Fast Fashion Publishing?

What if we tried word of mouth instead of buzz

Talk to anyone in publishing, or hang out with groups of writers who are drafting their first books or hoping to get a book contract, and you quickly realize that most of the work that goes into promoting a book happens at least six to nine months before that book is available to buy. Bookstores and other large accounts place orders six months in advance; pre-publication trade reviews like Kirkus need to have advance copies of books at least six months in advance if they are going to review the book, which will (or not) guide those bookstores and libraries into placing those orders. Events are scheduled far in advance. Review outlets tend to book up many months in advance too: want your book to be considered by the New York Times Book Review? Then send them a copy of it at least six months before it publishes. “Buzz book” listicles—which increasingly important as so many places for book reviews spots have vanished — also cull their lists far in advance.

As a result, few people will …