Harry who? A year after J.K. Rowling wrapped up the blockbuster Harry Potter saga, author Stephenie Meyer has booksellers almost ready to forget the brilliant young wizard. Her Twilight books, about the tangled relationship between a handsome vampire and an endearingly ordinary teenage girl, have become reliable smash hits. When Breaking Dawn, the last of the four-book series, comes out on Aug. 2, it's expected to surpass all her previous efforts, with an initial print run of 3.2 million copies.
Meyers success isnt due simply to her vivid imagination for vampire romance. She also figured out before almost anyone in the book industry how to connect with readers over the Internet and inspire them to build on her work. Since Meyer published the first Twilight book in 2005, she has reached out to readers on social networking sites, such as MySpace (NWS), and participated in online discussion groups. Fired-up fans have championed her books on Amazon.com (AMZN) and set up their own sites, such as Twilight Lexicon and TwilightMOMS. That has helped propel sales of the series to 7.5 million books. "Other authors have pockets of fans online, but nothing to this extent," says Trevor Dayton, a vice-president at Indigo, Canada's leading bookseller. "Stephenie Meyers Twilight series is the first social networking best seller."
Executives in the book industry have long understood that the Internet can help authors connect with fans, of course. Major releases are usually backed by author videos, a Web site, and interviews with influential book bloggers.
But Meyer, a 34-year-old mother of three from Phoenix, went well beyond standard marketing. She engaged with online readers to answer their most detailed questions about the star-crossed lovers, Edward Cullen and Bella Swan. She put up her own Web site, in addition to the one by her publisher, Little, Brown Books for Young Readers, posting her personal e-mail address and family photos. And with Little Brown's help, Meyer threw a real-life prom for her Net fans last year, drawing a huge crowd decked out in flowing vampire capes and fake leg casts in homage to the accident-prone Bella.
Meyer's readers have responded by creating an entire world of Twilight on the Web. Cousins Chris McElvogue and Georgina Tena launched Twilighters.org last year to discuss the books with other readers. Now their site follows every stitch of Twilight news, from plans for book release parties to gossip about the Twilight movie due out in December. The Internet is the best way to connect with other fans, says McElvogue. Twilight has grown into such a sprawling franchise that it has become difficult for Meyer, who declined to comment for this story, to stay as involved online as in the past.
Her success is a rare bright spot in the gloomy book industry. Book publishers have struggled for years as Americans turn to other forms of entertainment, from cable TV to video games. Publishers have responded by cranking out ever more new titles, hitting 411,422 last year, up from 247,777 in 2002, according to researcher R.R. Bowker. Yet industry revenues, at $41 billion, are barely growing.
With hits increasingly rare, many book publishers suffer from boom and bust cycles. Most major houses live and die by the blockbuster, says Michael Norris, analyst with researcher Simba Information. A publisher's revenue may be up 10% one year and down 10% the next, depending on the performance of just one or two books out of thousands. Scholastic pulled in $240 million from its Harry Potter franchise in the first quarter after the release of Deathly Hallows last summer but saw that figure drop to a mere $10 million in the most recent quarter.
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