Reading
Once, twice, maybe three times, the voice went out across the store. “Borders welcomes Matthew Lickona, who will read from his book, Swimming with Scapulars.” To no avail. I wanted to tell them to give it a rest already. That was the only really embarrassing moment - withouth the announcement, this was just a guy and some friends at a table, reading a book. But the announcement filled the store, letting everybody know that this was a public event, one they might care to attend. My boss-editor came with two of his daughters, bless him. And my wife, and my friends Canisius, Shawn, Kate, Mary, and Gary and his wife Maria. I read, recounting my struggles for these ten people I knew, trying not to notice as a couple of people sat down for a minute, then departed. We had a good chat, a few of them bought copies, and the manager was very kind. "You've sold twelve copies here so far. That's good. One person bought five copies. I've had nonfiction titles sell two in a whole year."
Something for the folks over at BookAngst101, the ones who wonder whether ads sell books. My boss gave me four full-page ads in the Reader, circulation 160,000, all of which mentioned the Borders signing prominently. Now maybe people just weren’t that interested in my book – that’s eminently possible. And maybe they were interested in the book but not in the reading – also possible. But still, something to consider. My boss also ran a reprint of the NYTBR rave that Judith Moore's Fat Girl got for several weeks, and that doesn’t seem to have helped much, either. "It's selling better in Kansas City," he remarked, and Kansas City is a much smaller metropolis than San Diego. (This should not be read as ingratitude to my boss. Four full-page ads was a tremendous gift, and I know it.)
My second reading was better. The owners of Cosmos Coffee, situated on my town's main drag, kindly kept their shop open late for me on a Sunday evening. More people came, including a few I didn't recognize. I read more; there were questions afterwards. Afterwards, we moseyed across the street to Maxwell's House of Books, an excellent used bookstore, and I signed a few books, answered a few more questions, and got buzzy on bubbly and Yellow Tail Shiraz. By the end, it was just me and Canisius (who is convinced that carpenters like himself are the best-read people in the world), the proprietor (a former carpenter) and his wife, and a Presbyterian pastor who was filling it at a local Methodist church. The talk eventually veered south, and I left with a copy of The Burden of Southern History, which I am enjoying very much. Easy to love a book that opens with a consideration of what Southern experience has to offer the rest of America - poverty instead of abundance, failure instead of near-constant success, a real struggle with genuine moral evil. (The essay was written mid-century, when the South was perhaps more curious about its distinctiveness.)
When Walker Percy was asked why the South had produced so many fine novelists, he answered, "Because we lost the war" - a very similar notion.

