In John Thompson’s Merchants of Culture, he makes a number of observations about the importance of brand-name writers which could easily be applied to the growth of academic celebrities within scholarly publishing. From pg 212-214
Brand-name authors are important for two reasons: first, their sales are predictable, and second, they are repeaters. Their sales are predictable because they have readerships that are loyal to them. Readers become ‘fans’ of a particular writer, or of a series of books by a particular writer, and they want to read more. The publisher can therefore count on a market that is to some extent captive, and the sales of the author’s previous books become a good guide to the sales of the author’s next book. If the author’s career is developing satisfactorily, the publisher can count on cumulative growth: each new book will sell more than the previous one, and the overall trajectory will be a steadily climbing curve. In a world where so much frontlist publishing is a crapshoot, predictability of this kind is a gift.
Brand-name authors are also repeaters. They write a book a year, or maybe a book every two years. This means that the publisher with a number of repeaters can plan their future programme with much more accuracy and reliability than a publisher who is relying on the normal hit-and-miss business of frontlist trade publishing. They know when each of their repeaters will deliver and they can plan their publishing strategies for each author and each book in order to maximize their sales potential –each year a new hardcover, which is subsequently relaunched as a trade or mass-market paperback, etc. The regular, predictable output of repeaters enables the publisher to build the author’s brand over time, feeding new books into the marketplace at regular intervals to maintain the interest and loyalty of existing fans and to recruit new readers. It also enables the publisher to build the backlist, since the better known the author is, the more valuable his or her backlist will tend to be, as new and existing fans turn to earlier books in order to sate their appetite for their favoured author’s work. So the publisher with brand-name authors wins on both fronts: predictable frontlist hits that can be turned into staple backlist titles.