This Is Your Book: Marketing America to Itself

Abstract

In February 2001, Knopf Publishing Company, a division of Random House, reportedly purchased the rights to publish two novels by Stephen L. Carter for $4 million. As the Daily Variety Gotham stated, “Yale law professor Stephen L. Carter emerged from the ivory tower last week and shook the book world from its February doldrums” (Bing 43). And the New York Times wrote, “The advance is among the highest ever paid for a first novel and is all the more unusual because of the author's background. Mr. Carter, 46, is an African-American who has written several works of nonfiction, including ‘Reflections of an Affirmative Action Baby’ and ‘The Culture of Disbelief‘” (Kirkpatrick, “Knopf”). Whether this purchase is considered “unusual” because it is a first novel or because the author is African American, it is part of an important shift for American literature: the jacket art, prepublication publicity, and sales materials shape this novel as a mainstream, blockbuster, best-selling legal thriller, not as an African American novel per se. The mainstream feel of Carter's novel brings up pertinent questions about race, literature, and the marketing of ethnic identity in the United States. Looking at the positioning of this novel allows us to understand how the publishers, newspaper reporters, and marketers have planted seeds that will influence the reception of the text by reviewers and readers.