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The Subway Test

~ Joe Pitkin's stories, queries, and quibbles regarding the human, the inhuman, the humanesque.

The Subway Test

Tag Archives: marketing

I Wish I Knew How It Would Feel to be Free…of the Car

18 Saturday Feb 2017

Posted by Joe in Advertising, Journeys, The Ideal Vehicle

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British Petroleum, Chester Lampwick's rocket car, Ford, greenwashing, marketing

I’ve seen the Ford Company’s Super Bowl commercial a few times now–Google has determined that I’m part of Ford’s target demographic when I choose a Philip Glass or Gerald Finzi piece to listen to on YouTube. There’s a shout-out here to electric cars, to new car-sharing economic models, to bike sharing, and to self-driving vehicles–all trends that Ford seems to be trying to get out in front of. And it all plays out over Nina Simone’s “I Wish I Knew How It Would Feel to be Free,” one of the most beautiful and spiritual songs in American popular music. I have to say it’s a remarkable ad, even though Google doesn’t seem to know how much I dislike driving and how unlikely it is I’ll ever buy a new car as long as I live:

Or maybe that’s the point. Ford seems to be selling its brand here to people that don’t consider themselves drivers, or at least not typical drivers. It’s too early yet for me to say whether this particular piece of corporate propaganda is simple greenwashing–think British Petroleum’s laughable “Beyond Petroleum” campaign that aired in the months before the ecological crime they perpetrated with the Deepwater Horizon spill. Is it possible that Ford is really positioning itself as part of the solution to climate change, energy scarcity, air pollution, traffic gridlock–that is, all the problems that Ford hath wrought over the last 100 years?

It’s not impossible to imagine Ford remaking itself for a new transportational reality. Electric cars and self-driving cars are still cars, and Ford seems better-positioned to create them, if they want to, than many other companies trying to enter those markets. It’s a little harder for me to see how car-sharing and bike-sharing fit with the business model of Ford or any extant motor company: the whole idea behind vehicle sharing is that fewer people overall will buy cars. But I suppose there are smart people in Detroit trying to see how they could monetize car sharing in a way that beats out Uber and Lyft–perhaps the Ford of the future will be a massive car (and bike?) owner, a kind of Netflix of vehicles, renting out cars to drivers at a price that makes car ownership seem silly.

A corporation, whether Ford or BP, is an amoral kind of organism designed to do nothing more  than maximize value for shareholders, in the same way that an amoeba is designed to eat rotting organic material until it’s big enough to split, amorally, into two amoebas. I wouldn’t call Ford’s move in these new greener directions a sign of Ford’s goodness, any more than BP’s greenwashing was a sign of corporate evil. Both corporations are just trying to make money for shareholders, and Ford is better positioned to handle the changes coming its way than British Petroleum has been. Solar power and wind power are entirely different industries than petroleum extraction; BP is no better positioned to enter the solar power market than Nike or Coca-Cola are.

And to be sure, Ford hasn’t transformed itself–the ad seems more aspiration than reportage. The ad slips in a decent amount of legerdemain, as when this supposedly green, forward looking new company cuts to a shot of the GT tearing along the freeway with all the subtlety of Chester Lampwick’s rocket car from The Simpsons. But the ad has beguiled my attention in spite of, or perhaps because of, my distaste for the driving experience. If a car company can do that, it’s a pretty neat trick.

A Tiny, Imaginary Rubicon

30 Monday Jan 2017

Posted by Joe in HPIC, Musings and ponderation, My Fiction, Stories

≈ 2 Comments

Tags

books, fantasy, Harry Potter, Lloyd Alexander, marketing, publication, Richard Adams, self-publication, Ursula Le Guin, YA fantasy

Some years ago I wrote a young adult fantasy novel called Stranger Bird. That book was my attempt to recreate for my young daughters some of the feeling I had reading fantasy literature as a boy.

I hope and believe I have accomplished that much. But whatever other hopes I nursed for Stranger Bird–publication, a wider readership, a little money–have been a fool’s errand: after the coming of Harry Potter and the Harry Potter Industrial Complex (HPIC), YA fantasy thoroughly changed (mostly, though not in every way, for the better). I wrote Stranger Bird to harken back to an older style of fantasy, more mythical, perhaps a little darker: the Earthsea books of Ursula K LeGuin, Richard Adams’ Watership Down and Shardik, the Prydain series of Lloyd Alexander.

For whatever reason, I haven’t been able to find a publisher for a book like that today. Maybe Stranger Bird just isn’t very good. However, I have several indications that the book hasn’t been rejected on the basis of its lack of literary quality. A couple of times the manuscript got to the desk of the head editor of the house, and one small house did in fact offer to publish it if I would change the style of the book (the changes were a bit much for me, so I declined). I’ve gotten some good external validation of my other work, stories that I consider no better than Stranger Bird: 15 of my stories have been picked up for publication;  my work has been anthologized five times; I’ve picked up nice reviews in Locus and SFRevu and elsewhere.

It’s even fair to say that I started writing fantasy and science fiction short stories to try and gin up a name for myself that would attract the attention of an agent for Stranger Bird–the big publishing houses won’t look at anything not represented by an agent (I was late learning that it’s generally harder to find an agent than a publisher). And yet, after trying with seven publishing houses and 23 agents, I’ve not been able to sell Stranger Bird on my own terms.

I realize now that I’ve been too snooty, and too squeamish, about self-publishing.

My goals are modest. I’ll state them here: I want 100 readers for Stranger Bird. I’m willing to work to find them. And I’m willing to work to make them feel special. Any more than 100 readers will be gravy–I will consider the whole business enterprise a success if I can get 100 people to read the book.

I don’t know yet what I will call my imprint. And I know I have a lot to learn about the business end of publishing–that’s a side of things I have little talent for and almost no experience with.

But I’m committed. A couple of weeks ago I turned in my bio for my next story publication (a John Demetrius story called “Proteus,” appearing in Analog soon), and at the bottom of the bio I added a line I’ve never used before: his YA fantasy novel Stranger Bird will be appearing this year. It felt good, and it felt scary, to add that line. Keep watching this space; I’ve crossed a tiny, imaginary Rubicon.

 

Reading in Hood River!

23 Monday Jan 2017

Posted by Joe in Journeys, My Fiction, Science Fiction, Stories

≈ 1 Comment

Tags

fantasy, marketing, readings, sci-fi

My Bloggish Friends:

I’m happy to invite you to a reading I’m giving at the beautiful AniChe Cellars tasting room in Hood River, Oregon. AniChe Cellars has dolled up an old Depression-era bank at 301 Oak Street in Hood River, well worth seeing. Come taste some ridiculously good wine in ridiculously scenic Hood River while I read a ridiculous story or two.

Saturday, January 28, at 5:00–I’d love to see you!

Happy Birthday to The Subway Test

05 Monday Dec 2016

Posted by Joe in A Place for my Stuff, Journeys, Musings and ponderation, My Fiction, Stories

≈ 2 Comments

Tags

birthdays, marketing

I’ve been sojourning two years now in the blogosphere. And slowly, very slowly, I believe I’m getting the hang of it. “Getting the hang of it,” in my case, means writing more and more what interests me, on the schedule that interests me, rather than trying to use blogging to present myself to the world as some kind of up-and-coming writer, or as a hauntingly original voice about to break through, or some other kind of self-promotional folly.

I’m happy to be here, happy to be publishing a story every once in a while, happy to share insights when they come to me. Thanks for reading, friends.

On the Election of Donald J. Trump

14 Monday Nov 2016

Posted by Joe in Musings and ponderation, Politics

≈ 4 Comments

Tags

demagoguery, marketing, racism

Like so many folks, I have felt dazed and heartbroken about the election of Donald Trump to the presidency. I’ll speak plainly: while I believe the United States will survive this demagogue, no president has been a greater threat to the republic than Trump will be. Ever since Plato, political scientists have recognized that the greatest danger to democratic forms of government was demagoguery: and, in his cynical and phony populism, in his breezy dishonesty, in his breathtaking appeals to xenophobia and racism, Donald Trump is the most demagogic person ever to have been elected president of the United States.

SelfAwarePatterns, a WordPress comrade I admire, has posted a very thoughtful reflection on Trump’s win. He notes that while racists and nativists have helped to elect Trump, it does not follow that all—or even most—of Trump’s supporters are racists and nativists. Indeed, at least some of the people who voted for Obama in 2008 and 2012 came to support Trump in 2016. To ridicule these voters, to call them racists and haters or dupes, is to mistake the nature of Clinton’s loss and to further alienate those voters whom Clinton failed to reach.

While I don’t think that analysis tells the whole story, there is much to agree with here. I’ll start by saying that nothing good will come of trying to ridicule Trump voters. A huge part of Trump’s appeal came from his understanding that millions of Americans feel ridiculed already, feel looked down-on by liberal coastal elites. Trump’s harping on “the rigged system,” his invitation to rally-goers to heap abuse on the button-down liberals sitting in “the press pen,” were ways of blaming working class people’s losses on the kind of people that stereotypically vote for Hillary: those smug, expensively educated NPR listeners whose life is a kind of running Portlandia sketch.

Of course, Trump doesn’t just blame rich liberals for the problems with middle America; he blames Mexicans, “welfare takers,” Muslims. His racism and nativism are far more troubling because he can hurt and bully those target populations so much more easily. It’s the racism of these positions that has convinced many on the left that Trump’s voters must also be racists.

Doubtless some of them are.  Other Trump supporters, I’m sure, are troubled to some degree by Trump’s attitudes and statements, but not enough to consider his racism a disqualifying factor for his candidacy. Still others have been convinced that Trump’s xenophobic positions are the correct ones, even though they could have been convinced otherwise, and perhaps were convinced otherwise by Barack Obama. Are all of these stances equally blameworthy?

Perhaps approaching the problem from a different angle would yield better results. Years of teaching at a community college have taught me that ridiculing a person for their choices marks the end of all dialog. If I believe my choice for president is a better, saner, more moral choice than Donald Trump, I can’t hope to convince anyone of that by shaming them and telling them how stupid they are, as though I have some special insight into stupidity.

However, we can and must critique the system of racism: we can work to help working class whites see that their economic interests align with working class people of color, that modern racism is not some natural human state but rather a conscious political strategy. Racism is in fact a relatively recent political program, designed during the colonial American period by economic elites to divide and conquer the dispossessed that lived here: black slaves, white indentured servants, landless white tenant farmers, Native Americans. A white indentured servant in colonial America may be landless, may be exploited, may be helpless to resist the depredations of creditors and masters and landlords, but he could believe at least that he was better off than a slave or an Indian.

Of course people of color are the primary victims of this control strategy, just as they will suffer disproportionately in this Time of Troubles. All of us who consider ourselves allies have to work together to provide safe havens where we can and to bear witness.

But working class whites do not escape the system of racism without injury. To the extent that working class whites have been bamboozled by elites to believe that their problems are caused by the marginalized, powerless other, rather than by the elites themselves, they too have been made victims. They may escape the brutality and savagery that has been visited on immigrants and people of color—indeed, working class whites will often be the perpetrators of that brutality—but working class whites are lashing out at their own victimization: the hollowing out of their towns, the loss of the dignity of work, the replacement of main streets with pill mills and payday loan shops.

Muslims and Mexicans are not to blame for that victimization. Hillary Clinton is not to blame either, though Trump actually made a fair critique that Clinton represents an investor class which does bear some responsibility for the offshoring of jobs and the decimation of main street. That may be the only fair critique Donald Trump has made in his life.

Those who were convinced that Donald Trump is a regular guy, that he is somehow not part of that controlling elite himself, will perhaps fare better than immigrants and Muslims. But the voters of Wisconsin and Michigan and Pennsylvania that elected him won’t fare well: Donald Trump and his gang of goons are predators. Someday, perhaps in two years or four years or 24, there will be an opportunity to drive them out again. I hope when the opportunity comes we take it, and we have an honest conversation about racism. Not racists, but racism.

A Modest Reboot

17 Thursday Mar 2016

Posted by Joe in A Place for my Stuff, Welcome

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Tags

anonymity, marketing, that strumpet Fame

I had dinner with a friend a couple of weeks ago who mentioned how much she likes the blog posts I send her way. But, she said, she wasn’t sure who was the author of these posts. That was when I realized that perhaps I’ve been overly anonymous on this blog.

So, at last, the picture on the avatar is me (I was a methane molecule for Halloween last year). My name is on the title. To be honest, I feel a little uncomfortable with my name in little lights like that. But I suppose it’s fair, if I want people to read my work, to let people know who I am.

Writerly Updates

04 Thursday Feb 2016

Posted by Joe in My Fiction, Stories

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John Demetrius, marketing, Quixotry, sci-fi, that strumpet Fame, writing practice

It’s a gas to hear that Tom Dooley’s awesome and quixotic Eclectica Anthology Kickstarter was a rousing success and the books are coming out! True to my style as a writer, I’ll be in the Speculative Edition.

Closer to home, I finally got my newest story, “Proteus,” out the door to an editor. Maybe he’ll take it, maybe not, but it feels good to have new work going out.

An Anthological Appeal!

04 Monday Jan 2016

Posted by Joe in My Fiction, Stories

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"best of" anthologies, marketing, sci-fi, that strumpet Fame

Happy New Year, gentle readers!

As many of you know, my work will be coming out in three anthologies over the next few months: Rich Horton’s The Year’s Best Science Fiction and Fantasy and Gardner Dozois’ The Year’s Best Science Fiction; both of them are anthologizing my story “The Daughters of John Demetrius.”

ECLECTICA LOGO

 

The third of the anthologies is a different case: in honor of its 20 year publishing history, Eclectica magazine is publishing an anthology of the best speculative fiction to appear there–including my story “Better than Google.”

Eclectica’s publisher, Tom Dooley, is hoping to move beyond the print-on-demand market and actually place the book in bookstores. To that end, he has a Kickstarter campaign to gin up support. If you are a fan or a generous well-wisher, please consider contributing!

The part that blows my mind is that Eclectica is a magazine that has been published online since 1996. I was getting on the internet using a 14,400 baud modem back in those days. Eclectica was some of the best literature around, all at 14.4 kilobytes (yes, kb) per second.

I’ve still been sitting through a dry spell with my new material–it’s been several months since I’ve had a new story picked up. But keep watching the skies–I’ll have more stories out soon.

 

Building Worlds

05 Saturday Dec 2015

Posted by Joe in Dungeons and Dragons, Musings and ponderation

≈ 2 Comments

Tags

fantasy, maps, marketing, mythopoesis, sci-fi, utopia

When I was  in sixth grade, I made a map out of my imagination. I drew it in colored pencils on six pieces of graph paper which I connected with masking tape, so that I could fold it like a codex or some mystical road map. While I’ve largely forgotten what it looked like, I remember that I had drawn a continent which clustered around an inner sea, a dragon-infested Mediterranean. The land was divided into kingdoms and empires, a crazy-quilt of realms filled with Dungeons and Dragons creatures, which is to say filled with a Lord of the Rings-fanboy descendants of Tolkien’s elves and dwarves and orcs.

map_of_earthsea

A Map of Earthsea, by Liam Davis, after Ursula Le Guin

 

What first drew me to fantasy and science fiction as a reader, and as a gamer and as a writer, was the world building. I’m reminded of the words of a friend’s son who said that you can tell if a book is going to be good if there’s a map at the beginning of it. When I read fantasy as a kid, I could put up with a lot of weak writing–poor characterization, wooden dialogue, tedious exposition–if there was a map in the book that represented a world that I would want to exist.

And yet, a map is also judged by its verisimilitude. Middle Earth, Earthsea, The Hyborian Age all drew me in with their plausibility: however oddly shaped the continents, those drawings seemed like maps of the actual world from a much earlier time, or a map of what might be the world. A map with no connection to a world that the reader does know is a useless map.

That’s the tricky thing about world building. There is no building a truly new world, untethered from any human world. Every map we draw, every pantheon of ancient deities we imagine for a game world or a novel, is a variation on a theme that was laid down in the real world. The Shire looks a lot like rural England. Earthsea is an imagined Bronze Age for the San Juan Islands. Gormenghast is the drama of a noble English house played out in Beijing’s Forbidden City. The City in Little, Big is New York City. The challenge with such world-building is to arrange these oddly-lensed realities into a world which seems totally distinct.

There’s a tension in fantasy and science fiction–as there is with all art–between the craving for the new and the comfort of the familiar. Audiences long for the new world, that giddy disorientation that comes from reading of an unfamiliar hero or a far country and knowing that these people and places fit into a coherent world that the book is slowly uncovering. But readers also crave the comfort of recognition, in the original sense of the word recognize: to know again. That is, readers are still happy to pay for something that reminds them of Lord of the Rings or Alice in Wonderland, no matter how many others complain about how much derivative fiction is out there. A book with a map that looks something like the real world is far likelier to appeal to readers than a book with a map of a totally new place, a place so different as to be unrecognizable. But some, thank goodness, can’t rest until they find the totally new place.

 

 

Anthologies to Watch For

23 Monday Nov 2015

Posted by Joe in My Fiction

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Tags

anthology!, marketing, sci-fi

I may be having trouble getting my new work picked up for publication, but I got news yesterday that my already-published work will be coming out in two different anthologies. Gardner Dozois has decided to pick up “The Daughters of John Demetrius” for The Year’s Best Science Fiction #33, and Tom Dooley will be using “Better than Google” in Eclectica Magazine’s 20th anniversary speculative fiction anthology. Seriously, there’s an online magazine celebrating its 20th anniversary next year.

I’ll post more particulars as the dates approach–thanks for reading!

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