Recently here, I’ve bemoaned the perils of having three books published almost simultaneously by three different publishers. Some of you might be thinking, “Oh boo hoo hoo – poor him, having all that success.”

That’s an understandable reaction. But this imperfect storm really does present me with a shaky future (as if my impending 72nd birthday didn’t make my future shaky enough). The threat is that one, or even all three, may under-perform.

Aside from this, I have noted some troubling things going on in the publishing of fiction (non-fiction, too, but my emphasis is chiefly fiction of course) that have already had a negative impact on many writers. Till now, I’ve been lucky. For a non-household name in the pop fiction field, I have had a long run. Many writers, touted as the next big thing, have fallen by the wayside while I traversed the road to Perdition with Quarry, Nate Heller, Ms. Tree, the Borne girls, and a good number of others.

Barb and I have always done a certain amount of promo ourselves. Most publishers have traditionally had a PR staff (or at least a staffer) who we could call upon for support. We assembled a list of reviewers over the years (a once proud thirty or so, now dwindled to a dozen, with the passing of so many print venues) that could be shared with PR reps, who would see that copies of the latest novel were sent out. Meanwhile, these promo folks took care of getting advance copies or finished books to the trades and often many newspapers and other publications around the country known to do reviews of mysteries.

Of my current publishers – no names will be mentioned – two still have a PR person assigned to me, and the help is much as before, and much appreciated. In the case of something special – like the 100th birthday of Mickey Spillane – that help gets ramped up. In the case of several other publishers, no PR person is available to me at all.

I have been told the approach to marketing, on one of my new books, will be “holistic.” This reminds me of George Carlin when he said, “Real chocolatey goodness! Know what that means? No fucking chocolate!” An editor at that same publisher told me flat-out that – beyond sending copies of the trade publications (Publisher’s Weekly, Booklist, Kirkus, Library Journal), publicity was my responsibility, a “D.I.Y.” effort.

Much of this comes down to utilizing social media. Now, while I do this weekly update/blog here, and also post it on my two Facebook pages, I have chosen (thus far) not to use Twitter or Instagram or whatever other platform has come along since I began writing this piece. I am, after all, a man in his early seventies who has a land line. I use my cell phone to keep track of my e-mails, do simple Internet searches (“Davenport Iowa movie times”), and…what else, there’s something…oh yes, make and receive phone calls. I text rarely and with great difficulty.

I don’t use any apps. I live in Iowa. Do you really think anyone my age in Iowa knows how to use an app? Just in case you don’t get the reference, I will share (briefly) our experience at the local Democratic Caucus, when the debacle it was to become was only a twinkle in the Iowa Democratic Party’s twitching eye.

The woman running things – a volunteer, bless her heart – spent the early part of the evening reading aloud instructions in the wrong order, and laughing hysterically about how badly she was screwing things up. As things got worse, this nice woman (not being sarcastic), who was a retired school teacher, began to attempt to regain order by counting, very loud, “One..two…three…!” to the rowdy class before her.

So.

Let’s not depend on a soon-to-be-72-year-old author (from Iowa) to use apps, shall we?

Yet a number of my publishers want me to expand my social media footprint. I am supposed to write entertaining, pithy Tweets. I am supposed to provide photos of my food and pets and now and then a book of mine on Instagram. And my son Nathan and I, teeth gritted, are exploring doing some of that.

But am I crazy to think that I should be spending my time and creative energy writing my fiction?

In certain areas of fiction writing, writers are given modest advances and then essentially required (if they want another contract) to spend those advances on promotion – going to each other’s signings (how this works without flying around the country I can’t tell you), attending numerous conventions (which does require flying or in some cases driving around the country), and endlessly interacting with readers (and other writers) on social media. Not only is this time-consuming, it turns professional writers – these writers are pros by definition, since they are receiving advances and sometimes royalties – into amateurs.

Like any real professional writer, I need the bulk of my income to…how shall I put this?…live on.

This began with the romance writers and the very positive practice of writers groups. For decades I taught at a writers conference and interacted with romance writers (had several romance novels dedicated to me, which took some explaining to the novelists’ husbands and my wife) and that included their writers groups. From these groups in my area, and the support and help the writers gave each other, came any number of published novels. Obviously, the same is true all around the country.

But a downside, which in my opinion some publishers take advantage of, is the maintaining of an amateur approach by requiring those writers to sink or swim largely based upon the willingness of those writers to plow their hard-earned advances into promo.

The romance writers have taken a hit lately. Romantic Times, once a powerful newsstand magazine, has recently ceased its annual convention and its web site is shutting down, too. This seems to flow at least in part from a controversy having to do with a romance writer attacking another romance writer’s perceived racial, sexist and other biases. Sides were drawn in the controversy and attacks and apologies began to fly. Whether writers should be criticizing each other in this manner is a topic worth discussion, but I won’t get into that here.

Still, it points out that concerns related to political correctness now hover over publishing in a very real way. I recently had an editor I respect label something of mine as “dated” in its “hardboiled” approach. Now, “dated” in that context is code for two things: first, the content may not be in step with politically correct attitudes; and second, I am an old white male. It’s also worth noting that you don’t hear an editor use the term “hardboiled” in any fashion but a negative one. I never use the term myself. When an editor likes that sort of thing, it’s “noir.” You know what “hardboiled” is? It’s a dated term, in the right and proper sense of the word “dated.”

These are, as I perceive them, realities in the world of fiction writing and publishing these days. I point them out not to try to change them – we’re past that, I’m afraid – but to explain to those of you who are kind enough to like my work why I have spent so much time worrying about having three books out at the same time.

How I am doing my best to promote my work in this climate?

For some time, I have accepted very, very few “friend” requests on Facebook. This was back when I checked my “feed” frequently. But a good two years ago, I curtailed that because I was disgusted by the amount of political blather. I also couldn’t keep my mouth shut (hard as that might be to imagine) and wound up damaging longstanding, real friendships. So lately I’ve been accepting “friend” requests if I can tell that the individuals making those requests have a real interest in things I care about…non-political things. Accepting these friends is a part of trying to expand my footprint.

A few days ago Barb and I sent out two big boxes of books to, first, winners in our last book giveaway here; and, second, to reviewers, with a letter explaining that having three novels out at the same time was not my idea. Some of these reviewers I’ve never sent to before. To get Girl Can’t Help It into the hands of potentially friendly reviewers, I spent a day searching Google to locate every positive review (including mixed ones) for Girl Most Likely and offered those reviewers/bloggers a copy.

Beyond this, Nate and I will be exploring using Instagram. Maybe Twitter too, but that puts my stomach and my head in a competition over which hurts the most.

And I want to say, to any publishers or editors who might be reading this, that I understand they are struggling to stay afloat, too. These are tough times in publishing, and have been for a while.

But here’s the thing: I came to this planet to write, not to Tweet.

I know what you’re all looking for – another book with Max Allan Collins content to buy!

Well, you’re in luck, because this is a good one – the new Mystery Writers of America anthology, Deadly Anniversaries. My story, “Amazing Grace,” is based on a real incident from my childhood, which Barb suggested I use when an assignment in this thematic anthology came my way.

I think “Amazing Grace” might be my best short story. I am pleased to say that Publisher’s Weekly singled it out in their rave review, giving me lead position in a book filled with work by Grand Master mystery writers:

Barb and I are listening to Dan John Miller’s reading of Girl Can’t Help It in the car (he’s not in the car with us – we’re using CD’s). We’re about half-way through. He is doing his usual masterful job, making the book come alive, and making me look (sound) good.

Dan has also performed Do No Harm, meaning he’s narrated every Heller to date. We are really looking forward to that. He is fantastic.

Finally, my pal Paul Bishop (I’m tempted to say “pard”) includes the forthcoming Caleb York novel, Hot Lead, Cold Justice, on the premiere episode of his podcast (with Richard Prosch), Six-Gun Justice. These guys do a great job.

M.A.C.