There’s nothing like the book section at Goodwill to serve as memento mori for literary ambition. Shelf after shelf of novels and memoirs you’ve never heard of, each one the culmination of somebody’s dream. Years of work, an agent, a contract, launch parties, reviews; and now, a buck and change on a thrift-store shelf, moldering away after the original owner stuck it in a box with unwanted Christmas gifts and old sweatshirts and dropped it off in the donation bin like Rousseau leaving an infant on the orphanage stoop.
And that’s the ordinary outcome. At the more spectacular end, you get something like Olivia Nuzzi’s recent memoir, American Canto. A wall-to-wall media circus, months of scandal coverage, an affair with a cabinet secretary, her ex-fiancé serializing his side of the tawdry story on Substack — and after all that, the book moves a little over a thousand print copies in its first week. Imagine whoring away your privacy and integrity for an audience smaller than a mid-tier YouTube channel’s Tuesday upload.
Rob Henderson has a post about what it takes to be a writer now: not just writing, but running a one-person media operation. Newsletter, social feeds, a constant stream of “content,” and enough personal disclosure that readers feel like they “know” you — so that occasionally you can step in and say, “By the way, here’s where you can buy my book.”
On paper, I look like the sort of person a publisher might get ideas about. I’ve been blogging regularly for years. There’s an archive, a recognizable voice, recurring obsessions, a small audience that keeps wandering back. If you’re a literary marketer, this is the kind of thing you point at and say, “Look, a platform.”
This is not to say I could have a career as an Author if I wanted. If I ever published a book, odds are it would sink without a ripple, like most books do. The only point I’m making is narrower and more boring: the visible behavior the publishers and marketers want — regular posting, a sense of personality, a trickle of readers — is already there. What interests me is how the meaning of that behavior would flip the moment it became someone else’s plan. Right now, when I write a post, I’m just following an itch from inside. Something bothers me, or amuses me, or catches my attention, and I want to see what it looks like in sentences. That’s the whole story. If I don’t post for a few days, no one is waiting with a spreadsheet and a frown. The activity begins and ends with my own curiosity. Now imagine the same surface routine, but add a publisher, a publicist, or a boss.
“Time to produce some topical content; your recent posts haven’t really done numbers.”
“You really need an Instagram account; the marketing data are clear.”
“Could you say something a bit provocative on Twitter to juice interest before the launch?”
Nothing material has changed. I’d still be typing words on a screen. But suddenly the internal itch is secondary. The primary thing is fulfilling an obligation someone else has defined: keep the graph pointing up and to the right. The exact same habit becomes part of a strategy deck.
I don’t think obligations are bad. It’s normal to have them. Civilization more or less depends on people doing things they wouldn’t spontaneously choose at 7 a.m. on a Monday. You can even take pride in meeting your obligations, whether you resent them or cheerfully accept them. But obligations have a way of draining some of the spontaneous joy out of an activity. The more something is tied to money, status, or other people’s expectations, the less it feels like play and the more it feels like work, even if you’re doing precisely what you “love.” Which is why I’ve always preferred to keep writing in the hobby column. I’ve heard it said, “If you’re good at something, never do it for free.” For me, this gets it precisely backwards. The surest way to ruin something you love is to make it responsible for your mortgage and your self-worth at the same time.
I already have a job. I treat it as a task: something I do competently in exchange for a paycheck. It doesn’t need to express my deepest self. It just needs to keep the lights on. Writing is the thing I do for its own sake, the place where a stray thought can turn into an afternoon’s entertainment. No deliverables, no targets, no sense that I’m failing if it doesn’t lead to anything. No one has to care. No one has to pay. If I never earn a cent from it, nothing is “wrong.” In my view, something in your life needs to work like that, something that is allowed to be pointless in the best sense. Hobbies are ideally placed to fill that role. For me, writing is a hobby.
Maybe there’s something quintessentially Gen-X about it after all. I’ve never dreamed of being an author, but I do find it amusing to imagine practicing passive resistance against a publishing house and a publicist. “But you like blogging! You’ve already been doing it for decades! Why can’t you just keep doing it with a link at the bottom of every post to the sales page at Amazon?!”
“I would prefer not to,” I’d say. “That’s all.”