A change in perspective on blurbs

Why authors are reconsidering the tradition of blurbing in the publishing industry.

Illustration by Aelitta Andre

By Sarah Oktaviany

Maybe we all reached the tipping point at the same time. Last week, Sean Manning, the publisher of Simon & Schuster’s flagship imprint, made the announcement that the publishing house would no longer “require” authors to procure blurbs for their books. This move came just weeks after I had shared on my own Substack that I was taking a break from blurbs for at least two years—a decision that resonated with many authors, some of whom have made a similar choice or wished they could.

For those unfamiliar with the concept, blurbing is a tiresome process where authors ask each other for complimentary words to feature on the covers of their new books. In return, they are expected to read and provide blurbs for other authors' works. The term itself originated in 1907, when a fictional character named Belinda Blurb praised a book on its cover. More than a century later, we’re all still caught in this loop, and perhaps, we’ve become part of the joke.

Early career obligations and growing frustration

At the start of my career, I made it my duty to write at least twice as many blurbs as I received. Over time, this number has ballooned to about 20 times the number I’ve gotten in return, and for a long time, I was happy to do it. However, three specific events made me reconsider my involvement.

The first factor was a personal decision: 2023 was going to be the year I focused on protecting my time. My intention was to blur next to nothing. Yet, despite my best efforts, I ended up with 18 books to blurb in just the summer and fall months. That’s when I realized I needed to adopt a hard “no blurbs” policy. Once I made an exception, it felt like I was opening the floodgates to a never-ending stream of requests.

The cost of blurbing for friends

The second issue arose when I received a blurb request for a friend. This was someone I genuinely admire, someone who had done something kind for me in the past. I agreed to help, even though it was an extremely busy period in my life. Writing the blurb meant I had to sacrifice time I would have spent working on my own book. I ended up spending nearly 12 hours over several days reading my friend’s book to write the blurb.

When the book was published, I was disheartened to find that my blurb didn’t appear on the cover. Instead, it was relegated to the book’s Amazon page. The publisher had overextended themselves with too many blurbs, and mine was cut in the final stages. This experience made me rethink how I allocate my time and whether blurbing is worth the effort, even for friends.

The struggle to balance time for personal reading

Finally, in the past year, I’ve found myself with little time to read for pleasure. I had planned to read works in translation, a project inspired by my late father, a linguist and translator. However, I managed to read only two books on my list throughout the entire year. Each time I tried to dive into the Eritrean novella I had planned to read, I was reminded of the blurbs and other commitments that needed my attention.

The importance and pitfalls of blurbs

Despite these frustrations, I understand the significance of blurbs, and I will never begrudge those who ask for them. Blurbs matter, and they matter not just to readers but to the broader publishing ecosystem. Reviewers who receive early copies of books take note of blurbs, as do radio show bookers and booksellers deciding how many copies to order. In the context of prize juries, blurbs can also push a book to the top of the list when jurors are sorting through hundreds of titles.

As a reader, I pay attention to blurbs for a few key reasons. They give me insight into the type of book I’m about to read. A novel praised by Salman Rushdie and Colson Whitehead will likely differ significantly from one praised by Stephen King and Louise Penny. Similarly, blurbs from respected professionals help assure me of the credibility of a nonfiction book, particularly if a respected physician endorses the author’s advice.

However, many blurbs don’t offer much beyond telling me which literary circles the author runs in or which prestigious institutions they’ve been a part of. A debut novel praised by a well-known author may simply indicate that the writer attended an M.F.A. program at Columbia University, which offers little to no insight into the actual quality of the book.

The truth behind the blurbing process

Here’s the dirty secret: many authors haven’t read the entire book they are blurping. Some may have only made it through five-sixths of the book before the blurb is due and, rather than risk disappointing the writer, they go ahead and write something positive. I’ll admit I’ve done this myself. However, this approach comes with risks—what if the final pages of the book take an unexpected turn, veering into controversial or problematic territory? Suddenly, the blurb is forever linked to a book that may not represent what the blurber originally endorsed.

I’ve also heard stories of authors who barely glance at a book before writing a blurb or even ask the author to write the blurb for them. Sometimes, blurbs are more about flattering the author than actually describing the book itself. For example, a blurb may read, “Writey McWriteyface is a keen observer of our modern world,” which tells the reader nothing about the book.

Blurbing: A labor of love or necessity?

As Sean Manning pointed out, blurbing is a substantial amount of labor, not just for those seeking blurbs, but for those providing them. It’s not just about finding the time to read, which can be challenging for slow readers like me—it’s also about writing something meaningful and avoiding clichés. There’s also the constant task of responding to requests, which can feel like a full-time job in itself. By the fall of 2023, I was receiving between five and 10 requests a week, and many authors are likely facing far greater demand.

Blurbs may be here to stay

Despite Simon & Schuster’s recent announcement, blurbs are not going away anytime soon. In a world where well-written blurbs still matter, every author, agent, and editor will continue to bend over backward to secure them.

Historically, blurbs were reserved for debut novels or early works, and established authors could often get by with a collection of praise for previous works or a prominent photo. Nowadays, however, even best-selling authors need blurbs to stay competitive in the marketplace. While a handful of literary giants may bypass blurbs, most authors still seek them out.

As for me, will I be procuring blurbs for my next novel? Absolutely. Because, despite the challenges, blurbs still play a crucial role in book promotion. And because, like so many others, I’ve already paid the price for them.