The Airplane Factor

One reason the publishing industry, especially the business book category, has not collapsed is the existence of airplanes.

Consider:

1. Bored people read books during flights. Yes, there are those who stare at the seatback from take-off to landing (like Puddy in the Seinfeld episode), but a surprisingly large percentage (I’m guessing 28%) cannot stand the boredom or the movie choices and will crack open a book and read it for extended periods of time. This practice boosts sales.

2. Busy people write books at cruising altitude. Many business books are authored by frequent-flying executives, consultants, academics, and journalists. On the ground, their time is consumed by high-level conferences and world-class dining experiences. Thus, the only writing time they have is when their seat belt is securely fastened. More miles flown = more books written.

3. Cabin-based marketing works. Travelers take note of the books that other people are reading on airplanes. They carefully, if surreptitiously, evaluate the reader (does the person look worthy of emulation?) and then gauge that person’s reactions to what’s on the page. If both reader and facial indicators check out positively, it’s a possible ca-ching.

My dream is to sit down next to someone who is reading one of my books, and watch as they laugh, cry, and take notes. When we finally get to the dinnertime conversation and my seatmate asks, “What do you do?” I’ll point at the book and say, “That.”