The name of a writer can affect their book's popularity. Photo: Getty
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What’s in a name? How a writer’s name can make or break the popularity of their work

A book’s popularity can depend on its author’s name – and the more memorable, the better. 

There are a number of prerequisites writers are usually told to acquire for their books or novels to grab people’s attention in a crowded marketplace – an eye-catching title, a good opening line. But perhaps another is something they have slightly less leeway with. I’m thinking of their name.

Of course, nobody is stuck with the name they are given at birth, and writers can get by without shedding theirs in real life –– readers over the world might love the books of W G Sebald but to his friends he was and always will be Max Sebald. Writers and many others have long taken pseudonyms to overcome what they might have perceived as social obstacles –– the Brontës and Georges Sand and Eliot taking on male monikers; Margarita Carmen Casino taking her mother’s maiden name to become Rita Hayworth and escape being typecast as a Latina; the Jewish movie stars who took on more “ethnically ambiguous” names such as Danny Kaye, Kirk Douglas or Tony Curtis.

Others simplified their names for the public in an adopted country – Józef Konrad Korzienowski to Joseph Conrad; Wilhelm Albert Vladimir Apollinaris de Kostrowitzky to Guillaume Apollinaire; Swedish director Viktor Sjöström produced his Hollywood work under the name Victor Seastrom. It has also become increasingly common for literary writers such as John Banville and Julian Barnes to write crime fiction under pseudonyms (an example that J K Rowling has followed in her new incarnation as Robert Galbraith), something many “career” crime writers have scorned.

The reasons for such changes are usually pragmatic, born of hard-nosed economic logic, but there is also a liberating potential for some writers to write under different guises – the various heteronyms of Brian Ó Nuallain (Flann O’Brien, Myles na Gopaleen, Brother Barnabas, George Knowall) all produced stylistically distinct work; Fernando Pessoa went so far as to conceive intricate biographies for his various alter egos (Bernardo Soares, Ricardo Reis, Alberto Caiero and Álvaro de Campos, among many others) as well as giving them recognisably different authorial voices.

By and large though, evidence would appear to show that most people prefer to publish, make films, produce art and so on under their own name. It might be a matter of pride or simply because it never occurs to them that they might change it to another. So what of those writers, actors and others who persist with their birth name, regardless of whether it might already be ‘taken’ (unlike David Bowie, for instance, who came to be known as such because he didn’t want to be mixed up with David Jones of The Monkees)? Do they get lost in the mix? In the past, it might have been an advantage to give yourself as “normal” a name as possible but today you might not really want to be one of those people whose name on Wikipedia appears next to the word “disambiguation”. 

Geoff Dyer is finding himself being shadowed, in a manner akin to Poe’s William Wilson, by another Geoff Dyer, the Financial Times’ Beijing bureau chief, whose books on contemporary China have no doubt snared a few unsuspecting buyers on Amazon. David Cloud Atlas Mitchell has, on at least one occasion, been represented in a broadsheet newspaper by a photo of David Peep Show Mitchell. Dyer and Mitchell are sufficiently successful not to have been damaged by the confusion. Still, circumstances can change. Who now remembers the American writer Winston Churchill – three years Sir Winston’s senior – who was one of the world’s best-selling novelists of the early twentieth century?

Personally, I have to admit I am guilty of neglecting writers on account of their names being just a little too ordinary. It took me a long time to get around to James Salter and George Saunders and I shamefully ignored the late Mavis Gallant’s work because her name, for some reason, conjured up the image of country parsonages and village fetes. It took best-selling John Green’s zany Flavorwire videos for me to pay attention to him because his name just blended into the background too much.

It’s one thing if you are getting a lot of press from the off – even then, if one is called Smith, it’s surely better to be a Zadie than a Jenny – but if you are relying, like most writers do, on word of mouth and exposure in bookshops and libraries, an ordinary name might not be the one you want. While China Miéville’s success is fully merited from a literary point of view, having a stand-out name has probably never harmed him either. A writer by the name of Peter Jones or Tom Jenkins is going to have a much harder time being remembered.

Still, that level of familiarity would be something that foreign-language writers trying to break into the English-speaking market would kill for. Selling writers in translation in English-speaking countries is often a slog so having a foreign-sounding name most likely puts one at a disadvantage, even if "Günther Grass", "Javier Marías" and "Andrei Makine" are all fairly humdrum names in those writers’ native lands.

There do exist people like me who tend to sit up and pay attention when the writer’s name is something foreign-sounding, and the stranger, longer, or shorter it is, the better. Having special diacritics like carons, tildes, umlauts or those strokes though the O that appear in Scandinavian languages wins extra marks. Judging by the sales of literature in translation though, people like myself are a small minority.

Personally, I have been blessed with a name that is, even in Ireland, rare enough but not too hard to pronounce. If anything, it is neither exotic enough to scare off the culturally conservative nor mundane enough to be confused with anyone else. But that’s not to say that I, or any other man writing books, will be forever safe from the perils of ‘nomenclatural discrimination’.

Male readers are known to be reluctant to read books by women. Female readers tend to be far less discriminating on the basis of an author’s gender. It is in the best interest of us male writers that female readers’ greater open-mindedness will hold, given they constitute the majority of readers of fiction. It wouldn’t do for a man to have to start disguising himself under a female pseudonym in order to sell books, would it?

Oliver Farry is an Irish writer, journalist and translator living in Paris.

KEVIN C MOORE
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Notes from a small island: the fraught and colourful history of Sicily

Sicily: Culture and Conquest at the British Museum.

When a gun was fired a hundred metres or so from the Sicilian piazza where we were eating, my reaction was to freeze, fall to my knees, and then run for cover in a colonnade. As I peered back into the square from behind a column, I expected to see a tangle of overturned chairs and china but I watched instead as the freeze-frame melted into normality. I retrieved my shoe from the waiter.

I should not have been surprised by how coolly everyone else handled what I was inclined to call “the situation”. The Sicilians have had 4,000 years in which to perfect the art of coexistence, defusing conflict with what strikes outsiders as inexplicable ease, rendering Sicily one of the most culturally diverse but identifiable places on the planet. Still, having visited “Sicily: Culture and Conquest” at the British Museum, I feel vindicated. There may be no Cosa Nostra in this exhibition, which charts the island’s history from antiquity to the early 13th century, but that doesn’t mean there is no simmering conflict. Like Lawrence Durrell, who described Sicily as “thrown down almost in mid-channel like a concert grand” and as having “a sort of minatory, defensive air”, I felt the tension beneath the bliss that has characterised Sicily for many centuries.

The “barbarians”, wrote the Greek historian Thucydides, moved to Sicily from Iberia (Spain), Troy and Italy before the Phoenicians and Greeks settled there in the 8th century BC – the time of Homer, whose Odyssey provided a useful guide to some of the more threatening features of the landscape. The giant, sea-lying rocks off the east coast were the boulders that the one-eyed Polyphemus hurled at Odysseus’s ship; the phrase “between Scylla and Charybdis” referred to the Strait of Messina that divides Sicily from the mainland; Lake Pergusa, in the centre of the island, was the eerie spot whence Hades snatched Persephone and carried her down to the underworld.

It is a delight to behold the British Museum’s case full of terracotta figurines of Persephone, Demeter and their priestesses, some of thousands uncovered across Sicily, where the Greeks established the cult of these goddesses. The Phoenicians introduced their
own weather god, Baal Hammon, and the indigenous Sicilians seem to have accepted both, content that they honoured the same thing: the island’s remarkable fecundity.

The early Sicilians were nothing if not grateful for their agriculturally rich landscapes. As early as 2500 BC, they were finding ways to celebrate their vitality, the idea being that if the soil was fertile, so were they. On a stone from this period, intended as a doorway to a tomb, an artist has achieved the near impossible: the most consummate representation of the sexual act. Two spirals, two balls, a passage and something to fill it. The penis is barely worth mentioning. The ovaries are what dominate, swirling and just as huge as the testicles beneath them. We see the woman from both inside and out, poised on two nimble, straddling legs; the man barely figures at all.

Under the Greeks in the 5th century BC, it was a different story. Although many of Sicily’s tyrants were generous patrons of the arts and sciences, theirs was a discernibly more macho culture. The second room of the exhibition is like an ode to their sporting achievements: amid the terracotta busts of ecstatic horses and the vase paintings of wild ponies bolting over mounds (Sicily is exceptionally hilly) are more stately representations of horses drawing chariots. These Greek tyrants – or rather, their charioteers – achieved a remarkable number of victories in the Olympic and Pythian Games. Some of the most splendid and enigmatic poetry from the ancient world was written to celebrate their equestrian triumphs. “Water is best, but gold shines like gleaming fire at night, outstripping the wealth of a great man” – so begins a victory ode for Hiero I of Syracuse.

But what of the tensions? In 415BC, the Athenians responded to rivalries between Segesta and Syracuse by launching the Sic­ilian expedition. It was a disaster. The Athenians who survived were imprisoned and put to work in quarries; many died of disease contracted from the marshland near Syracuse. There is neither the space nor the inclination, in this relatively compact exhibition, to explore the incident in much depth. The clever thing about this show is that it leaves the historical conflicts largely between the lines by focusing on Sicily at its height, first under the Greeks, and then in the 11th century under the Normans – ostensibly “the collage years”, when one culture was interwoven so tightly with another that the seams as good as disappeared. It is up to us to decide how tightly those seams really were sewn.

Much is made of the multiculturalism and religious tolerance of the Normans but even before them we see precedents for fairly seamless relations between many different groups under the 9th-century Arab conquerors. Having shifted Sicily’s capital from Syracuse to Palermo, where it remains to this day, the Arabs lived cheek by jowl with Berbers, Lombards, Jews and Greek-Byzantine Sicilians. Some Christians converted to Islam so that they would be ­exempt from the jizya (a tax imposed on non-Muslims). But the discovery of part of an altar from a 9th-century church, displayed here, suggests that other Christians were able to continue practising their faith. The marble is exquisitely adorned with beady-eyed lions, frolicsome deer and lotus flowers surrounding the tree of life, only this tree is a date palm, introduced to Sicily – together with oranges, spinach and rice – by the Arabs.

Under Roger II, the first Norman king of Sicily, whose father took power from the Arabs, the situation was turned on its head. With the exception of the Palermo mosque (formerly a Byzantine church, and before that a Roman basilica), which had again become a church, mosques remained open, while conversion to Christianity was encouraged. Roger, who was proudly Catholic, looked to Constantinople and Fatimid Egypt, as well as Normandy, for his artistic ideas, adorning his new palace at Palermo and the splendidly named “Room of Roger” with exotic hunting mosaics, Byzantine-style motifs and inscriptions in Arabic script, including a red-and-green porphyry plaque that has travelled to London.

To which one’s immediate reaction is: Roger, what a man. Why aren’t we all doing this? But an appreciation for the arts of the Middle East isn’t the same thing as an understanding of the compatibilities and incompatibilities of religious faith. Nor is necessity the same as desire. Roger’s people – and, in particular, his army – were so religiously and culturally diverse that he had little choice but to make it work. The start of the Norman invasion under his father had incensed a number of Sicily’s Muslims. One poet had even likened Norman Sicily to Adam’s fall. And while Roger impressed many Muslims with his use of Arabic on coins and inscriptions, tensions were brewing outside the court walls between the
island’s various religious quarters. Roger’s death in 1154 marked the beginning of a deterioration in relations that would precipitate under his son and successor, William I, and his grandson William II. Over the following century and a half, Sicily became more or less latinised.

The objects from Norman Sicily that survive – the superb stone carvings and multilingual inscriptions, the robes and richly dressed ceiling designs – tell the story less of an experiment that failed than of beauty that came from necessity. Viewing Sicily against a background of more recent tensions – including Cosa Nostra’s “war” on migrants on an island where net migration remains low – it is perhaps no surprise that the island never lost its “defensive air”. Knowing the fractures out of which Sicily’s defensiveness grew makes this the most interesting thing about it. 

Daisy Dunn’s latest books are Catullus’ Bedspread and The Poems of Catullus (both published by William Collins)

“Sicily” at the British Museum runs until 14 August

This article first appeared in the 28 April 2016 issue of the New Statesman, The new fascism