Her editorial choices reflected her belief that books could provoke thought and foster critical discourse. Her assumption, one that would persist through the years, was that a good editor could collaborate with the author to produce a book that revealed a writer’s individual achievement alongside the book’s more general efforts to shift perspectives. The nonfiction books she edited during these years foreshadowed her interest in publishing books that engage directly with social and cultural reorientations. Far from a disparate hodgepodge, those early books helped craft an editorial identity that positioned her as a serious professional, as one with a gift for helping authors on her list render complex and uncomfortable topics more legible, and as one committed to using her role as a tool for social change.

Morrison took risks publishing voices some deemed marginal and, by extension, challenged Random House to remain true to its legacy of prioritizing artistry and quality over market trends around the same time publishing conglomerates had begun to drift toward privileging commercial viability above all else.

If Morrison used the publication of Tales at Doubleday as a point of note, its early low sales numbers could hurt her case. Unqualified impudence was the approach in the end. Bambara had a track record for selling books, she was a talented writer who had well-crafted stories published in reputable venues, and she was willing to accept a small advance. The latter point was crucial. The publisher had nothing to lose, Morrison argued, and everything to gain. If the collection did well, financially or critically, it would be a win. If it did not, the loss would be so minor that the opportunity to add Bambara to Random House’s roster of authors would offset the loss. No one could argue with this rationale. By then end of the week, the contract was being drafted, even though every publisher, including Random House, was reticent, if not obstinate, about offering a writer a contract for a short story collection.

9. The Extraordinariness of Ordinary Black Womanhood

While Morrison had counted on Chase-Riboud’s personality to help sell the book, Chase-Riboud belatedly declared that she wanted to sell the book exclusively on its merits. She desperately wanted to avoid the fate of the artist who had to “tap dance for prizes and coverage.” When she lamented that “even coveted things like the Yale poetry prize has [sic] no meaning because its value is blurred because of its commercial value,” Morrison shot back:

I don’t understand what you are saying about holding a firm line between the work and the publicity. I hope you are right that people who like the work will “do things” for it without being asked— that would relive us entirely of doing anything at all other than manufacturing it— but it is probably not a good idea for us to take that risk. We have to think of all sorts of anonymous people walking into a book store and wanting to buy the book for some reason— one reason I can give them is that they have heard or read about it. . . . I must also try to get booksellers to put in [sic] on their shelves and they will do that for one of two reasons: Random [House] says so or they too have heard about it. So. What is that but publicity?. . . . This is a commercial house historically unenchanted with 500 slim volumes of profound poetry that languish in stockrooms.

Importantly, The Greatest was financially successful. In addition to the Literary Guild serial sale, the firm also sold serial rights to several major outlets, including Book Digest, Newsweek, The New York Times, Playboy, and Rolling Stone. Disappointingly though, it did not make the American bestseller lists. While it was on the large chain bookstore B. Dalton’s list for several weeks, the bookseller’s list was different from a general readers’ list. That list was made up of sales at places like Scribner’s, Brentano’s, or Double-day, the stores that reported to the bestseller list. The Greatest sold more than ninety-four thousand copies from its first printing but largely at places where Black people bought books, none of which were among the standard booksellers whose sales were counted. In this sense, the disconnect between the actual number of books sold and the way reporting declared books bestsellers helped Random House see how inherent biases made it impossible to rely on reported information to determine non-white groups’ interests and book-buying tendencies. Morrison’s point that well-done so-called “Black books” that received the right kind of marketing and promotion could sell as well as any other books had been made yet again. She did not need the validation of a bestseller list to prove it.

If the book did well, it would be because of his brilliance, she joked. If it failed, it would be because she was an “idiot editor.” In short, he should worry less about the jacket and focus more on getting reviews, feature articles, television appearances, radio shows, and news stories so he could promote the book. The publicity team would help, but he could recommend friends and colleagues who might give him book parties or places to read from the book or to give lectures about it. She implored him to trust that she would do everything in her power to help the book be a success.