Who Has the Larger Audience?
A couple of days ago my husband and I were having a ding-dong – I mean a civilised debate of course – about which writers have a larger audience worldwide: English-speaking ones or those from other countries?
I was arguing that American crime writers, for instance (talking about a genre that I know a little about), have a large audience back home, plus they can be easily exported to the UK, Australia, Canada and so on. Additionally, European publishers and readers are much more likely to translate American crime fiction, while US publishers and audiences are more reluctant to try translations. For instance, looking at bestseller lists for crime and thrillers across Europe, I find similar stats for the Top 20 at any given time. In France only a quarter are by French authors, about half are by English-speaking (largely US) authors, and another quarter by other Europeans. In Germany, slightly more German authors (about a third), but again half are translations from English and slightly fewer translations from other languages than in France (predominantly Scandinavian). Italy, by way of contrast, numbers about one-third European translations in their Top 20, plus one-third Italian, one-third Anglo.
What is the picture in the US, meanwhile? Well, things have moved on, apparently, from the notorious 3% problem, i.e. that only 3% of all publications in the US are translations. It seems that nowadays, out of approximately 15,800 new titles being published each year, 300 or so are translations. Which brings the percentage total up to 5.2%, yippee! Of course, I am not comparing like with like, as this is translation across all genres, rather than just for crime fiction. Every crime author hopes to crack the US market though, that’s when you know you’ve hit the jackpot!
Certainly in the UK, there has been a boom in translated crime fiction, particularly of the Scandinavian persuasion, since 2005 or thereabouts. So much so, that it sometimes feels like publishers are scraping the bottom of the barrel, as for every outstanding author like Jo Nesbo, Henning Mankell or Karin Fossum, there seem to be some real duds being foisted onto the British public as well. However, if I conduct there too my admittedly unscientific sampling of bestselling paperback crime titles at any given point in time, what do I find? 1 or 2 out of 20 are translations (sure enough, Scandinavian): everything else is English – and by that I mean about 60% American.
My husband dared to suggest that the quality of the writing might have something to do with it. You know what you get with an American thriller, it’s pretty standard, just like a Hollywood blockbuster. That sounds to me like consistency rather than quality, but I suppose some readers are less willing to experiment. They prefer the tried and tested. Clearly, though, the marketing, translation rights teams and PR all work better state-side – they probably have much bigger teams to handle it all.
‘But,’ argues my numerate and oh-so-scientific husband, ‘The European publishing market overall is bigger. See here, I googled it and European publishing houses report 22 billion euros revenue, while the US is only 15 billion $.’
I think that may have something to do with book pricing, so I’m not even going to go there. But the point is that Europe of course is a much more segmented market, so you need to be translated into several languages to make a killing there. And the final clincher is: Europeans get translated by other Europeans (and a teensy bit in the US), while Americans travel everywhere. Cultural imperialism is still alive and well.
Without forcing you to take sides in this conjugal dispute, what are your thoughts on this topic? Do you think readers in other countries are more open to trying something new, unfamiliar? Do you think the slick Anglo-Saxon model of crime fiction is taking over the entire world? What are some of your favourite recent discoveries in translated fiction, anything that surprised you?