Here’s an interesting piece on why self-published books tend not to get reviewed. According to the review editor quoted (he is talking about children’s books) there are just too many of them; many aren’t that good; many don’t have a sense of their real audience; many self-published authors don’t have a clear idea of their market. Any journal just cannot afford to spend the hours needed to sift through the hundreds of thousands of potential offerings which they would be inviting by soliciting indie books. I suppose if there were any method by which a good self-published book could easily be identified from the mass, then it would be safe for review media to cover them. It’s the finding and analyzing them that’s prohibitive. I have seen one or two self-published books reviewed in traditional review media, but these must have resulted from the coincidence of the editor’s hearing by chance about the book. There just isn’t any mechanism for a regular scrutiny of the universe of self publishing. We all, and review editors in particular, may well be the losers because of this, but the stark reality is if the author is the publisher, there will be an irresistible tendency for all geese to be described as swans.

The traditional book trade has evolved methods by which such pre-sorting gets done. At The Washington Post “we’re getting about 150 books a day. A day. And these are books that had to find an agent. And then a publisher. And then were professionally edited. And now are being professionally marketed by people with money on the line. Many of these books, of course, are bad, but many — far more than we can review — are interesting, engaging, informative, moving, timely and/or newsworthy for various reasons.” Note in this sentence that one of the “methods” that traditional publishing has evolved is an acceptance of the brutal fact that not every book, not even every good book, will get reviewed. We are accustomed to accepting that you can’t win ’em all. If you are publishing your own work, accepting this is obviously much, much harder.

Maybe the self-publishing world will settle down and develop a means by which a similar sorting methodology can be achieved. But just as self publishing is a different business than traditional publishing, so unfortunately will the reviewing of self-published books probably have to be done somehow differently. That we have not yet worked out what this means surely doesn’t mean we never will. One probable route is the on-line review, though just how readers can become aware of reviews they might be interested in is a hard problem. A sort of crowd-sourcing Goodreads model may end up being the answer. Of course, getting your book reviewed is one kind of problem: getting it favorably reviewed is a horse of a different color. Businesses, and no doubt individuals, have not always been above trying to get the fix in. Well at least review integrity is secure in California, where they’ve passed a law imposing a $10,000 fine on companies which seek to enter contracts prohibiting unfavorable on-line reviews. Gigaom brought the news.