If you are a normal human being, you are likely seeking ways to achieve immortality. Some people paint, sing, or build structures. Others run for high office, become soldiers, athletes, clergy, or teachers, hoping to be remembered for a while. Many ordinary people have children, which is a surefire way to achieve a kind of immortality.
Warren Kinsella, a journalist and author, writes for a living. Some of his work is mediocre, some is decent, and some he wishes he could erase. Currently, he is promoting a book titled The Hidden Hand: The Information War and the Rise of Antisemitic Propaganda, published by Penguin Random House. The 334-page book features a spiffy cover design and is selling reasonably well.
The Changing Landscape of Book Promotion
Kinsella reflects on how the book-flogging business has evolved, largely due to changes in journalism. When he started in 1992, newspapers had fat classified sections, automobile sections, and dedicated book sections with editors. Publishers would pay for authors to travel across the country for interviews. Book agents would drive them to appearances. Getting on Barbara Frum's TV show or Peter Gzowski's radio show could guarantee strong sales.
Today, Kinsella notes that he hasn't been invited by the broadcaster that employed Frum and Gzowski, possibly because his book criticizes that network for platforming antisemitism. However, he has appeared on Global, CTV, Bell Media, and various radio stations, as well as newspapers in Israel and the United States. Most book promotion now occurs over the phone or via Zoom; authors rarely travel to push their books.
Book Sales Remain Strong
Despite these changes, book sales are robust. In 2022, nearly a billion dollars worth of books were sold in Canada. By 2025, print sales alone reached $1.15 billion, not including e-books or audiobooks, which also sell extremely well. Fiction, especially romance, and children's books are particularly popular. Most books are purchased by readers for themselves, while about 12% are bought as gifts.
Canadians are increasingly buying books at independent bookstores, which account for about one in five sales. Indigo remains the largest player and is highly profitable.
The Quest for Immortality
Kinsella concludes that if you want to be immortal, you can have a child, climb a mountain, create a masterpiece, or cure herpes. Alternatively, you can write a book—or better yet, read one. It might just reveal the secret of immortality.
Kinsella's book, The Hidden Hand: The Information War and the Rise of Antisemitic Propaganda, is available from Penguin Random House.
