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Behind the gates of the fiction factories



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Erotic Fiction 1 Behind the gates of the fiction factories

Erotic Trade Only March 2014

Dale Bradford looks at the wonderful world of erotic fiction, asks the sector’s leading publishers about the current state of the market, and wonders if print still deserves a place in adult retail...


Erotic literature goes way back. Way, way back. The ancient Greeks gave us the erotic verses of the influential Sappho of Lesbos, while Petronius Arbiter’s Satyricon, which was made into a film by controversial Italian director Federico Fellini in 1969, dates back to first century Rome. Throughout history the likes of us were unlikely to have encountered these works nor their multifarious descendants though. And even if we had, we would have been unable to make head nor tail of them - being neither aristocracy nor members of the clergy (though I am aware that does not apply to all our readers). Universal literacy (via, of course, the invention of the printing press by Johannes Gutenberg in 1440) eventually gave plebs like us the opportunity to letch over the printed word too, but our lords and masters were keen to keep us in our place and stop us getting ideas above our station. We could read about saucy goings on as long as there were no subversive or blasphemous themes accompanying them, although renegade bookseller Edmund Curll became the first English person to be convicted of obscenity in 1727 (there was no actual obscenity law at the time, so he was charged with libel) for publishing Venus in the Cloister - a bawdy romp featuring acts of masturbation, flagellation, same sex sexuality, voyeurism and copulation among young nuns. The Obscene Publications Act came into force in 1857, giving the authorities the power to seize and destroy any material deemed to be obscene. To differentiate literature from pornography the Act was re-worded in 1959 but the infamous Lady Chatterley trial the following year - in which Penguin Books was found not guilty of obscenity after publishing an unexpurgated version of DH Lawrence’s tale of passion between an upper class woman and her gamekeeper was one of the UK government’s last real attempts at censoring the written word. After all, if a racy page-turner containing frequent use of the word ‘fuck’ and even ‘cunt’ could be deemed to have literary merit, then what the fuck was the point? It probably didn’t help that the chief prosecutor at the trial, Mervyn Griffith-

Jones, was ridiculed for being out of touch with modern society after he asked the court if Lady Chatterley’s Lover was the kind of book “you would wish your wife or servants to read”. So it’s pretty much a case of (heaven knows) anything goes when it comes to the written word in the UK. This gives writers far more freedom than filmmakers and other visual artists - so much so that a man was unsuccessfully prosecuted in 2008 for posting vile fictional material on the internet about the kidnap, rape and murder of female popsters Girls Aloud. “REPORTS OF MY DEATH HAVE BEEN GREATLY EXAGGERATED” In a previous life I attended a presentation given by computer manufacturer Commodore in 1990 for the launch of its CDTV multimedia platform. The device was essentially an Amiga computer with a CD-ROM drive

and its slick matt black casing was designed to slot in alongside hi-fi separates (remember them?). It used a remote control, rather a keyboard and mouse, and at the product launch a Commodore executive confidently predicted, “The book is dead now”.

I shouldn’t really embarrass David Pleasance by naming him as that bullish executive because he was not the first to declare the death of the book due to new technology; previous ‘killers’ having been newspapers in 1830s, the wireless in the 1920s, and television in the 1960s. But what could be seen as today’s killers of books - the internet, smartphones, and tablets - are looked on, certainly by authors and publishers, as complementary to print. These platforms are expanding the market for the written word rather than trying to directly replace it (and, of course, they have the blessing of authors and publishers because they cut out so many links in the distribution chain). Amazon announced that its sales of ebooks overtook print back in August 2012, and although it is extremely unlikely that those positions will be reversed anytime soon it is worth remembering what happened with Fifty Shades of Grey. It was originally a very successful ebook but it became a phenomenon the fastest selling paperback of all time, no less - after it migrated to print and shoppers could add it to their baskets in Asda and Tesco. ‘That book’ served as an introduction to the delights of jiggle balls and BDSM accessories, which a great deal of adult businesses have benefited from over the last three years, but it also reintroduced many buyers to the joys of reading. Critics might have been sniffy with regard

to its literary merits, often sneering about its origins as fan fiction, but I’m sure author EL James isn’t too upset by that - and even if she is, I imagine that global sales of 90m units brings with it other compensations...

Behind the gates of the fiction factories


different position as many of our books are illustrated. Often, the illustrations are not allowed in ebooks; this makes the paperbacks the desirable format for some customers.” Rachel Baylie, Sweetmeats Press “It is still there, and it has been great to see how the production values have improved the quality and presentation of books, fiction and non-fiction. Cleis and Green Candy (Two Knotty Boys) have produced some fantastic looking titles. It is always great to see how books are selling in non-traditional bookstore environments where they are a solid part of a curated retail environment.” Claire Thompson, Turnaround “We have seen a large decline in print books in the UK both through adult shops and traditional bookshops. I think erotica is a genre that really lends itself to ebook as it is just so much more discreet and accessible. Our focus is very much on the digital side of the business now.” Hazel Cushion, Xcite Books


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The stores that manage this challenge the best, and apologies if this sounds so obvious, are those creating great relationships with customers, building communities around their retail, with regular events in stores and with online contact and offers and Sh! comes to mind - apologies for not being able to cite more stores as I know they are not the only ones.” Claire Thompson, Turnaround “No, we saw a 40% drop in print sales in 2013 however, this is balanced by growth in the digital side of the business.” Hazel Cushion, Xcite Books What types of erotic fiction are currently most popular with readers who buy from retailers? “The Big Book of Orgasms edited by Rachel Kramer Bussel is a breakout bestseller at places like Good Vibrations, She Bop, Entrenue, Secret Pleasures, Nomia Boutique, Oh My Sensuality, Self Serve,

“Amazon sales actually went down for us in 2013 by almost 20% because of the glut of what we call ‘fifty shades of imitation’, and sales in brick and mortar stores went up. We see this as temporary, and are starting to see a turnaround. Thousands of people were inspired by EL James’ kinky trilogy and uploaded their own stories directly to Kindle.” Brenda Knight, Cleis Press

Erotic Trade Only March 2014

“No.” Herbert Moseley, The Nazca Plains Corporation


“The best-selling genre, full stop, is and has always been romance. So erotic romance is the best-selling of the erotic subdivision. Still, our readers come to us because they like erotica and we’re not about to jump into an already overcrowded romance market. If there aren’t companies out there giving people a choice (in every walk of life) all you’ll get is a very narrow selection from the middle ground.” Rachel Baylie, Sweetmeats Press “Without a doubt full length erotic novels are the flavour of the day and people are looking more for trilogies and series. We’re finding the softer romance end is more popular than the heavy fetish, BDSM novels.” Hazel Cushion, Xcite Books

“In prior years it was anthologies, especially the Best Women’s Erotica series by Violet Blue, which has sold over one million copies. However, in the last three years we have been doing better with novels such as the aforementioned Story of Submission trilogy by Alison Tyler, the second of which, The Delicious Torment, was recently released. Mitzi Szereto’s Pride and Prejudice: Hidden Lusts, a sexed up Jane Austin, sold well and had massive media attention. Lots of Jane Austin purists were offended, and the non-purists were delighted.” Brenda Knight, Cleis Press

“With fewer bookshops on the High Street now compared to a few years ago, and with online retailers not facing the same costs, it is only natural that they can offer better prices - and thus we see higher sales. It is a shame though, as we love working with physical stores and feel they offer great benefits to consumers other than cost.” Fran Hart, House of Erotica

“It really depends across the trade, and across genres. The Fifty Shades phenomenon worked well for the genre overall, Amazon of course remains a challenge.

“Gay fetish/fiction and straight fetish how-to books.” Herbert Moseley, The Nazca Plains Corporation

What tends to sell best at retail - short story anthologies, compilations of three or four novellas, or full length novels?

Are your sales in brick and mortar retailers holding up against online sellers such as Amazon?

“Yes, but it is very dependent on the bricks and mortar retailer. To cut a long story short, we’ve found that people who want a book go to a bookshop (I know easy right?). While in adult stores, sometimes we sell very well, in other cases just ok. A bookshop is a shopping experience, a place to browse, Amazon is for clicking and buying quickly. So let’s hope the demise of the bookshop isn’t written in the stars as so many are predicting. The internet is great for so many people who don’t have mobility or access to shops. However, on the flipside, I worry about giant global companies having monopolies - it can lead to censorship (as touched on above) and lack of diversity.” Rachel Baylie, Sweetmeats Press

think we offer something for everyone.” Fran Hart, House of Erotica

Fairvilla, and Taboo. We have been doing fantastic with BDSM erotica and especially female submission, with titles such as Please, Sir; Yes, Sir; and He’s on Top all selling terrifically. These all were selling well many years before Fifty Shades, though that did give us a big bump in sales. Dark Secret Love: A Story of Submission by Alison Tyler is one of our newer BDSM novels, and is a real-life Fifty Shades, inspired by Alison Tyler’s own experiences as a submissive. Another popular title is Kristina Wright’s Bedded Bliss, which is a unique mix of erotic fantasies and how-to tips.” Brenda Knight, Cleis Press “Most of our titles sell reasonably well; perhaps this is due to the fact we cover a variety of genres - I’d like to

“We have such a mixture of short story collections, novellas and novels that it would be hard to pinpoint what sells best; I think it all depends on what your reader is looking for at that point in time. Having said that, our seasonal collections (such as those at Christmas, or our Valentine’s collections) tend to peak at the appropriate time of year.” Fran Hart, House of Erotica “Full length novels.” Herbert Moseley, The Nazca Plains Corporation “Readers will tend towards a novel over other formats. Short story collections have always been seen as a secondary form of fiction - which is unfair and there is an exacting controlled art in a perfectly formed short story. Hopefully Alice Munro’s Nobel Prize in literature will change this view.” Rachel Baylie, Sweetmeats Press

Behind the gates of the fiction factories


upon turnover - so if you are an imprint of a larger company you will get a better percentage and better page placement. There isn’t much crossover with these two product formats.” Rachel Baylie, Sweetmeats Press “We have recently signed up for a new website that provides this functionality and hope to roll out this functionality to stores for selling digital from their sites in the near future.” Claire Thompson, Turnaround “Obviously Amazon do - most of our titled have now moved to print-on-demand editions. Other retailers don’t offer ebook platforms yet.” Hazel Cushion, Xcite Books Do you expect to make any significant changes to your publishing model in the next year or so?

Erotic Trade Only March 2014

“We are publishing more books than ever and are always looking for great new authors. We have also launched a line of eTreats: Literary Temptations, which are ebook exclusives.”



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“We are currently publishing about 10 ebook titles per month and three print titles per month.” Herbert Moseley, The Nazca Plains Corporation

with us to evolve the brand into what it has become today.” Fran Hart, House of Erotica

“Same same, but different. More books with a consistent release schedule. As I mentioned, we now have coast-to-coast US distribution, so we will be focused on creating an impact in that market. We are also in talks with several agents about translating and distributing our books throughout non-English speaking countries, including Germany, France, the Netherlands, Japan and Korea.” Rachel Baylie, Sweetmeats Press

“Yes, after several years out of UK, we are back with all of our 450 titles in-print available from Ingram Books International - contact or call +44(0)773608 3322.” Herbert Moseley, The Nazca Plains Corporation

“We did last year - we pulled out of printing books and switched to a print-on-demand model.” Hazel Cushion, Xcite Books Do you have any other plans for the near future that you would like ETO readers to know about?

Brenda Knight, Cleis Press

“We are launching a new imprint this fall, Tempted Romance, specifically for romance and erotic romance titles. It is the only sector of publishing that is growing steadily, even outselling bibles.” Brenda Knight, Cleis Press

“We have always given 50% of actual income per title (not the lesser ‘net profit’) across all formats to our authors; this will not change in the foreseeable future. However, we have very recently halved our payment threshold to erotic authors, something that has received very positive feedback. Other ongoing changes for 2014 include a full refreshing of our brand, which will include updating our logo, website and web presence as a whole.” Fran Hart, House of Erotica

“Our varied calls for submissions are here to stay and we have some great ones planned for the year, including a charity collection which we are sure authors both new and experienced would love to get involved in. All of our current calls can be found on both the House of Erotica blog and website. We want House of Erotica to keep growing, so it would be especially great to see submissions from first-time authors this year, along with continued submissions from our current authors who have really helped work

“Excitingly, and in a diversion to our usual releases, we have a fun ‘mini’ book coming out in the autumn called 30 Days of Romance - An Illustrated Guide. It’s cute, fun, and non-sexually graphic. A perfect little impulse buy!” Rachel Baylie, Sweetmeats Press “We do have plans that we will be unveiling shortly but cannot discuss at this point.” Claire Thompson, Turnaround “Yes, the new subscription site and we are also launching an online erotic short story magazine.” Hazel Cushion, Xcite Books Finally, in retrospect do you think the success of Fifty Shades of Grey had a positive or negative impact on dedicated publishers of erotica? “Cleis Press still feels the effects of the Fifty Shades of Grey phenomenon, both good and bad. The downside is the thousands and thousands of self-published erotica titles. This resulted in an absolute saturation of the market. Where Cleis Press had dominated, pun intended, the submissive market, we were now jockeying against both well-known authors, and first-

Illustration from Sweetmeats Press’ Naked Delirium by artist Giorgio Verona...




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Erotic Fiction - 2 Self-Publishing: To Hell and Back Lily Harlem is one of the industry’s most prolific authors of erotica and has regularly topped the Amazon Erotic Fiction charts. Last year she co-wrote and self-published the Sexy as Hell trilogy and here she shares with us some insights into the self-publishing process...

Erotic Trade Only March 2014

Lily Harlem describes herself as an author of contemporary erotic romance. Her work has been published by Ellora’s Cave, Totally Bound, Mischief at HarperCollins, Sweetmeats Press and Xcite Books and she also co-writes with fellow author Natalie Dae, under the pen name Harlem Dae. Last year Harlem Dae selfpublished the BDSM trilogy Sexy as Hell - coverline, ‘fifty shades steamier than grey’ - and ETO asked Lily Harlem about the challenges and rewards of selfpublishing erotica. Is it true that ‘anyone do it’?


ETO: What prompted you to move into self-publishing? Lily Harlem: I haven’t moved entirely into self-publishing. By that I mean I still very much enjoy being represented by traditional houses but what I’m doing now is complementing my work with publishers by creating a virtual shelf of Lily Harlem books that are completely within my control. What prompted me down the independent publishing route? Well, I attended Eroticon in 2012 and found myself drawn into a lecture by MK Elliott. She was self-publishing using Amazon’s KDP platform and her books were selling well-they still do, she’s very talented - and I just couldn’t resist giving it a go as her enthusiasm was totally infectious. I already had an on-going series about hockey-Hot Ice-with American ebook publishing giant

Ellora’s Cave, and the sporty heroes were certainly popular. So, with that in mind, I wrote Scored, a story about the captain of the English football team and a sassy female reporter then hit ‘publish’

Scored was an absolute hit with readers and that boosted my confidence to continue self-publishing. Since then I’ve published two further novels and a collection of short erotic stories and, with Natalie Dae under the name Harlem Dae, on top of a couple of second person narrative pieces, we have a ménage a trois novel in addition to the Sexy as Hell box set. Tell us something about Sexy As Hell... LH: Sexy as Hell is a trilogy of full-length erotic novels: The Novice, The Player and The Vixen. There are also three short spin-off stories about secondary characters: The Mistress, The Star and The Harlequin. All books can be bought individually from Amazon but the Sexy As Hell box set, which contains all six books, is the cheapest way for readers to enjoy Victor and Zara’s journey through the world of BDSM. My coauthor, Natalie Dae, and I have been writing together for several years now as well as working on our solo projects. We’ve been published by Totally Bound and Mischief at HarperCollins and we’ve hit the number one spot on the Amazon erotica charts several times. Our first novel, That Filthy Book, has been hailed as a book ‘every woman should read’ by reviewers, and we certainly pushed a few boundaries with that one - but then that’s a bit of a theme of our books, boundary pushing. Was your decision to self-publish in any way a reflection on established publishers? LH: We did get an offer from a publisher for Sexy as Hell but it came with certain stipulations. Some scenes had to be ‘tamed down’, others needed certain words removed. We didn’t want to do that. We felt passionate about releasing the raw, visceral story that had flowed from our fingertips. Ultimately we selfpublished so that we had total control of the content, the cover art and each and every word. We were in love with our characters, their story was very vivid for us, and we wanted our readers to have what we’d always planned for them to have. I believe it’s paid off for us and was certainly the best option for this particular set of novels.

without the support of a traditional publisher for the first time. Yes, it was pretty scary! Luckily

What initial challenges did you face when embarking on the adventure? LH: With Sexy as Hell it was time - we both wanted to write, write, write. The characters were like real people hanging out with us, and the story was such an adventure that there just didn’t seem enough hours in




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took me to dizzying highs and terrifying lows and a series I can strongly recommend to everyone willing to step on board for the ride of a lifetime’. What other aspects of your marketing worked particularly well for you? LH: The spin-off books were something we hadn’t originally intended to write, but some of the secondary characters were so vibrant and so interesting that when we finished Victor and Zara’s story we just couldn’t help ourselves. That was when we decided to throw the entire thing into a box set and make it a great value read. Feedback from the secondary stories, which are best enjoyed after the trilogy, have been very positive; it seems readers enjoyed learning about the other people who frequent Sexy as Hell as much as we enjoyed writing about them. Where did most of your sales come from? LH: We only use the Amazon publishing platform because this gives us access to the KDP programme - a lending library that earns royalties for us every time the book is loaned out-and gives us the ability to make books free, our strongest marketing tool and worth its weight in gold.

Erotic Trade Only March 2014

Have you considered releasing print versions of Sexy as Hell in addition to ebooks? LH: We’d love to one day, but at the moment we have no plans to do so.


Is the whole process of self-publishing less stressful than dealing with established publishers or more so? LH: It depends if you’re a control freak or not. Personally I like the control of self-publishing. I can choose when the book will hit the virtual shelves along with everything else about it. However, I adore my publishers and I’m particularly close to a couple of my editors who have become very good friends over the years. I wouldn’t switch to solely self-publishing because sometimes it’s a relief to know that a traditional publisher has got my back. Are reader reviews even more important to selfpublished titles than traditionally published books? LH: No, they’re all important and a good review can drive sales. If a reader enjoys a book the greatest gift she can do is leave a positive review (even just a few words) on Amazon or Goodreads. It will make the author’s day, or even their week! Writing can be a

lonely job and that connection, to know that all those quiet hours spent tapping away in solitary confinement have touched someone, makes it all worthwhile. Did you have objectives before you made the move into self-publishing? LH: To have more than one book published under my Lily Harlem brand. I knew I needed several selfpublished novels to make it work. That way as sales go through peaks and troughs, which is inevitable, there are plenty of books to support the tough times. Including the Sexy as Hell books I now have 14 selfpublished works. That is on top of 30 novels and novellas I have available from traditional publishers. Phew, I need a holiday! The trouble is writing is addictive and I’m happiest when immersed in a story. If I do take a break I find myself either daydreaming about a new plot or sneakily getting my laptop out.

Ultimately, do you think self-publishing Sexy as Hell was more financially rewarding for you as an author than if a third party publisher had released it? LH: Yes. Because Sexy as Hell is co-authored the small percentage of royalty would be cut in half with a traditional publisher which, to be honest, doesn’t equal very much at all. Amazon allows us to earn 70% royalty, which then divided by two is still a decent amount and makes it worth the effort of writing nearly three hundred and fifty thousand words. How much harder do you think self-publishing Sexy as Hell would have been if you had been a newcomer, fighting for exposure amongst thousands of other titles, rather than an established name? LH: Much harder. I really believe that to self-publish with success you need readers who are already fans of your work and happy to buy your books regardless of whether or not they have a publisher’s name on the cover. Has your experience made you a complete convert to self-publishing or will you continue to have established publishers promote and publish your work as well? LH: No way am I a complete convert. I’ve happily fallen into a comfortable routine of half and half with

self-publishing and using my established publishers. This is how it will be for the foreseeable future for me and I’m very content with that. Is there anything that you know now that you wish you’d known before you started selfpublishing? LH: How much of a pain sorting out the US tax forms would be! Would you recommend other erotica authors go down the self-published route? LH: If they are already represented and experienced with the editing/marketing process then yes, give it a go. Though unfortunately, in the wake of ‘that book’ many people without any writing experience - I studied creative writing at Cardiff University - are giving erotica and erotic romance a go. There are some shockingly bad books out there. It makes me sad to acknowledge that, but it’s true. Also, just because you’re fabulous at sex and can swing from the chandeliers all night long it doesn’t mean you can write about it! Do you have any words of advice for them? LH: Learn the art of creative writing. Take an online course or even night school. But without an understanding of the process including characterisation, plot development, timelines and then a decent grasp on structure, it’s not likely to go well. You wouldn’t expect people to buy cakes if you couldn’t bake, so why would people buy your book if you can’t write? Learn creative writing, it’s a wonderful experience and will free up your imagination so that the rest of the world can enjoy it. Are you concerned that self-publishing lacks quality control, because ‘anyone can do it’, which could make readers wary of other selfpublished work if they purchase something particularly poor? LH: Yes, this does worry me, for the reasons outlined in the previous question. Often, if I throw a piece of erotic romance out for free I get several comments from readers, within reviews, along the lines of ‘this was free so I thought it would be crap but I found myself loving it’. I think I have a comment like that on every book I’ve made free which just goes to show how low readers’ expectations have become with the free erotica charts. Links Lily Harlem Website Harlem Dae Website MK Elliott Website

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ETO March issue 2014