This story has been all over the news lately: British novelist Carole Matthews accepts payment from Ford Motor Company in exchange for having her hip main character drive a Ford Fiesta. They were loving this story on NPR, too. There is a pretty obvious knee-jerk response to this sort of thing: that it sullies the world of books, that even our hallowed bookshelves are being invaded by corporate sales pitches. But before we get hysterical, let’s take another look at this. The book in question, The Sweetest Taboo, bears the tagline: “Is nothing sacred?” and its cover is a giant shopping bag. So the main character trades in her VW for a Fiesta. So what. I’m sure she’s still wearing Fendi, drinking Starbucks, and eating biscuits. Matthews might as well get paid for all this product placement. It’s not as though this is Saul Bellow we’re talking about here. We should just expect, as a culture, that the literary equivalent of Spiderman 2 will include this sort of merchandising and move on. Speaking of which… after I’m done writing this, I think I’m going to have a nice big bowl of Cheerios (the official breakfast cereal of The Millions), and I’ll wash it down with a nice, cold Michelob Ultra (the official low carb beer of The Millions). Aaahhh refreshing.
The Los Yorker
And here’s an interesting story for all the disgruntled Californians who are tired of New Yorkers looking down their noses at them: the Villiage Voice reports that more Californians read New Yorker magazine than New Yorkers. To me, it’s not a question of which coast is more culturally significant, it’s that the national media should recognize that Los Angeles in particular represents the future of this country. The small segment of this city that gets all the press, Hollywood, is not, by far, the most compelling thing about Los Angeles. LA is important because of the huge immigrant population and because legislation that starts in Sacramento inevitably filters across the country. It doesn’t surprise me in the least to see how many Angelenos read the New Yorker. When I was told, soon after I began working at the book store, that Southern California is the country’s largest book market, I was very surprised, but having been in the middle of it, I see that it is true. The entertainment industry takes the scrutiny off of other aspects of LA. While the media is focused on premieres and award shows, hundreds of book clubs and readings and other literary events abound unnoticed and unsullied by the press. It’s a rather interesting phenomenon. As for the New Yorker, I have indeed noticed that they have been writing about California recently, but if I could suggest something to David Remnick it would be that he run more pieces in the vein of the one about the LA River a few weeks back and fewer pieces about Hollywood. Even better: someone should start a New Yorker-style magazine that’s all about Los Angeles.