Literary magazines are not very popular these days.
That might seem like bad marketing in the pages of a literary magazine; it doesn’t reflect the sort of positive self-promotion a PR firm might recommend. That’s because we are a literary magazine and don’t make enough money to hire a PR firm that could stop us from talking about this.
There’s a tension, not just in literature but in other art like movies and music, between “pop” creations and highbrow art. One the one hand there are the action movies, the thriller novels, and the shallow songs with a contagious beat. On the other hand there are what are often called “indie” movies, books and films that have small, devoted and almost always insufferably snobby audiences.
On the one hand, fans of pop art seem to feel that if they don’t get an adrenaline rush, a shot of pure entertainment, it’s not worth their while. And art snobs seem to feel that if bands or writers make it big, their art must not be very good. Otherwise, why would so many dumb ordinary people appreciate it? This may be one reason why, if an indie band becomes successful, it is invariably accused of “selling out,” and its fans go find another band with an exclusive group of fans who are the only ones who “get it.”
On the literature side, it sometimes seems that the most praised works of writing are those that are dense, difficult to understand, and have almost zilch entertainment value. The characters are unlikable, their adventures are uninteresting, and the genius of the piece is bound up in the “lens” through which it views the world; the artists and their uniqueness then become the focus. This is not objectionable to the artist, of course, but it can be very boring for everyone else.
It seems that artists have lost their way. On the one hand, we have immensely talented people creating works that are technically very skillful, but not really that appealing or interesting (think John Updike). If a piece flops, it’s convenient, and less painful for the artist to blame the audience. Those poor plebes — I’m just too good for them to appreciate.
And on the other hand we have works that are thrilling and catchy, but not skillfully done (a good half of everything you’ll find in a bookstore, by a generous estimate).
We’re all used to the movie critics who slam films that don’t meet their high standards but inexplicably draw huge crowds. Maybe these critics would get more respect if they also tore apart works that are technically well done, full of artistic genius and soul, but virtually unwatchable.
Great art does not have to be popular, of course. There are many reasons for a creative work to never become famous — the editor wouldn’t publish it, the agent didn’t think any radio stations would be interested, the artist kept it in her attic and never tried to get it published, and so on. But some art deserves to be unpopular.
The artist’s goal should be a creation that is skillfully done, interesting, enjoyable, and meaningful. If the Sacred Cow and other literary magazines publish such pieces, we might be able to stop moaning about how nobody likes good literature anymore.