The short answer is everyone, although it might not be evident at first. National publishing trade magazines present the illusion that they are fair and balanced—a familiar phrase—in their review coverage, but given a closer look, these publications thrive on the sales of expensive advertising space, including their front and back covers. Other national trades don’t even hide the fact that they charge hundreds of dollars per review. You’ll notice that very few small publishers are mentioned in their pages. The presses that cannot afford ad space and review fees coincidentally go unmentioned, and all independent presses (i.e. micro presses and self-publishers) are typically barred from book review consideration.
Consider that advertising fees are built into the budgets of large press books, and when you purchase one, you are in effect paying for their media coverage somewhere along the line. There is simply no justification for highlighting or featuring the next murder-mystery redux novel in any of the media outlets, other than it is big business for the monolithic presses and they have the dollars to push their product. We are a capitalist society, and profit drives many editorial decisions. Any author who manages his/her own marketing has run into a media outlet (print, radio, etc.) that has promised increased coverage with the purchase of advertising space or time. While many local newspapers still hold an air of integrity, these venues are drying up faster than the rapidly fading printed news industry.
This state of affairs casts a long shadow over literature. One byproduct is that the large commercial presses, by virtue of supplying the economic lifeblood to the publishing media, control what reaches the reading public. Due to either politics or economics, certain genres and ideas are not desirable to large presses, and therefore, vital topics are kept from the public discourse, while excellent independent press authors go unnoticed. In the end, they turn to the Internet for help.
A survey of the web reveals hundreds of review outlets—some specialized, others general. Many of these reviewers write for free, and their coverage is professionally uneven. These are hobby sites. Meanwhile the Internet has killed the three-headed monster of publishing: paper, ink, and distribution. Through the years, paper and ink became increasingly expensive, and most recently rising gas prices (i.e. a distribution cost) was the death knell for most brick and mortar publications, but in the digital age, the Internet can more than fill the need while providing work for dedicated journalists.
In late 2009, the US Review of Books was created for two reasons: first, to provide inexpensive access to professional book reviewers for all authors and, second, to pay the writers a fair wage for their work. In two years, the US Review has employed dozens of reviewers and written over one thousand reviews to mostly happy authors. They are mostly happy, because the USR’s reviewers are honest and thoughtful. If a book is hackneyed or wasn’t properly edited, perhaps for style and spelling, the review is going to mention these facts. Luckily that isn’t the norm, and the large presses are starting to notice and quietly submit their books for value media coverage. Seeing the future, publicity agents and author services companies are also integrating the US Review into their marketing plans. Good books deserve serious consideration and discussion, regardless of where and how the book is published.
As the next generation—sometimes called Generation We or the Digital Generation—assumes authority, the Internet and all modes of digital transfer will take control. It makes sense; it’s convenient and mostly green technology. Outlets like the US Review of Books will continue to expand in order to fill authors’ marketing needs while providing employment opportunities to the writing/journalist force.