My latest Locus column, “Why Should Anyone Care?” looks at a hard question that many people interested in self-publishing ignore: “Why should anyone care that you’ve got a book out?”

I get a lot of e-mail from writers starting out who want to know whether it’s worth trying to get published by major houses. The odds are poor – only a small fraction of books find a home in mainstream publishing – and the process can be slow and frustrating. We’ve all heard horror stories, both legit (‘‘Why is there a white girl on the cover of my book about a black girl?’’) and suspect (‘‘My editor was a philistine who simply didn’t understand the nuances of my work’’). And we’ve all heard about writers who’ve met with modest – or stellar – success with self-publishing. So why not cut out the middleman and go direct to readers?

There’s not a thing wrong with that plan, provided that it is a plan. Mainstream publishers have spent hundreds of millions of dollars over decades learning and re-learning how to get people to care about the existence of books. They often do so very well, and sometimes they screw it up, but at least they’re methodically attempting to understand and improve the process by which large masses of people decide to read a book (even better, decide to buy and read a book).

I firmly believe that there are writers out there today who have valuable insights and native talent that would make them natural successes at marketing their own work. If you are one of those writers – if you have a firm theory that fits available evidence about how to get people to love your work – then by all means, experiment! Provided, of course, that you are pleased and challenged by doing this commercial stuff that has almost nothing in common with imagining stories and writing them down. Provided that you find it rewarding and satisfying.

Cory Doctorow: Why Should Anyone Care?

Available for pre-order from today: The Great Big Beautiful Tomorrow, a PM Press “Outspoken Authors” chapbook, including my novella “There’s a Great Big Beautiful Tomorrow/Now is the Best Time of Your Life,” an essay, a transcript of my U of T iSchool talk on general purpose computing and regulation, and an exclusive interview with Terry Bisson. The paper book comes out on Nov 1, the PDF is available today, and other ebook formats will be available in about three weeks. I’ll be putting up a download site for the whole thing in November.

Here’s a two-part video interview that Ken MacLeod conducted with me earlier this week at the Edinburgh Book Festival for the ESRC Genomics Policy and Research Forum. We chatted gold farming, post-industrial manufacturing, For the Win, UK riots and social media censorship.