Last fall, while reporting Esquire’s “Future of Books” predictions, I asked industry insiders about trends they’d noticed in recent years. Almost everyone mentioned that debut fiction has become harder to launch. For writers, the stakes are do or die: A debut sets the bar for each of their subsequent books, so their debut advance and sales performance can follow them for the rest of their career. For editors, if a writer’s first book doesn’t perform, it’s hard to make a financial case for acquiring that writer’s second book. And for you, a reader interested in great fiction, the fallout from this challenging climate can limit your access to exciting new voices in fiction. Unless you diligently shop at independent bookstores where booksellers highlight different types of books, you might only ever encounter the big, splashy debuts that publishers, book clubs, social-media algorithms, and big-box retailers have determined you should see.

BookTok—er, TikTok—is still considered the au courant emergent platform, but unlike Instagram and Twitter before it, publishers can’t figure out how to game the algorithm. “It’s a wonderful tool, but it’s an uncontrollable one,” Lucas says. As opposed to platforms like Twitter and Instagram, on which authors can actively post to establish a following, the runaway hits of BookTok (see: The Song of Achilles) grew from influencer videos.

These days, “in order to get exposure, you have to make the kinds of content that the platform is prioritizing in a given moment,” Chayka says. On Instagram, that means posting videos. Gone are the days of the tastefully cluttered tableaux of notebooks, pens, and coffee mugs near a book jacket; front-facing videos are currently capturing the most eyeballs. “A nonfiction author at least has the subject matter to talk about,” Chayka says. (Many nonfiction writers now create bite-size videos distilling the ideas of their books, with the goal of becoming thought leaders.) But instead of talking about their books, novelists share unboxing videos when they receive their advance copies, or lifestyle videos about their writing routines, neither of which convey their voice on the page. Making this “content” takes time away from writing, Chayka says: “You’re glamorizing your writer’s residency; you’re not talking about the work itself necessarily.”

“Energy tends to attach itself to wherever energy is already attached,” Lucas says. “Fewer debuts have a chance of really breaking through the noise in this climate, because all of the energy attaches itself to the ones that have made it past a certain obstacle.” In some cases, the energy starts building as early as when a project is first announced.

Because staff publicists at publishing houses must split their workload among several authors, there is an expectation that an author will now spend untold hours working as their book’s spokesperson.

The agent at the talent firm describes a “one strike and you’re out” mentality, with some authors getting dropped by their agents if their debut doesn’t sell well.

But one positive development amid this sense of precarity is the rise of the literary friendship. “On social media,” Isle McElroy wrote for this magazine in September, “writers are just as likely to hype their peers as they are to self-promote: linking where to buy books, posting photos of readings, and sharing passages from galleys.” There is now an all-ships-rise mentality among authors at every career stage, but particularly among first-time novelists. Now networks of writers are more important than ever.

When it was time to ask other writers for blurbs for The Volcano Daughters, Balibrera had friends who were excited to boost the book, but she could also rely on other writers who remembered her from Literati. “There was goodwill built up already,” Gibbs says.

The cover immediately sets Ways of Seeing apart from its contemporaries, the book itself begins on the cover. Rather than creating a conventionally appealing cover, Hollis chose to bypass this tradition entirely, instead placing the text and an image from the start of the first chapter straight onto the front, just beneath the title and authors name. This directness has a link with the television series, mimicking how the first episode began with no preamble or title sequence, Berger got started immediately, drawing the audience in with his message rather than any distractions.

Another link to Berger’s presenting style is Hollis’ choice of typeface, bold Univers 65 is used for the body copy throughout, in an attempt to achieve something of the captivating quality of Berger’s voice.

The layout also employs large indents rather than paragraph breaks, something of a Hollis trademark. But this mirrors how Berger had presented on television, there was little time wasted with atmospheric filler shots or long gaps in speech, the message was key and continuous.

The key reason that Ways of Seeing has become iconic as a piece of book design is how it dealt with text and image: the two are integrated, where an image is mentioned in the text it also appears there. Captions are avoided where possible. When unavoidable they are in a lighter weight of type and run horizontally, so as not to disrupt the text. Images are often set at the same width as the lines of text, or indented by the same amount, this democratises the text and image relationship. Occasionally works of art are cropped to show only the pertinent details. All of these features are a big departure from the art books of the time which usually featured glorified full page colour images, often in a glossy ‘colour plate’ section in the middle, completely distanced from where the text refers to them.

Design is not used for prettifying, or to create appeal, rather it is used for elucidating, to spread his message or get his point across as clearly as possible. Be it a point about art and politics, art and gender, the ethics of advertising, the human experiences of a rural GP, or economic migrants in Germany — the design is always appropriate to what Berger wants to say, but does so economically without redundancy.

Even in Portraits: John Berger on Artists published by Verso in 2015, Berger insisted on black and white reproductions, arguing that: “glossy colour reproductions in the consumerist world of today tend to reduce what they show to items in a luxury brochure for millionaires. Whereas black-and-white reproductions are simple memoranda.”

the images in the book “illustrate the essentially dialectical relationship between text and image in Berger’s work: the pattern in which an image shapes a text, which then goes on to shape how we understand that image.”