually, that exploded as TV Sets came down in price and were deployed into every living room (yes, max one per household!). 

So at any given time during the 1950's and even well into the 1960's, people talked at work, over the back yard fence while hanging out laundry, in grocery store lines, everywhere about whatever show was on last night.

About a third of the country would have seen the same show.  There was no way to record a TV show, so if you didn't see it, you never would, and would be out of the conversation.  Radio kept going strong through the deployment of TV (just as it is strong today via Web Radio and Podcasts), and not everyone watched TV. 

Companies that sponsored TV and Radio sold products so well, the market - the audience - for that product basically created the Supermarket (a store that carried a wide variety of products). 

In other words, the Mass Market was born of Radio audiences - huge percentages of the total number of people in the country.

Old World War II movies will show you how Baseball (broadcast on Radio, then TV) was used to source passwords and identify "real" Americans.

All Americans had certain things in common with each other that were not in common with those living in other countries.

America was unified by Radio - then TV.  Mass audiences became targets of Mass Marketing.  Concurrently - right before, during and after, the turn into the 20th Century - fueling the perfection of PR, Public Relations.

We've discussed PR and its effect on our fiction marketing efforts previously:

http://aliendjinnromances.blogspot.com/2014/02/marketing-fiction-in-changing-world_25.html

http://aliendjinnromances.blogspot.com/2014/02/marketing-fiction-in-changing-world_18.html

http://aliendjinnromances.blogspot.com/2014/02/marketing-fiction-in-changing-world.html

http://aliendjinnromances.blogspot.com/2013/01/theme-plot-integration-part-4-fallacies.html (with links to previous parts in that series).

So media (from the first "broadside" published in the 1700's all the way through Newspapers and magazines to the Internet) has knitted a whole country into one market, unified our thinking, given us all something in common with each other that prevails over our differences.

And with that united Market, that Audience, to study, mathematics and psychology unite with statistics to produce Public Relations, the art and science of hammering individuals into identical consumers of identical products (because mass production is cheaper so everyone can have what only aristocrats could afford a few centuries ago.)

Then, the very success of Television and "networking" local stations into national syndication, took that unified audience and fragmented it.

We are in a massive fragmentation trend right now.

With distribution via DVD turning into Amazon Prime Streaming, Netflix Streaming, Hulu, various cable systems offering "On Demand" -- and other methods of getting entertainment without commercials had become commonplace rather than a yearned-for goal.

In the 1960's, people used to videotape (VCR) record TV shows they loved, with a finger on the PAUSE button, to stop the recording during commercials, thus producing a commercial-free copy they could watch or share with friends.  Copying VCR recordings was deliberately (by VC R manufacturers under laws created under the hammer of lobbyists) prevented from making good copies of copies.  Each iteration degraded until you got mostly snow.

There is a market for fiction that does not come interrupted by commercials.

People, having gotten Netflix and a taste of commercial free TV, now take it for granted.

Theaters run commercials but not DURING movies. 

As a result of commercial-avoidance and the advent of vast diversity of entertainment sources (Game Machines, DVR, DVD, Roku, Apple TV, Amazon Video, Tivo, or just hooking your laptop to your TV), and a proliferation content providers (Indie Movies, Foreign Movies and TV with sub-titles, all the networks, and now Amazon, Hulu, and Netflix Originals (and many more launching Originals) -- there is no appreciable percentage of the 330 million Americans that watch any given Show or Movie.

In 1964 there were fewer than 200 million people in the USA.  The TV show The Fugitive pulled 78 million viewers.  Typical audience size for a TV show that was wildly successful was about 60 million.  In 2010, when the population had increased 30% or so, it was 42 million.

The Presidential Debates of 2016 pulled around 84 million, considered record viewership, but percentage wise of total US, not so impressive.

126 million, maybe a bit more, voted. 

https://en.wikipedia.org/wiki/List_of_most_watched_television_broadcasts#Most_watched_series_episode_of_the_decade

http://www.cnn.com/2016/11/11/politics/popular-vote-turnout-2016/

So while our total population has been growing, viewership of any particular item has been shrinking percentage wise. 

Audiences have been fragmenting, and skipping or avoiding commercials.

The Democratic Party did not take that into account in 2016.  They did better at it in 2008 when they exploited online advertising -- but Trump used very little online advertising (if you don't count Twitter).  He posted YouTube videos on his campaign website, and some went viral.  Mostly his Tweets made TV News.

And there's the crux of the difference.  Commentators have repeatedly analyzed Trump's style as "dominating the news cycle" -- dominating being the operative word.

Remember I said above that he was in an astrological transit situation of massive POWER and unexpected growth.  He won by DOMINATING -- and what he dominated was the part of the world he understands best - the media, and branding.

Branding is a sub-set of advertising.  Trump branded each of his opponents in turn with a sobriquet -- and because the one or two word label accurately described the person, his sobriquet stuck. 

With ever more outrageous and unpredictable Twitter-storms and offhand remarks at rallies, Trump had the media focused on his every minute because (in competition with the other outlets) they had to have a camera trained on him every second in case he "said something." 

Unpredictable and Dominant -- all in the Natal Chart and Transits in effect during this time.  His disastrous mistakes were also highlighted in the astrology. 

Hillary Clinton could not match him for outrageous -- even her biggest controversies did not dominate the news cycle as much as Trump's commentary on her controversies did.

Why did Trump do that?  Because he saw his audience, and showed that audience a potential future (just as any Romance writer shows readers the potential Happily Ever After, leaving out the sleepless nights and smelly diaper changes.)

The 2016 Election has become notorious for being a low-turnout election, just over 50% of the voting age population voted, and made the decision for all the rest.

Again, though there are a third more people than in the 1960's in the USA, the number of people who know any one, given, thing about current events is smaller.

We are a fragmented society. 

Hillary Clinton tried to Unite this society using expensive mass marketing techniques  -- Donald Trump assessed the fragmentation and used it to his advantage using targeted marketing techniques (techniques that are still being invented and perfected.)

In other words, Trump played to his future audience as well as the present one.  He created a "classic" with his Election Campaign, a unique work of art that probably will never be copied.

So, what you as a fiction writer can learn from studying Donald Trump, is pragmatic marketing.

It wasn't Hillary Clinton's messaging that failed, but her assumption about the uniformity of America.  Trump and Clinton are of the same generation - he saw the change, she didn't.  We are a fragmented culture and each fragment has its unique taste.  No single medium reaches all the fragments.  As we have splintered over a century of technological change, so also will we unite over the next century.  Write for the audience of 2100, a united audience, but take into account that your current audience is an isolated fragment. 

Will one of the current fragments obliterate all the others, leaving only one fragment to dominate?  Or will all the fragments drop their unique signature brands, and unite via what they all have in common? 

Study how the 1800's and the Dime Novel turned into the 1900's and 300 Cable Channels, all with 24 hour programming.  Reverse that trend using the futurology we've been studying.


Take an Ideal Future -- such as Happily Ever After or Love Conquers All, the core themes of Romance Genre -- and sell it to the fragment of the current market that is hungry for it.

 So Kraith was written in a time when the TV audience was more unified, and still hits today's audience that is almost as fragmented as the world was before the Printing Press -- only today we have instant world wide communications (with Google Translate and subtitles!).  Nobody was predicting this social shift.  Will you predict the next swing of the pendulum?

If you guess correctly, work with a specific fragment of your audience, and that specific fragment's Brand becomes the Uniting Element among all our fragments -- then your fiction will be read a hundred years from now, and people will wonder how come it wasn't more popular back when.

Jacqueline Lichtenberg
http://jacquelinelichtenberg.com

Marketing Fiction In A Changing World Part 5 - Ace Doubles by Jacqueline Lichtenberg

Marketing Fiction In A Changing World
Part 5
Ace Doubles
by
Jacqueline Lichtenberg

In Part 3 of this series we began looking at Making A Living as a writer.  The discussion of how to achieve that continues here in Part 5.  Part 6, next week, will bring these ideas together. 

Here are the previous parts of Marketing Fiction In A Changing World:

Part 4: Understanding The Headlines You Use For Springboards:
http://aliendjinnromances.blogspot.com/2014/02/marketing-fiction-in-changing-world_18.html

http://aliendjinnromances.blogspot.com/2014/02/marketing-fiction-in-changing-world.html

http://aliendjinnromances.blogspot.com/2012/03/marketing-fiction-in-changing-world.html

http://aliendjinnromances.blogspot.com/2009/05/marketing-fiction-in-changing-world.html

Long ago, in the mid-20th Century, Science Fiction was just getting a start.

A lot of publishing projects, writing projects, etc. were all put on hold for World War II.

That interval concluded around 1947 - a couple of years after the official end, troops had mustered out, reclaimed or acquired spouses, found jobs, started families, -- and in England, were still in the process of rebuilding buildings.

By the mid-1950's the rebuild had primed the pump of world economies and we were roaring along in publishing.

During that era, many science fiction magazines thrived, and niche imprints were created for books. 

ACE books, which still publishes some of the best stuff, especially in kick-ass heroine fantasy, launched a unique, exploratory publishing program called Ace Doubles. 

It was the biggest publishing genre innovation since maybe The Dime Novel which brought the Western genre to the densely populated East Coast -- ignited dreams and send droves of people to colonize the USA mid-West. 

The Ace Doubles ignited a furor of book-buying of science fiction.

Now these "books" were really composed of 2 novella length works -- longer than magazine stories, but shorter than Novels. 

Ace put 2 of these long-stories back to back, but upside down with respect to each other.  Each side of the volume was a "front cover" with illustration.

They packaged a well known writer on one side, and a beginner or unknown on the flip side.

Many great writers got their start this way. 

But at the same time, by using this format, ACE was able to import works from England, introducing popular English Science Fiction to the US audience. 

Marion Zimmer Bradley's SWORD OF ALDONES (her first novel; she had sold short work to a magazine prior to that) was an ACE Double.

It was a marketing ploy, and it worked fabulously well by making longer works cheap and accessible, and exploration of new authors painless.

E. C. Tubb was one of the British imports. 

I've recently picked up the audible.com version of the first three novels in Tubb's DUMAREST OF TERRA series, remembering it and finding it still stands up.

Here is a glimpse of the ACE marketing and decades later, the audible.com marketing via Wildside Press.  Study this.
              
If you're just starting out as a writer, this is what you aim to accomplish -- longevity.  Tubb's heirs are benefiting from this series which ran over 20 books.

Now, I have to tell you about DERAI, the second in the Dumarest saga.



Dumarest is a man from Earth, traveling the galaxy (much populated by various human cultures).  He has gotten so far from Earth that nobody's ever heard of it except as the legendary (how ridiculous!) birthplace of humankind.

 Now look at this non-fiction book from Wildside Press (available for reading on google) is an excellent history of science fiction, and the influential writers of so long ago.






Google this:
E. C. Tubb Serialization 

You should find this book at the top of the list and it will display a comment on Tubb's work in the mid-1950's.

I have this vague memory of my first encounter with Dumarest.  I used to haunt the used book stores and buy British magazines (tattered and yellowed with age) and other very hard-used paperbacks, reading Science Fiction from the 1930's and 1940's while waiting for the next new book.

Today, there's no way any one person can read everything the big publishers are churning out in Science Fiction Romance, Fantasy and PNR.  That has not always been the case!

So in my mind, E. C. Tubb and Dumarest and this style of storytelling he uses seems to me to have been one of those used magazines from the 1950's -- it was old when I got it, and is long since gone.  So I can't check this.

Everything online, and the serious scholars who have searched hard, are saying the Dumarest material dates from the mid-1970's Ace Doubles -- see the covers above. 

I could be confusing two different Tubb works. 

According to this book:
http://books.google.com/books?id=9j70AAAAQBAJ&lpg=PA138&dq=E.%20C.%20Tubb%20Serialization&pg=PA138#v=onepage&q=E.%20C.%20Tubb%20Serialization&f=false

Tubb dominated the British SF magazines in the mid-1950's and it could be some of that material that grabbed me.

Later, ACE did Tubb works in Ace Doubles. 

In the mid-1970's, the copyright laws were changed, so many earlier works were re-copyrighted so heirs could benefit from re-sale.  Nobody knew then what e-books would do to the reprint market -- or what the advent of Science Fiction Romance would do.  But right now, those older works are re-appearing, and they reveal the origins of SFR, PNR, etc.

Read page 138 of the book on Google.  Part 4: REBIRTH AND BUSINESS PLAN (1954-55).

It claims that Tubb wrote in a melodramatic vein.

That word, used in reference to science fiction, is a perjorative. 

It was used to disparage some of my favorite works -- the Lensman Series by E. E. Smith, Ph.D. -- along with the term "Space Opera."

These are terms which simply scorn anyone who respects these works.

But the fact is these works were and still are, deep, far-ranging philosophically challenging explorations.  They could even be seen as "subversive" -- even today! 

The second Dumarest novel, DERAI, is a Romance.

It is a standard modern-day ROMANCE!  (except for the ending, plus the idea that the man who marries the heiress gets control of her fortune).  It even has a Heroic-Heroine Telepath who falls in love with the Hunk Hero non-telepath assigned as her bodyguard. 

The ending, by requisite marketing formula, requires the heroine to die, leaving Dumarest single, free, available, and able and willing to travel to the next planet in search of Earth. 

That's what the series is about - Dumarest's quests to find his way back to Earth, and all the adventures he has getting there.

But using a science fiction twist, Tubb leaves her alive and even happy! 

Meanwhile, she has informed Dumarest of who knows where Earth is.  And he is now in hot pursuit of that information, knowing the galaxy-spanning organization is his mortal enemy.

So the Dumarest saga is about how one man confronts seemingly overwhelming odds to go home to Earth.

The other thing I noted about E. C. Tubb's writing which didn't distinguish the work against the background of contemporary works, but causes it to stand out against today's novels -- vocabulary.  The choice of word is excellent, precise, jewel-like (very much as you find in Chelsea Quinn Yarbro's St. Germain Vampire novels).

Tubb doesn't reach for those OED gems, though -- he uses normal, everyday vocabulary, but uses it well.

So I recommend the Dumarest saga as a way to study how to achieve inconspicuous but elloquent precision in vocabulary usage.

Just like a TV Series Hero, Dumarest has to stay footloose.  But his character is such that he does form relationships, and his personal integrity requires him to risk even his life for the sake of those relationships. 

He demonstrates Self Respect -- something you don't find a lot of on TV Series these days.  When you do find it on TV, it's watered down compared to this.

Which brings me to an article published last year, the 13 attributes of successful people.

If you are building a character to be the center-pole of a long series, a quintessential Hero, use this list and test every line of dialogue and every decision that character makes against this list.

http://www.forbes.com/sites/cherylsnappconner/2013/11/18/mentally-strong-people-the-13-things-they-avoid/

Check Dumarest against that list.  See what markets on both sides of the Atlantic.

Now, why would a modern Romance writer want to study dusty old adventure-action novels written for boys?

It's not the "dusty" or "old" part that you need to study -- or emulate.  (Please, no emulation of the dusty or old parts!).

To figure out what to do TODAY that will last and last and come back into print to put your grandchildren through college -- study the parts of these novels, the ingredients, that have lasted.

The parts that still work will very likely still work 50 years from now. 

To figure out how to use that information to create a galaxy you can tell a long-romance-saga against, you do need to know something about what else was going on during the early 20th century. 

What did life feel like?  Well, Hollywood isn't a reliable source of historical information, but it does show the Fantasies and Aspirations -- the wishes, dreams, spirit -- of that time.

Combine watching some really old films on Netflix with some non-fiction written at that time (not in modern times) about the world-forces shaping people's lives.  "Life" is mostly about wedging yourself a place between sweeping, storming forces.  We all try to find our place, our "Home" as Dumarest does, and make a safe place to raise children.

I should also note that board gamers look at the Dumarest of Terra Series as the origin of the extremely popular (Dungeons & Dragons level popular) TRAVELER game. 

Study the Dumarest phenomenon (how popular it was -- it is in the same category as the Sten Series, also from Wildside) against those two dimensions, Hollywood dreams and cold-hard-facts of history, and you will understand what Ace Doubles were and what they did for science fiction.

That is what has to be done for the HEA plausibility in the Romance genre.  We have the leverage now.  We have but to use it.

Here is the first of the Sten novels:
http://www.amazon.com/Sten-The-Series-Vol/dp/1434430979/

There are 8 main novels and several additional newer volumes.  They are in paper, e-book, and audiobook. 

Sten dates from the 1980's or so, and the series was written concurrently with a large number of screenplays (mostly TV) by Cole and Bunch. 

Stack up STEN next to DUMAREST, and contrast-compare what innovation they brought to their decade's audience. 

While you're at it, you might want to make a third column for the 8 original Sime~Gen volumes (there are now 12 volumes). 

Look at the strong influences and criss-crossing thematic lines.  Look at the character-formulae relative to that list of 13 things successful people avoid. 

Now look around at the current headlines.  Evaluate the current culture surrounding your target audience.  Check your Market. 

Wildside Press is today reviving the Ace Double format.  Two of the new, first publication Sime~Gen novels are part of that program. 



These two new novels are available in this paper Doubles format, and individually as e-book and audible.com editions.

Study these achievements that test out over time, adapt the principles behind these achievements to your purposes, and launch a byline that you will live with for the rest of your life.

Up until recently, Romance Genre was never considered "reprintable" -- today, Bestselling Romance writers are bringing their own backlist books out as e-books (yeah, Bestselling writers are self-publishing).  And these golden oldies are selling very well!

Yes, pre-cell-phone plots seem awkward.

Yes, women who lack adherence to those 13 principles of successful people in that article seem implausible. 

But yes, that's how life was -- and still is for a lot of women world-wide.

Consider that when you're rummaging around in your mind for a story that's marketable today and for the next 50 years.

Then ponder this article, and why it is that self-published writers don't make much money.

http://www.forbes.com/sites/jeremygreenfield/2013/12/09/how-much-money-do-self-published-authors-make/

And in that article is this link:
http://www.digitalbookworld.com/2013/self-publishing-debate-part3/

Jacqueline Lichtenberg
http://jacquelinelichtenberg.com

Marketing Fiction In A Changing World Part 4: Understanding The Headlines You Use For Springboards by Jacqueline Lichtenberg

Marketing Fiction In A Changing World
Part 4
Understanding The Headlines You Use For Springboards
by
Jacqueline Lichtenberg

Previous parts of this series:
Last week:
http://aliendjinnromances.blogspot.com/2014/02/marketing-fiction-in-changing-world.html

And long ago:
http://aliendjinnromances.blogspot.com/2012/03/marketing-fiction-in-changing-world.html

http://aliendjinnromances.blogspot.com/2009/05/marketing-fiction-in-changing-world.html

The Story Springboards series:

 http://aliendjinnromances.blogspot.com/2014/01/index-to-story-springboards-series-by.html

I've been illustrating how to use a Headline as one ingredient in your Springboard via my posts on Google+ and Facebook. 

You've heard the phrase, "Ripped From The Headlines" as part of the hype for a film or TV Miniseries.  It tries to sell you on the idea that you must see this film (or read this book) because it is relevant to the world as you already know it.

Last week we examined the role of PR (Public Relations the mathematical discipline underlying advertising) in self-publishing.

If you license your novel to a big publisher, you don't have to know anything about PR beyond filling out the questionnaire the publicity department sends you, and doing any radio or TV interviews that come your way. 

If you self-publish, you need to know much more. 

It's all about the business model of the Entertainment Industry.

In this blog, I've talked about the impact of new technology on the writer's business model as the e-book has emerged since 2007.  Yes, I've been posting on this blog since March 2007 - almost 7 years now.

In 2007, few were aware of the potential in the e-book market - and self-publishing was an idiotic idea.

Today, the big publishers are aware, and perhaps alarmed, at the emergence of the Indie writer and a plethora of Indie publishers.

The same is happening in Music and Film - YouTube is a game changer. 

The underlying concept of "Business Model" is morphing fast enough to frighten those who have spent a lifetime building a big business.

So today we'll look at the business of Journalism.

Last week, I mentioned in passing how publishing in the early 20th Century was a business run for the purpose of losing money.\

Publishing companies were owned by large, profitable corporations as a tax write-off, and therefore could spend a lot of money publishing and promoting "Important" books filled with ideas too abstract, or too difficult, for a person of average education to grasp.

In fact, the average person just wouldn't be interested in such ideas. 

Remember, Silent Films and the Talkies burst into the fiction scene during that publishing era.

Movie moguls made "stars" of comely actors -- or even those would couldn't act. 

During those decades, newspapers, weekly and monthly magazines, radio news and the News Reel (a short headlines with snatches of film shown between features at a movie theater) were the sources of information people used.

Then came TV News, a daily newsreel that quickly replaced radio news.  Radio news is back now, but call-in, talk show, and commentary dominate.  Radio is mostly web-radio.  "Spectrum" is expensive, sold at government auction.  A lot of it is going to smartphone service.  Satellite radio is struggling financially.

So, against that historical background, let's look at how Journalism has morphed in response to advancing technology.

Last week we established why fiction writers need to understand Journalism as a business. 

I've pointed out many times the Journalism background of many famous writers.

Most particularly, you should note the autobiographical works of the screenwriter (whose writing you know very well, even if you've never noticed his name) Allan Cole.



and later, Allan Cole's screenwriting career launch, and how having been a professional journalist helped:



And here's a newly available copy of Allan Cole's first written screenplay -- that got optioned many times, but never made.  It's mentioned in Hollywood Misadventures and now you can read it:




This non-fiction writing for profit first business model doesn't just apply to screenwriting. 

Journalism, and/or general non-fiction writing gives a huge boost to Mystery or Romance writers.

Here's one I found offering a freebie copy via BookBub.com
Susanne O'Leary -- non-fic turned fic writer shows another path:



-----------------
About O'Leary -- from Amazon:

I was born in Sweden and live in Ireland (married to an Irishman). I started my writing career by writing non-fiction and wrote two books about health and fitness (I am a trained fitness teacher). While writing these books, I discovered how much I loved the actual writing process. My then editor gave me the idea to write a fun novel based on my experiences as a diplomat’s wife. This became my debut novel, ‘Diplomatic Incidents’ (the e-book version is called ‘Duty Free’), published in 2001. I wrote three further novels, ‘European Affairs’ (now as an e-book with the title ‘Villa Caramel’), ‘Fresh Powder’ (2006) and ‘Finding Margo’(2007). The latter two were published by New Island Books in Dublin. In 2010, when the publishing industry started to decline, I broke away from both publisher and agent and e-published my backlist, along with two novels that were with my agent for submission. Since then I have written and e-published four further novels and, as a result, now have ten books out there in the e-book market worldwide. I write mainly in the women’s fiction genre, some chick-lit, some contemporary romance, with two historical novels and two detective stories thrown into the mix. I enjoyed writing those but my first love is romantic fiction with a lot of humour and heart. My bestselling romantic comedy, Fresh Powder was translated to German last year and, with the title ‘Frischer Schnee’, is selling well on Amazon.de. My website: http://www.susanne-oleary.com Blog: http://susannefromsweden.wordpress.com/ Amazon author page: http://www.amazon.com/Susanne-OLeary/e/B001JOXAJO
-------------

So, as far as staying marketable in a world where the very business model is morphing under your feet, never mind the background drumbeat of shifting audience taste, the beginning writer should not skip the non-fiction-career-step.

If you think you should skip that step, read more biographies of writers like the type of writer you want to be.  It's possible you are one of the few who should skip the non-fiction step.

It's true, I didn't work in journalism before selling fiction.  However, the connection to that discipline is deep within me.  I was raised by a mother and father who both worked in journalism.  I lived and breathed those disciplines from before I knew how to say a complete sentence.  So don't use me as an example of skipping that step.

So, we've talked about how fiction publishing in the early 20th century was a "for-loss" business, not a "for-profit" business. 

Since loss was not only allowed, but encouraged, especially in high-tax years, "Important" books had a chance to get well published. 

But what about Journalism?

Today, headlines are full of lay-off notices at big Newspapers, of bankruptcy filings of all kinds of print-media outlets, the sale of famous print-magazines to other publishing groups (that would change the editorial slant).

Simultaneously, professional journalism is finally moving online.

As with the advent of e-books which was ignored as a trivial market-share by Big Publishers, so print news outlets ignored the blogosphere until things like The Huffington Post changed the landscape.

Twitter is regarded by TV News and Finance as way over-priced at $50/share, but at the same time is seen as THE one and only place to 'be' with a breaking story.  All the big news media put headlines there. 

How did the journalism business model get to a twitter-driven base? 

Well, the path is parallel to that of fiction publishing.

This is the little-known fact dredged from history that you should take away from this blog.

In the mid-20th century, News was not a for-profit game. 

Prior to Radio and TV News, there was print-media news.  And that ran at a slim, but real profit margin.

Newspapers didn't make a profit from NEWS.  They made their PROFIT from advertisements, especially "The Classified" (think Monster.com ) And grocery coupon advertising. 

Before Radio and TV, News stories were printed as the bait to collect eyeballs to deliver to the advertisers.

That business model element was adapted to Radio News which was also advertising driven.

When Radio was replaced (mostly) by TV News, again it was advertising driven.

News Reels in theaters were sandwiched between feature films, cartoons, and serials, but customers paid for access to that bundle.  Even in the mid-20th century, box-office did not support the expense of renting the viewing bundle -- concessions did, and still do, represent a theater's profit margin.

Today, theaters have reduced access to 1 feature film plus a whole lot of advertising reels (except of course the material is digital, not on reels of film).

Around 1985, when the Internet was beginning to connect individual households to the outside world (Prodigy, AOL, local ISPs), you begin to see an inflection point where this old, stable business model suddenly would morph into what we're seeing today.

What we're seeing today is essentially chaos.  That always happens at major transformations -- for better or for worse, transformation has a chaos phase.  We're in it.

The point to remember is that NEWS -- the pithy reporting of facts -- has only ever existed to attract and hold eyeballs to advertising. 

Advertising has gone from random, artistic expression to mathematically based PR. 

It's germane to your business model as a writer. 

Once you get your mind around the longer, historical perspective of the "changing world" of the fiction-delivery-system I keep talking about on this blog, you will be able to chart your path, as a writer, into the rapidly morphing future.

It has often been said that the internet (and e-book creation/distribution) is an Event in History as significant to society as the advent of the movable type printing press.

The printing press was the high-tech innovation that heralded the overthrow of Aristocracy as the main means of government.

OK, we have a new type of "aristocrat" today -- but really, it's not the same.

We are at an inflection point which, after all the turbulence is over, will be regarded as heralding another new era of society.

There are those who are pushing (hard) to eliminate the entire philosophical concept of "copyright" -- of Intellectual Property.  If you think something, it must be because others influenced you, so what you think belongs to everyone.

It's an interesting argument (worthy of many novels with all kinds of themes!).

The Internet and self-publishing e-books (and POD) are going to change things you wouldn't expect fiction to touch, never mind change.

To figure out where you, personally, fit into the new pattern (that hasn't emerged yet), study the business model with a long view.

Get used to thinking of fiction and non-fiction (and docudrama or News Analysis or Opinion Op-Ed) as simply the bait for eyeballs.

The business-model is really just about gluing eyes to screens long enough to flash an advertisement crafted of PR-informed-techniques, to arouse EMOTION to the point where people form herds and stampede toward the advertiser's goal.

Learn to see the TV News that way.

Learn to figure out why they do segments on this or that topic, and why they say one thing but avoid another -- why the choose the language they do. 

You will see how the emotion aroused during a segment is used by the advertising between segments.

It's easiest to see on "News" -- but now watch some fiction shows.

Now analyze the advertisements to discover what audience those TV shows are aimed at. 

You have to reverse-engineer the composition you are watching on TV.

Note that BOOKS don't usually (yet) carry advertising except the publisher's list of other books at the back.

It's coming.  Watch for it.  Embedding video ads in e-books is only a step away.

Here is an item on how much self-publishing writers make from writing:

http://www.forbes.com/sites/jeremygreenfield/2013/12/09/how-much-money-do-self-published-authors-make/

If those writers could make up the difference by embedding ads, would they?

How would that change what they put in their writing? 

Nobody is going to TELL a writer exactly how PR works, you know.  It is a secret -- well hidden in plain sight.

Stuffy, obtuse college textbooks teach you about it, but who reads those without being forced to take the course?

Advertising is all about emotion.

I saw an article in December explaining that all advertising now relies entirely on rousing emotional pitch, and never on actual information.  I've re-surveyed some ads, and yes, that seems to be true.

So maybe it's a trend.

Parallel to that shift in advertising, we have the dilution of News content, and the invasion of "slant" into "hard news." 

As I pointed out previously, I was raised in a journalism family. 

The cardinal rule of journalistic writing (e.g. news stories for news papers) other than write with an 8 year old's vocabulary and syntax, is to choose language that is absolutely devoid of any hint of your own personal opinion.

In Part 5 I referred you to a non-fiction book about the history of science fiction in which a certain work is called "melodramatic."  "Calling" is revealing your own personal opinion.  An adjective like "melodramatic" refers to a quality which is only present subjectively.

The usage has changed the meaning over time. 

In the mid-20th Century, the Merriam-Webster definition -- ( emotional in a way that is very extreme or exaggerated : extremely dramatic or emotional ) held true.

The word was used to refer to an "extreme" or "exaggerated" situation - a caricature of reality.

The more modern Urban Dictionary says:
The state of being overly emotional - therefore often in a situation that does not warrant such a strong reaction.

Can you see the subjective judgement components?

What is "extreme" -- well, that's your opinion, and might not be mine.

What is "exaggerated"  to you may seem in correct proportion to me, or even understated.

What is "overly" emotional?  What exact degree of emotion does in fact warrant 100% response?  What is "over" what?  Where that borderline is depends on who you are and what else you've experienced.

So a JOURNALIST can't use the word Melodramatic -- not ever, except when quoting someone, and then only to illustrate how judgmental that person seems.

The word itself is commentary -- and Hard News is factual and only factual.

So there are a hundred little tricks of the trade journalists used to use (assiduously) to keep all hint of opinion out of News.

Another characteristic of Old Fashioned Hard News was that, while every outlet had an editorial slant (clearly delineated in editorials and never hinted at in News items), and each outlet selected things to report on according to their slant, they did not CRAFT A NARRATIVE.

Today, TV News (and most other media outlets) blatantly admits (via TV anchors) that they omit any item that "does not fit the narrative" being crafted to justify their editorial slant -- no matter how much hypocrasy oozes through the cracks.

 Very few people channel-surf News programs and do relentless contrast/compare studies to sift out the few real Hard News Facts buried amidst the torrent of opinion.

That group of channel surfers is so small that most people have no idea there is a Narrative being "sold" (via precise mathematical PR techniques).  And in fact, if you told them, they'd consider you a bit daft, or maybe a flat-out liar.

To understand what's happened to the world of fiction publishing (and how to leverage that to the advantage of the Romance Genre HEA credibility), we'll look at the world of TV News.  The changes have happened in lockstep in both fields, and the reasons for those changes in both are the same.

The reason is PR.

Behind that, the reason is quite simply profit. 

It's a business-model shift that caused a shift in content. 

The shift in content is easiest to see in News -- but is also visible in fiction.

Next week, in Part 5, we'll look at some fiction -- and in Part 6 the following week, we'll examine the News Game. 

Put the two perspectives together and you will see what you can do to gain credibility for the HEA and Romance in all its crossed-genres.

Jacqueline Lichtenberg
http://jacquelinelichtenberg.com

Marketing Fiction In A Changing World Part 3: Making A Living At Writing by Jacqueline Lichtenberg

Marketing Fiction In A Changing World
Part 3
Making A Living At Writing
by
Jacqueline Lichtenberg

Previous Parts in this series:
http://aliendjinnromances.blogspot.com/2009/05/marketing-fiction-in-changing-world.html

http://aliendjinnromances.blogspot.com/2012/03/marketing-fiction-in-changing-world.html

So here we are in 2014 and the world of marketing fiction is morphing even faster than ever.  In fact, "marketing" in general is under a high-impact game-changer of an ad-campaign.  The targets of this campaign mostly have no idea they've been targeted -- which is the way Public Relations is supposed to work, sneaking through your critical thinking filters. 

The groundbreaking ad campaign was launched for the film Anchorman 2.  Ron Burgundy suddenly appeared all over the place, coming at you from every medium.

http://www.hypable.com/2013/12/04/ron-burgundy-quotes-anchorman-promotional-appearances/ 

I saw several items on the financial news back in December 2013 about this ad campaign for Anchorman 2, during the talk about how the only thing wrong with Obamacare is the lack of a sufficient PR thrust to cause people to sign up for Obamacare (while news items kept appearing about the lack of Security on the back end of the healthcare.gov website.)

In the Entertainment biz, (of which publishing is a part), no matter how interesting your story, if it doesn't have an appropriate ad campaign, it won't make you a profit. 

Do you know how it "happens" that something like the Burgundy promo suddenly appears on NEWS SHOWS?  And everywhere else, while ads are appearing -- most hits on the YouTube video which has been pushed viral?  That it didn't "go" viral but was pushed viral on purpose is the story.  But how did that story make it onto a news broadcast?

Publicity Release, that's how.

There are a number of online services that promise free or fee-paid distribution to news outlets for a press release you write -- and they even admit that there is a standardized technique for writing such press releases.  They show you how.  But that isn't enough.

Any reporter, editor, etc. is now bombarded with thousands of these things a day. 

It's not enough to "put out" a "press release" -- professional back-channel access to the decision makers is necessary, and before that can be effective, there has to be a "story." 

This is the NEWS GAME, behind the scenes.  It has its own language and buzz-words as well as an entire business model for attracting the attention of large numbers of people who, because of whatever they have in common, will very likely do something with the information.

The most successful novelists I know of (and sometimes know personally) have one of two starting-professions under their belts before they "make it big" in the book biz.

1) Journalism
2) Marketing

It doesn't matter what kind of Journalism and it doesn't matter marketing what.  These two professions ingrain an entire outlook on the world that trains the subconscious to think in certain ways when organizing an Idea for a Story.

So we're going to examine how the News Game has changed -- where it was decades ago, why it was that way, and what forces caused it to change.

ANCHORMAN 2 is a marvelous case in point since it is sort-of about NEWS, but is fiction, and got this groundbreaking Public Relations Campaign.

That's what's "wrong" with self-publishing -- most writers just don't understand Public Relations, or how to create an ad campaign (nor do they have a sufficient budget).  And they don't understand Journalism -- which is the interface between the writer and the audience.  If you get "reported on" you are important.  How do you get "interviewed" on a news show and have them introduce you as the author of a book which they put on screen?

How do you get a cover design on your book that an eye-blink of exposure on a TV screen would give a viewer a need to buy that book?

It's magic, right?  Sheer dumb luck?  It could happen to anyone?  All you have to do is get your book in print?

What do you need a "publisher" for? 

PR, that's what. 

PR is the most expensive part of producing a book.  Just as in film production, the writer gets the least amount of the budgeted money, the book writer gets the least amount in advance from the publishing budget, and the least of the profits. 

Self-publishers who establish a publishing budget covering all the items a big publisher puts into a budget have a very good chance of succeeding. 

One reason writers go to self-publishing is that they learn how the author's contract pays them 6% to 10% of the NET proceeds from sale of the book.  The publisher keeps the rest.

No, actually not.  The publisher SPENDS the rest on staff and tasks required to produce and market that book.  Publishing (like the News Game we're going to discuss) used to be a zero-profit business.  It used to be that big companies owned a publishing company for the prestige of it (I'm not kidding; I know first-hand), and the company policies of the publishing arm of the company were designed to lose money.

The publishing company's job was to lose money AS A TAX WRITE-OFF.

They were in the business of exciting original thought with stimulating IDEAS, of instructing, informing, investigating, and incidentally entertaining.  The business aim was to break even -- make office rent, salaries, printing fees, etc etc -- not to make a profit.  So for every big, best seller, they would deliberately publish really "important" books that just could not possibly earn what it cost to print and distribute. 

The mission statement didn't include this, but the real mission was to lose money and gain prestige for the company that owned the publishing company.

That all changed when the US tax laws that governed warehousing of product changed.

Two decades later, technology swooped in and blindsided paper publishers -- e-books are now the battleground, and self-publishing may be our Renaissance.  (we're seeing this trend in Indie film and Indie everything else.) 

Note also that most all the US operating publishers are actually owned by foreign companies.  The shift in the tax laws gutted US Publishing to the point where we had an era writers called "Pac Man Publishing" where companies ate each other (this is happening with our Airlines now, and Healthcare delivery and innovators are entering that phase.) 

Just remember this:  IT IS ALL ABOUT THE TAX LAWS. 

So let's add a third starting-profession to the list of pre-published-author professions:

1) Journalism
2) Marketing (PR is part of Marketing)
3) Business Administration

One of the items in the BA curriculum is Public Relations and the place and function of the PR Department in the corporate structure.  Accounting is supposed to cover Tax Laws, but if you self-publish, you have to learn all that, too.  Tax laws are the elephant in the room.  You stand or fall as a business on Tax Law.

A self-publisher is a corporation -- has to be!  At least an LL.C.  There's an annual fee imposed on corps by each state -- a tax.  It's all about taxes. 

If you self-publish an e-book, and get sued, they can take your house, car, any other property.  Put the book into a corporation, and all the laws are different, but they are different in each state. 

And a self-publishing writer has to be a Master of administering or managing a PR department -- even if she wears all the hats in this corp, she has to do the PR and be the PR Department manager herself.  Each of these jobs is a full time job, and each requires a 4-year University Degree or at least the knowledge acquired in that degree work, plus the real-world, hands-on, skills gained by working with people. 

So google the following query:
anchorman Burgundy promotion

Study the results from the point of view of 1) Journalism ( a news organization deciding this film's promotion is NEWS - not the film itself!), 2) Marketing (that provides the news organization with the material to make that decision a slam-dunk) and 3) The Business of monetizing an investment in a piece of fiction (watch the film).

From the outside, the results of PR look like magic.  It's not.  It's science so advanced that it looks like magic. 

So beginning writers assume they can write a great novel, self-publish it, and LUCK may strike and boost them into this pinnacle of profit that the Burgundy films enjoy simply because their writing and their story are so much better than that movie (which they probably are). 

It's true: Luck Can Do That.  And the odds tilt in your favor if you write well. 

But self-publishing for profit requires a whole lot more savvy than that. 

It requires understanding business. 

Being a successful self-publisher means understanding the business structure well enough to know exactly where "Talent" resides in the Business Model, and precisely what the value of the content produced by Talent is worth in terms of ROI. 

Remember the old Hollywood saw, "I'll make you a star."  Mostly, the producer saying that was a grifter who just wanted to "make" the girl, but sometimes they could and did "make a star."  How talented an actress was Marilyn Monroe?  How good a singer is Madonna?  Are there better actresses or singers?  Why aren't they as well known? 

Is fame proportionate to ability?

See this entry on FAME:
http://aliendjinnromances.blogspot.com/2013/12/theme-character-integration-part-5-fame.html

Making a living at writing (even if you use a publisher) also requires the writer's concept of their product's place in the business model to morph as fast as the business model itself is morphing.  (which in 2014 is fast!  Tax law changes will ensure even faster morphing, never mind Healthcare changes.)

Take the ANCHORMAN 2 promotional campaign as an example of how your PR approach must now shift.

The Business channels carried items noting how the unique aspect of this promotional campaign was because it utilized multiple media forms simultaneously - a timed barrage. 

It's on TV, Radio, YouTube, Internet ads, and I don't know about print, blogging.  The campaign itself is the news item, as much as the sequel to a popular movie.

OK, the subject of the movie has wide appeal -- but the effectiveness of the YouTube ad plus all the multi-channel hype was highlighted on the Business channel coverage when one of the anchors said his whole family wants to see that movie -- the teen from YouTube or Netflix exposure, his wife from another medium and himself from other sources. 

Each channel of communication with potential audience demographics now requires a different medium of communication of the "message."  But "messaging" is still King. 

Apparently, the producers of this film spent more on promotion than on the movie, and one of the stars is getting his cut off the back end (not up front which is usual).  In other words, he gets a percent of the box office, so he's out there beating the drum just before the film hits -- TIMING is the other biggie in advertising.  Messaging (saying it in a way that gets across) and Timing are the keystones of an ad campaign.

And it is a campaign.  It's a WAR between those who can profit from selling you the product, and your resistance to spending that money.  Also the consumer has limited time to spend on entertainment.  You are, as Heinlein said, vying for the buyer's beer money and leisure time.

There is a whole science behind getting "people" to DO SOMETHING. 

That science, PR, works well enough that the cost/benefit equation works better in favor of those who know and utilize that science.

Advertising used to be an Art.  During the 20th century, it became a science (Public Relations is now math based on statistical studies of how large populations respond to messaging).  You've seen TV news using "focus groups" to predict elections or graph public opinion of viewers watching a segment.

PR is founded on the assumption that "people" are a herd -- that people see a person (a leader or influencer -- such as Klout attempts to spot by analyzing your social media interactions) move in a direction and they just follow like a herd.  Therefore, the only way to "make a profit" is to control that herd's movements, and PR is the math behind that control.  We've discussed all that at considerable length on this blog.

Here are 3 previous items on this blog that discuss PR:

http://aliendjinnromances.blogspot.com/2012/12/theme-plot-integration-part-1-never-let.html

http://aliendjinnromances.blogspot.com/2012/12/theme-plot-integration-part-2-fallacy.html

http://aliendjinnromances.blogspot.com/2013/01/theme-plot-integration-part-4-fallacies.html

Control the Influencers - the Leaders - and you control the herd.  Any cowboy/gal can tell you how that works.

For a century, this science has been growing, becoming refined and more accurate -- so successful that the general opinion that an individual has of "people" is that they (people plural) aren't very smart. 

"Yell FIRE in a dark theater!"  It brings to mind that image of a stampede for exits.

One PR principle is to keep that herd in a panic -- or some peak emotional state, pathos, sympathy, revulsion, all do the job.  The key to controlling the herd is whipping up emotion because emotional states (fear-fight-flight) wipe out critical thinking, paralyze the ability to discern the con-game, the grifter's skills at work.

We discussed the TV Show Leverage here:
http://aliendjinnromances.blogspot.com/2013/01/business-model-of-writers-in-changing.html

If you missed prior discussions involving PR, review them here:

http://aliendjinnromances.blogspot.com/2012/04/story-springboards-part-2-tv-shows.html

http://aliendjinnromances.blogspot.com/2011/10/believing-in-happily-ever-after-part-4.html

http://aliendjinnromances.blogspot.com/2011/10/believing-in-happily-ever-after-part-3.html

http://aliendjinnromances.blogspot.com/2011/10/believing-in-happily-ever-after-part-2.html

If you've studied Leverage, (and the many other TV Shows that focus on con-men tricking "marks" into self-destruction) you are equipped to make yourself PR proof. 

Once you see the strings of greed and fear con-men pull to make their "marks" dance, you will never be a "mark" again.  If you can achieve that mindset, you have a serious chance of being successful at self-publishing. 

Seeing is believing. 

Until you see what PR at publishing houses does, and how they do it, and how you have been a victim of it, you have no chance at success in self-publishing. 

You don't need a college degree to do this, but you do need to know what is in those textbooks.  You don't need a teacher.  Teach yourself.  Go to the library or buy some used textbooks (much cheaper now in e-book format!) and just learn it. 

So returning to the grifter's secondary tool of "fear."  That's "Yelling Fire In A Crowded Theater."  Just get the herd moving, and human stupidity will do the rest for you.  Remember, the principle behind PR is that Aroused Emotion obliterates critical thinking.  Once you've short-circuited human critical thinking, you own that herd.

As long as you, the writer with aspirations of self-publishing, are a member of the herd that Publisher's PR Departments own, you will not succeed at self-publishing.  Your indignation and defiance are emotions aroused by the "stupidity" of publishers who refuse to publish the "better" kind of book you write, and thus your critical thinking is shunted offline, and they own you.

As long as you are in rebellion against traditional publishing, you will fail because they own you.

You will not fail because your book is not marketable (though that does cause failure).  You will fail because of your emotional state.

You can master your emotional state easily by coming to understand how the Confidence Operator is jerking you around.  Find where your handles are sticking out, and don't let them get hold of you by your handle.

For writers, that handle is generally, "I write better than that."  And very often, that's true.  What the writer must learn to go professional, especially as a self-publisher, is that there is a low, but clearly defined threshold that a story must meet, and any quality above that just doesn't matter in marketing.

How well you write just doesn't matter.  How important your story is used to matter -- in today's publishing world that publishes FOR PROFIT ONLY -- "importance" of what you have to say doesn't matter.

Once you get that fixed in your mind, you can research why lesser works than your own sell so much better.

But you won't understand the data you're gathering until you understand PR.

Many times great disasters with horrendous death tolls have occurred in public places (such as bars or theaters) with insufficient exits.

"Messaging" is the science of figuring out what to yell in that darkened theater to raise the emotional state to the point where critical thinking evaporates and the mindless herd is created (in politics, it's call a Bandwagon).

"Timing" is the science of picking when to Yell.

Targeting a Market is the science of "getting all those people packed into that theater" -- "finding your audience."

"What Is The Lowest Common Denominator that all those people share?"

That's what "audience" means to PR folks -- not the definition of the word audience, which is about "those who hear" but how to gather those people all together to yell your emotion-raising message causing the herd to lunge all together in one direction.

If you think about what that means, you may see why Science Fiction is not so popular.

Science Fiction has been defined as "The Literature of Ideas."  That is, it is about THINKING.

Only in ROMANCE is it possible to have truly peak emotional experiences while at the same time still thinking critically.  (I said Romance, not sex.) 

Science Fiction is always about the story (fiction) of some revelation about the structure of the universe (science) that organizes (science) the knowledge gained into a pattern than can be used to invent new things.

In the typical, old fashioned, science fiction a young boy (always a boy) who has a brilliant mind discovers some new fact that his elders could never have found.  Using this new fact, the boy invents, fixes, adds-on, or otherwise morphs what tools his elders were using and thus solves a problem older people could not.

The driving force in old style Science Fiction is the boy's emotional need to "prove himself" -- or one of the other emotional issues of teen boys, but never the sexuality inherent in the teen years.  SF was usually set in the time of life of the Rite of Passage into adulthood, and thus defined what it means to be an adult, as opposed to being a child.

That type of Science Fiction has almost disappeared from the shelves (or Amazon). 

Stories about the process of becoming The Adult In The Room via the application of critical thinking and bold exploration of new ideas have not been given the PR push (that Anchorman 2 has gotten) for at least 10 years.

It is as if those selecting books to put PR muscle behind do not want young people to admire and emulate those whose behavior is controlled more by critical thinking than by emotional-herd-behavior. 

People who default to critical thinking when someone yells FIRE, are generally the sort who simply will not respond to advertising for shaving cream, perfume, tooth paste, or a muscle car.  They simply can not be fooled by advertisements, not even for political candidates. 

People who default to critical thinking are immune to advertising, and every other grifter's trick. 

Science Fiction, from the publishers whose mission-statement included losing money, or break-even at best, taught readers not only to admire critical thinking, but also how to do it when the whole mob around you is screaming, "FIRE!"  The science fiction fan was always the one who grabbed the fire extinguisher before the blaze got out of hand -- or set himself to become that person as an adult.

The measure of adulthood was the ability to default to critical thinking, no matter what others were doing.

That's not the same as being "emotionless" (as Spock was portrayed).  It's not lack of emotion.  It's that one trains one's emotions to be subordinate to critical thinking in the decision-making process.  Once that training is complete, one is an adult. 

From another view, Science Fiction is the fiction about people who defy the rules (because that's how science advances -- by people finding the mistakes in previously accepted Laws of Science). 

These individuals have the characteristic that Klout.com is looking for -- the clearly delineated difference from everyone else.

The lowest common denominator of the Science Fiction reader is high intelligence and unique critical thinking in the midst of peak emotion.

That's what makes the Science Fiction hero/heroine a prime candidate for Romance Genre.

For the astrology buffs reading this -- Romance is usually signaled by a Neptune transit.  Critical thinking is generally associated with an easy Mercury/Saturn connection, and/or Saturn transit to the 3rd/9th axis.  When the two are combined, you get prophetic brilliance, or Love At First Sight.  The true Happily Ever After generally results from that combination, whereas the hard Neptune transit "Romance" generally results in a really rough "The Honeymoon Is Over," moment. 

So now I'll give you a week to review Marketing, PR, the history of publishing, and other points I've skimmed through here.

Next week we'll discuss more about why it is that Journalism is a great way to start a fiction writing career aimed at making a living from writing.

Jacqueline Lichtenberg
http://jacquelinelichtenberg.com