On a cool weekday night, I rushed home from my job in San Francisco to my Oakland bungalow to quickly arrange chairs and put out cookies and wine before the guests arrived. They weren’t coming to see me, but rather were going to be there for a reading by an author/actor they had heard me rave about. I copyedited John Mercer’s 2013 collection of memoir pieces, Swearing in English: Tall Tales from Shotgun (a reference to Shotgun Players, the Berkeley theater company he belonged to for 10 years), and his second, The Long Arm of Lunacy: More Swearing in English, which came out in November, both published by 125 Records.
By the time his latest book came back from the printer, it was too late to secure nights at most bookstores in the busy fall season. So Mercer came up with the idea of a Home Story Delivery Service. He asked various friends to organize a crowd in their homes and he’d come deliver a reading—and bring a box of books to sell and sign. He ended up moving more books at my house than he had two weeks before at a retail gig.
Taking art directly to the people is a trend that’s growing among writers, musicians, and even fashion industry folks, who stage trunk shows in people’s homes. Without the support of deep-pocket publishers, authors these days have to do what they can to get their books in the hands of readers.
“Unless you’re in the 1 percent [of sales] at the publishing house,” says P.R. and lifestyle guru Susan MacTavish Best, “little marketing goes to your book, so authors need to be way more creative than before.” Best has been hosting writers and musicians in her homes in San Francisco and New York for years. “Fortunately,” she adds, “with social media and whatnot, they can be.”