New York Sun columnist David Blum examines the case of Joshua Ferris's first novel, Then We Came to the End, which garnered ecstatic reviews, has sold 50,000 copies in hardcover, scored a movie deal with HBO, yet still failed to crack the bestseller lists.
The problem? If you believe Blum, at least part of it has to do with the book's title:
~It's easy to blame the bookstores, or the heinous overlords of newsprint, for the problem. But publishers, and even authors, deserve a little of the blame — especially when they pretend that marketing doesn't matter. In the case of Little Brown and Mr. Ferris, some attention to the novel's cumbersome title might have helped. Was "Then We Came to the End" really the best title for this wonderful novel? I doubt it. By allowing his impossible-to-remember title to remain on the book, everyone involved willfully ignored the pragmatic truths of the 2007 literary marketplace: Sometimes the catchier title wins. It's no coincidence that the cleverly-titled "Heyday" sold better, even though it's hard to believe any readers preferred Mr. Andersen's self-conscious artifice over Mr. Ferris's heartfelt tour de force.~
Personally, I don't find Ferris's title all that difficult to remember; it's certainly more manageable than some unweildy monstrosities I can think of.* But we do live in an era where shorter, faster, and catchier are unequivocally better, where novels have their titles chopped or changed by the Hollywood mill, so perhaps Blum has a point. Ferris's novel is set in an office, so why not just call it The Office? Simple.
What? ... Oh, it is? You don't say.
*The Persecution and Assassination of Jean-Paul Marat as Performed by the Inmates of the Asylum of Charenton Under the Direction of the Marquis de Sade, perhaps?