The contribution made by The Giller Prize to Canada’s writers, publishers and readers is well-known. The impact on sales for the winning novel (even for books on the short list) is so dramatic that it has its own term: “The Giller Effect”.
Yet that might not have happened, without an outrageous gamble 25 years ago.
I was there. To be precise, I was in the room with Avie Bennett, the Chairman of McClelland & Stewart, where I was the Publisher, when we had a very, very tough decision to take.
It was the first year of Jack Rabinovitch’s interesting new prize. We were glad that he had decided to launch the Prize, and we looked forward to the fine evening Dinner.
Avie and I were both going to be there, since several of our books were among the five finalists. But we had no idea if the Giller was going to be just a pleasant Toronto social event. Or if, possibly, it might prove to be a very effective way of selling books.
(It’s fair to say here that neither Avie nor I would have predicted even half of the impact that the Giller Prize has proved to have on sales in our bookstores.)
Our problem revolved around one of the finalists, M.G. Vassanji’s novel THE BOOK OF SECRETS.
Unlike the other M&S contenders for the Prize, we did not have a good supply of copies. In fact, if the book were to win the Prize, we would not be able to meet any demand for it that rose in the bookstores. Even worse,if we delayed a reprint, while the book was being re-printed, which would take weeks, the book would be “out of stock”, and any surge of popular interest would be flattened. “Come back in two weeks” is not a good line for a bookseller.
So we had a major problem with THE BOOK OF SECRETS.
To make matters worse, the book had come out in the Spring. So in the bookselling world it was an “old” book. It had had its day. And as a Spring title, by the November Giller Prize Dinner it was being returned to our warehouse.
So, in these circumstances, Avie and I knew that if the book did NOT win, it would not lead to any further sales from our warehouse. At best, the fact that the book had been short-listed might slow down the rate of returns, a little.
So for us to reprint in these circumstances, before we knew if it had won, was a horrendous commercial risk. In effect, we knew that WE WOULD NOT SELL A SINGLE COPY OF THE REPRINT.
On the other hand, IF THE BOOK WON, AND WE WERE OUT OF STOCK FOR WEEKS we would be dealing a death blow to the hopes that The Giller Prize might lead to dramatic sales of the winning book.
So, after anguished debate, Avie took the bold decision to reprint (I believe 7,500 copies). We both knew that every single copy we printed would moulder in the warehouse if the Giller Prize went to one of the other four contenders.
So, that year, Avie and I were sweating blood through our fancy dinner jackets as the evening culminated with the words, “And the winner is……..M.G. Vassanji’s THE BOOK OF SECRETS!”
Afterwards , Avie and I were asked what we felt when this M&S book won the Prize, and we both said” Relief!”
And indeed the reprinted books flew out of the warehouse, so that we had to reprint again and again. And we helped to establish “The Giller Effect”.
On the 25th anniversary, it’s a very proud memory. Well done, Jack! Well done,Avie.!