People often think that authors choose or create or manage their own covers. That is not the case. The cover is generated by the Art Dept. at the publisher, and while the author usually has input, it’s really the publisher’s call.
It starts when a cover design–or a few designs–are sent to the agent and the author, who can then add their two cents. This can have both good and risky effects. If the author loves the cover, fine and well. If not, it could turn into a battle. That is why I always insist that every contract include cover consultation for the author. But consultation is not final approval. That goes to the publisher. Why?
Well, because the author might have crazy ideas about what the cover should look like. And typically, the author has little to no experience in knowing what kind of cover will sell the book. This is not about what the author likes. It’s not about what the editor likes. It’s about what will sell the book. Publishers and sales departments have a lot of experience with that. But if they try to impose a cover on the author that the author really hates, they will work and try to accommodate the author’s wishes.
No one wants the author to be unhappy, but if the author is gamely shooting herself in the foot, they will try to shut it down. Ideas from the author are always welcome. And they are a good starting point. No one knows the book as well as the author, and sometimes covers can be little works of art.
To complicate matters, cover types go in and out of style. A mystery cover today will not look much like a mystery published 15 years ago. When you have a chance to look at vintage covers from the 30’s or 40’s, it’s a real trip into the past. Sometimes they are so ridiculously dated that they are hilarious. So in planning a new cover, the Art Dept. will look and see what’s out there. What is selling the best? What new trends are coming in? What is fading?
Booksellers are not shy about adding their opinions as well. There have been many cases when the head buyer of a major chain will state that they will order more books–if the cover is changed to their liking.
So if you see a book and you don’t like the cover, don’t blame the author. The author did not art direct that cover. Someone else did. And as always, the real test is the bottom line.
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