It’s become one of the most important rites of passage in the book-publication process—more meaningful to some writers than a book party or book-cover reveal. For many authors, in fact, no book deal is complete until they’ve posted it.

It is the Publishers Marketplace book-deal social-media post, a screenshot of the charmingly retro-looking blurb from a publishing-industry trade website that announces the details of an author selling their book.

Search for “Publishers Marketplace” on Instagram or X or Threads and you’ll find hundreds upon hundreds of examples. The authors who are sharing deal announcements represent almost every genre: children’s lit, grown-up thrillers, BookTok-influencer bisexual rom-coms, and all points between. Some posts are pretty minimal—the screengrab, a caption, perhaps a touch of winking irony to deflect from appearing too braggy. Others are unabashedly earnest in their enthusiasm, comporting the anachronistic typeface of Publishers Marketplace into new-media forms: dancing around it enthusiastically in a TikTok green screen, posting it alongside baby photos of themselves. (“My entire life has been about reaching my unreachable dreams,” reads one.)

Authors have built their own galaxies of exalted cultural meaning out of the Publishers Marketplace deal-announcement screengrab—perhaps even more now, in an environment where anyone can self-publish independently. A significant number of Americans claim that they someday want to write a book. A commonly cited New York Times opinion piece from 2002 pegs it at upwards of 80 percent; more recent polling found that “more than half” of Americans have an idea for a novel. A deal is irrefutable evidence of the closest thing to employment that a would-be author can achieve. It’s proof that the novel they’ve been working on for years hasn’t just been a hobby; now it’s officially a job (though sometimes a job barely begun—deals can be made on the basis of a sample chapter).

Once the rarefied air of authorial status has been attained, today’s “Publishers Marketplace Official” writers (that’s the going phrase on social media) can safely perform the ad hoc public role of The Author online. Some even share their own Publishers Marketplace–themed fan merch. Custom mugs seem especially popular; at least one publishing company, Avid Reader (a division of Simon & Schuster), offers a Publishers Marketplace–screengrab mug as part of its new-author welcome package.

Social media is ostensibly a form of publicity, a way to generate buzz for a book. But the deal post likely does very little to move copies. David Black, the founder of the eponymous New York literary agency known for representing hundreds of authors across genres, points out that many publication dates are usually years away from deal announcements. “In terms of sales,” he told me, “the impact is not great.” The post, instead, has become the visual icon of the modern literary era, an illustration of the anxieties, expectations, and terminal onlineness of being an author today.

Publishers Marketplace has been in business since the early 2000s, a literary-world counterpart to trade publications such as Variety and The Hollywood Reporter, which have covered film- and TV-industry business dealings for the past century or so. Today, the Bronxville, New York–based book-market site, billed as “essential” daily reading, operates with a modest crew of just five full-time employees. Every year, it announces about 14,000 unique book deals, which can be accessed using a $25-a-month membership model (popular with professionals in the field, such as agents and editors, who use it to monitor the publishing industry in real time), or a $10 “Quick Pass” that lasts 24 hours—ideal for those who just want to access and screenshot their own deal announcement once.  

Every book deal—whether the humblest indie or the industry-shaking eight-figure multibook contract with international rights—is formatted the same way: The book’s title is listed in a large font on top, followed by the name of the author(s), the publisher, and then a single paragraph containing essential information about the book in question, including the names of the agent and acquiring editor. Industry professionals are fluent in its secret language, which can include terms such as good deal and very good deal to indicate the range of dollar amounts offered for each book as an advance payment. As with a tombstone in the mergers-and-acquisitions business, there is an insider lingua franca that casual followers wouldn’t know.  

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For many authors and their social-media followers, such nuances matter less than the fact that a deal was secured at all. In the early days, typically agents with a Publishers Marketplace subscription would take a screenshot and share it with authors, who would place it on Facebook or what was then Twitter. Today, Instagram appears to be the dominant platform (despite Publishers Marketplace itself having no active presence on the app). Michael Cader, who founded Publishers Marketplace, said the staff is aware of the importance the site has gained on social media. In 2020, the company even started offering a ready-made “screengrab” click option that produces a version of a deal-announcement image for posting with a single click. “We know some authors think of it as a mark of arrival,” he told me, “and we are honored to be able to help them memorialize and share their achievements.”

I spoke with multiple writers working in diverse genres about the phenomenon, and they were, let’s just say, a bit reticent about describing posting habits. Asking writers about what they do on social media is like asking someone whether they color their hair or are taking Ozempic—the details can feel embarrassing, even if the behavior itself is commonplace.  

One of the top posts I saw on Instagram for Publishers Marketplace is this one by June CL Tan, an international best-selling author of contemporary young-adult fantasy novels, including Darker by Four. She told me that “Publishers Marketplace Official” really does have meaning as the first time that a book enters the public sphere. Trying to sell a book can take years, and the timing varies from author to author, project to project—and “many, if not most, authors suffer from imposter syndrome,” she said. “Seeing the screengrab or the announcement on Publishers Marketplace does feel more official, as it can act as evidence that the deal is really happening.” The journalist Jason Diamond, who announced the sale of his first novel in April, told me the post also externalizes what otherwise can feel like an isolating endeavor. “I don’t want to sound like a sad bastard,” he told me, “but being a writer can be a very lonely profession.”

Deep down—or not even that deep down—people also see the post as a kind of status symbol, a “club jacket,” as various people told me. “Writing a book is really fucking hard,” Black said. “For some people, this kind of announcement is helpful because it carves out their place in the world.”

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I’m convinced that the website itself, largely unchanged since the early 2000s, is the secret sauce to this whole thing: The naive, disarming, Web 1.0 charm of the Publishers Marketplace screengrab cuts through the ambient friction of our extremely online 21st-century lives, arriving as something rare, authentic, and complete. Though verily the modern publishing industry is changing—and self-publishing on Amazon and other platforms is thriving—many authors are still attached to the markers of success that they remember from the pre-digital era. They’re chasing the feeling they get the first time they see their very own book at the library, in airport bookshops, on newspaper best-seller lists—things that they remember about the books they grew up reading. The post’s old-fashioned look is a dopamine hit to an author’s heart: What could be more tethered to tradition than the act of writing a novel, an art form that first became broadly popular in the 19th century?

The post is, of course, also a utilitarian initiation into what it means to be an author online—that is, self-promotional. Today’s writers are ever more expected to turn themselves into brands. Noah Galuten, a James Beard Award–winning cookbook author (we share an agent), told me that he finds something “very performative” about the post. Yet it’s also, simply, what is required in today’s market. “Cynically, if I see someone posting that, I don’t know—it seems a little thirsty,” Galuten said. “But if I do know you, then I’m happy for you … Like, what else am I supposed to post? A picture of myself cheering or signing a contract like an athlete?” Though the Publishers Marketplace post may not directly correlate to sales, it is a practical place to start the self-marketing journey, to make consumers out of followers.

Which gets at what really makes the post such a big deal: So many people claim to be working on a book, but getting paid for it matters. It’s what turns a writer into an author.

Or so authors like to think. “After you make this post, what then?” Black, the agent, said. “You still have to do the work.” After all, once the deal’s procured, the book must still be edited; sometimes it hasn’t been finished yet. But even if that next great American novel you so cheekily shared via screengrab fails to materialize—well, you might have to pay back the advance. Online, though, you’ll still always be Publishers Marketplace Official.