What are publishers looking for this year?

Once again we look forward to the publishing market for the upcoming publishing cycle. It is so useful for an author to be aware of trends and what books are actually selling. This is particularly important in non-fiction, which really has to tap into the mood of the times.

However, it is equally true that a book can actually start a new global trend if it unleashes an entirely new concept on the world. Anyone heard of the The Let Them Theory!? ,It also shows the power of podcasters, social media and celebrities in selling books.

Novelists,  you too, should take a good look at what is being sold and note rising genres (like romantasy, fantasy, urban fantasy) and others that are out of fashion (like chick lit and grim-dark novels).

I always advise authors to look at publishing trends when starting the process of writing a book, and below, I have gathered the key trends in both the US, European and South African markets by chatting with booksellers, publishers and fellow literary agents.

There are a few points worth noting ahead of our look at the trends.

1. We just can’t predict a bestseller. Despite all the marketing tricks and analytics of the market, some books rise without publishers and agents driving the process at all. There are simply books that capture readers’ imaginations and become their own phenomena, and we don’t always know which ones they will be. We also get books we think will fly, but they gently drop off the shelves in three months.

2. Certain genres just always sell well. There is always a shelf and readers for the big guns of fiction: romance, thrillers, and crime. This is true for sports, finance, business and current affairs in the non-fiction realm. We expect a rise in escapist genres such as dark romance, horror fiction, and, particularly, graphic novels.

3. Be very wary of AI. Authors of integrity will do well to steer very clear of using AI to write a book. Publishers are becoming wary watchdogs and will push  for regulatory protection for authors' and laws labelling AI generated content. "We must be clearer than ever that the work we publish comes from human creators and press for a framework that not only protects their rights, but also values content."  Kate Elton CEO, HarperCollins

4. You are writing for 2027 or 2028.  The book you are starting now will possibly take 2 years to reach the market. Notice the trends and write into the future, but it is also important to stick to a good story and have fun while you write.

5. Traditionally published books are just a fraction of the market, and independent (and self-published) books continue to grow and grow in volume. These trends really highlight what's selling. The truth is that readers seldom look at the publishing house; instead, they buy based on recommendations, the book’s promise and reader reviews. Nobody goes 'Oh, I only buy Penguin books." 



Trend # Escapist Fiction 

Romantasy, romantic fantasy, escapist genres such as dark romance and horror fiction are predicted to do well again. The broader term is speculative fiction - it is all merging a bit but we do, however, know that they are smoking hot and set in fantasy worlds. The global superstars driving sales are still Sarah J Maas and Rebecca Yarros. 

Trend # Social Media Influence Matters

It was always heading this way, wasn't it? Publishers will look at your following and judge potential book sales on the size of it. In the words of Tom Wheldon CEO of Harper Collins "Our task now isn’t just to publish brilliant human-led content, but to reach those who don’t yet call themselves readers."



Trend # Escapism

This shows in both international and local markets as titles by big-name serial novelists dominate and grow. What is a bestseller list without names like James Patterson, Dean Koonz, Jeffery Archer, Martina Cole, Tami Hoag, Deon Meyer, Dan Brown, Robert Ludlum, Michael Crichton, Ken Follet, Remember that publishers are always looking to grow the next breed of these superstars, and you need a few solid novels under your belt to start to get traction and sales. It is also a factor that movies and series on streaming platforms like Netflix and Apple TV often inform book trends in novels as readers get used to faster and tighter plotting, more exaggerated characters and scenarios.

Trend # Current Affairs

Publishers love books that come out quickly and fall into the current affairs category. These are most often the domain of journalists, but consider pitching a topical, quick, well-researched book to a publisher. A triple-threat. These books don’t have the longevity factor, but they will be scooped up on a current affairs trend.

Trend # Audio

Audio content will continue its rise, with Audible investing heavily in audio-only commissions. Audiobooks, podcasts and voice-driven platforms may come closer, and audio books are verging on dramatic productions and immersive experiences

Some more trends

Our task now isn’t just to publish brilliant human-led content, but to reach those who don’t yet call themselves readers.- Tom Weldon CEO, Penguin Random House

Readers will continue to flock to graphic novels, with the market expanding to include YA readers as core fans age up. - Joanna Prior CEO, Pan Macmillan

We are seeing no sign of any drop-off yet in consumer demand for beautiful books that people can proudly display on their shelves/book nooks etc. I would predict this will continue, with ever-increasing importance of cover design, imaginative formats, finishes and production values.- David Shelley CEO, Hachette UK and Hachette Book Group US