Nonfiction bookselling is an unforgiving place. If you want to publish your research, you either have to convince a publisher that there's a market for it and tailor your output to the lowest common denominator, or publish academically where maybe a few dozen people will see it at best. The middle ground is going with a tiny independent press – even a vanity press – and hoping your book finds the people who are into the subject enough to appreciate something detailed and esoteric, with no marketing budget. This is where the real nerd gold is, but it's hard to source, often our of print, and with no economies of scale, expensive.

David M. Wilson, great-nephew of Our Bill, has been putting together books on Antarctic history – most, but not all, having to do with his predecessor – and these are full of stuff you will not find anywhere else. In order not to compromise on content or depth, he's published through a one-person outfit in the West Country which, aside from the digital printing, operates in roughly 1998. Sales are slow; neither of them are on social media and the books are too esoteric for most bookshops to stock.

David is currently working on the latest in his Illustrated series, and it's the big one – Terra Nova. Because of his unique connections with institutions and expedition families worldwide, it's going to be an assemblage of images that you likely haven't seen before – the whole point of it is to fill the gaps in the visual record, and oh boy there's some good stuff in there. (I have been occasionally consulting on Guy IDs and I can vouch for this.) But his publisher is hemming and hawing about his previous Illustrated books not selling well. Obviously Terra Nova Illustrated is going to be the most successful of the bunch (at least until he comes out with Endurance) but in order to give his publisher a little more confidence it would be great to shift some of the backlist.

As I am on social media, I offered to signal boost a link to the online shop, but whoa the website is terrible and that may explain why they're not selling anything. I have now taken the trouble to take you to the shop pages for each individual book, and also link you to new and used copies on World Of Books, which is kind enough to kick a little back to the author even on used copies. They also have a slightly more modern website.

Shipping in A.D. 2025 is not making anything easier, but polar fandom is a cooperative bunch, and it may be possible for multiple people in one country to group their orders and divide the combined shipping. This ought to work out cheaper for everyone than each person individually paying full price to ship from the UK.

Read Write Own (subtitle: "Building the Next Era of the Internet") is a monumentally unconvincing hymn to the blockchain. As Molly White writes in her scathing review, the book is full of undisclosed conflicts of interest, with Dixon touting companies he has a direct personal stake in:

https://www.citationneeded.news/review-read-write-own-by-chris-dixon/

But this book's defects go beyond this kind of sleazy pump-and-dump behavior. It's also just bad. The arguments it makes for the blockchain as a way of escaping the problems of an enshittified, monopolized internet are bad arguments. White dissects each of these arguments very skillfully, and I urge you to read her review for a full list, but I'll reproduce one here to give you a taste:

After three chapters in which Dixon provides a (rather revisionistd) history of the web to date, explains the mechanics of blockchains, and goes over the types of things one might theoretically be able to do with a blockchain, we are left with "Part Four: Here and Now", then the final "Part Five: What's Next". The name of Part Four suggests that he will perhaps lay out a list of blockchain projects that are currently successfully solving real problems.

This may be why Part Four is precisely four and a half pages long. And rather than name any successful projects, Dixon instead spends his few pages excoriating the "casino" projects that he says have given crypto a bad rap,e prompting regulatory scrutiny that is making "ethical entrepreneurs … afraid to build products" in the United States.f

As White says, this is just not a good book. It doesn't contain anything to excite people who are already blockchain-poisoned crypto cultists – and it also lacks anything that will convince normies who never let Matt Damon or Spike Lee convince them to trade dollars for magic beans. It's one of those books that manages to be both paper and a paperweight.

And yet…it's a New York Times Bestseller. How did this come to pass? Here's a hint: remember how the Scientologists got L Ron Hubbard 20 consecutive #1 Bestsellers?

As Jordan Pearson writes for Motherboard, Read Write Own earned its place on the Times list because of a series of massive bulk orders from firms linked to A16Z and Dixon, which ordered between dozens and thousands of copies and gave them away to employees or just randos on Twitter:

https://www.vice.com/en/article/n7emkx/chris-dixon-a16z-read-write-own-nyt-bestseller

The Times recognizes this in a backhanded way, by marking Read Write Own on the list with a "dagger" (†) that indicates the shenanigans (the same dagger appeared alongside the listing for Donald Trump Jr's Triggered after the RNC spent a metric scientologyload of money – $100k – buying up cases of it):

https://www.nytimes.com/2019/11/21/books/donald-trump-jr-triggered-sales.html

There's a case for the Times not automatically ignoring bulk orders. Since 2020, I've run Kickstarters where I've pre-sold my books on behalf of my publisher, working with bookstores like Book Soup and wholesalers like Porchlight Books to backers when they go on sale. I signed and personalized 500+ books at Vroman's yesterday for backers who pre-ordered my next novel, The Bezzle:

https://www.flickr.com/photos/doctorow/53531243480/

But there's a world of difference between pre-orders that hundreds or thousands of readers place that are aggregated into a single bulk order, and books that are bought by CEOs to give away to people who may not have any interest in them. For the book trade – librarians, reviewers, booksellers – the former indicates broad interest that justifies their attention. The latter just tells you that a handful of deep-pocketed manipulators want you to think there's broad interest.

I'm certain that Dixon – like me – feels a bit of pride at having "earned" a new first name. But Dixon – like me – gets something far more tangible than a bit of egoboo out of making the Times list. For me, a place on the Times list is a way to get booksellers and librarians excited about sharing my book with readers.

For Dixon, the stakes are much higher. Remember that cryptocurrency is a faith-based initiative whose mechanism is: "convince normies that shitcoins will be worth more tomorrow than they are today, and then trade them the shitcoins that cost you nothing to create for dollars that they worked hard to earn."

In other words, crypto is a bezzle, defined by John Kenneth Galbraith as "The magic interval when a confidence trickster knows he has the money he has appropriated but the victim does not yet understand that he has lost it."

So long as shitcoins haven't fallen to zero, the bag-holders who've traded their "fiat" for funny money can live in the bezzle, convinced that their "investments" will recover and turn a profit. More importantly, keeping the bezzle alive preserves the possibility of luring in more normies who can infuse the system with fresh dollars to use as convincers that keep the bag-holders to keep holding that bag, rather than bailing and precipitating the zeroing out of the whole scam.

The relatively small sums that Dixon and his affiliated plutocrats spent to flood your podcasts with ads for this pointless 300-page Ponzi ad are a bargain, as are the sums they spent buying up cases of the book to give away or just stash in a storeroom. If only a few hundred retirees are convinced to convert their savings to crypto, the resulting flush of cash will make the line go up, allowing whales like Dixon and A16Z to cash out, or make more leveraged bets, or both. Crypto is a system with very few good trades, but spending chump change to earn a spot on the Times list (dagger or no) is a no-brainer.

After all, the kinds of people who buy crypto are, famously, the kinds of people who think books are stupid ("I would never read a book" -S Bankman-Fried):

https://www.washingtonpost.com/opinions/2022/11/29/sam-bankman-fried-reading-effective-altruism/

There's precious little likelihood that anyone will be convinced to go long on crypto thanks to the words in this book. But the Times list has enough prestige to lure more suckers into the casino: "I'm not going to read this thing, but if it's on the list, that means other people must have read it and think it's convincing."

We are living through a golden age of scams, and crypto, which has elevated caveat emptor to a moral virtue ("not your wallet, not your coins"), is a scammer's paradise. Stein's Law tells us that "anything that can't go on forever will eventually stop," but the purpose of a bezzle isn't to keep the scam going forever – just until the scammer can cash out and blow town. The longer the bezzle goes on for, the richer the scammer gets.

Not for nothing, my next novel – which comes out on Feb 20 – is called The Bezzle. It stars Marty Hench, my hard-driving, two-fisted, high-tech forensic accountant, who finds himself unwinding a whole menagerie of scams, from a hamburger-based Ponzi scheme to rampant music royalty theft to a vast prison-tech scam that uses prisoners as the ultimate captive audience:

https://us.macmillan.com/books/9781250865878/thebezzle

Patrick Nielsen Hayden – the same editor who gave me my new first name – once told me that "publishing is the act of connecting a text with an audience." Everything a publisher does – editing, printing, warehousing, distributing – can be separated from publishing. The thing a publisher does that makes them a publisher – not a printer or a warehouser or an editing shop – is connecting books and audiences.

Seen in this light, publishing is a subset of the hard problem of advertising, religion, politics and every other endeavor that consists in part of convincing people to try out a new idea:

https://pluralistic.net/2021/07/04/self-publishing/

This may be the golden age of scams, but it's the dark age of publishing. Consolidation in distribution has gutted the power of the sales force to convince booksellers to stock books that the publisher believes in. Consolidation in publishing – especially Amazon, which is both a publisher and the largest retailer in the country – has stacked the deck against books looking for readers and vice-versa (Goodreads, a service founded for that purpose, is now just another tentacle on the Amazon shoggoth). The rapid enshittification of social media has clobbered the one semi-reliable channel publicists and authors had to reach readers directly.

I wrote nine books during lockdown (I write as displacement activity for anxiety) which has given me a chance to see publishing in the way that few authors can: through a sequence of rapid engagements with the system as a whole, as I publish between one and three books per year for multiple, consecutive years. From that vantagepoint, I can tell you that it's grim and getting grimmer. The slots that books that connected with readers once occupied are now increasingly occupied by the equivalent of the botshit that fills the first eight screens of your Google search results: book-shaped objects that have gamed their way to the top of the list.

https://www.theguardian.com/commentisfree/2024/jan/03/botshit-generative-ai-imminent-threat-democracy

I don't know what to do about this, but I have one piece of advice: if you read a book you love, tell other people about it. Tell them face-to-face. In your groupchat. On social media. Even on Goodreads. Every book is a lottery ticket, but the bezzlers are buying their tickets by the case: every time you tell someone about a book you loved (and even better, why you loved it), you buy a writer another ticket.

Meanwhile, I've got to go get ready for my book tour. I'm coming to LA, San Francisco, Seattle, Vancouver, Calgary, Phoenix, Portland, Providence, Boston, New York City, Toronto, San Diego, Salt Lake City, Tucson, Chicago, Buffalo, as well as Torino and Tartu (details soon!).

If you want to get a taste of The Bezzle, here's an excerpt:

https://www.torforgeblog.com/2023/11/20/excerpt-reveal-the-bezzle-by-cory-doctorow/

And here's the audiobook, read by New York Times Bestselling Author Wil Wheaton: