NEW YORK — As she anticipates her estranged uncle’s return to the White House, Mary Trump isn’t expecting any future book to catch on like such first-term tell-alls as Michael Wolff’s million-selling “Fire and Fury” or her own blockbuster, “Too Much and Never Enough.”
“What else is there to learn?” she says. “And for people who don’t know, the books have been written.”
For publishers, Donald Trump’s presidential years were a time of extraordinary sales in political books, helped in part by Trump’s legal threats and angered tweets. According to Circana, which tracks around 85% of the hardcover and paperback market, the genre’s sales nearly doubled from 2015 to 2020, from around 5 million copies to around 10 million.
Besides books by Wolff and Trump, other bestsellers included former FBI Director James Comey’s “A Higher Loyalty,” former national security adviser John Bolton’s “The Room Where it Happened” and Bob Woodward’s “Fear.” Meanwhile, sales for dystopian fiction also jumped, led by Margaret Atwood’s “A Handmaid’s Tale,” which was adapted into an award-winning Hulu series.
But interest has dropped back to 2015 levels since Trump left office, according to Circana, and publishers doubt it will again peak so highly. Readers not only showed little interest in books by or about President Joe Biden and his family — they even seemed less excited about Trump-related releases. Mary Trump’s “Who Could Ever Love You” and Woodward’s “War” were both popular this fall, but neither has matched the sales of their books written during the first Trump administration.
“We’ve been there many times, with all those books,” HarperCollins publisher Jonathan Burnham says of the various Trump tell-alls. He added that he still sees a market for at least some Trump books — perhaps analyzing the recent election — because “there’s a general, serious smart audience, not politically aligned in a hard way,” that would welcome “an intelligent voice.”
“It’s like the reboot of any hit TV show,” says Eric Nelson, publisher and vice president of Broadside Books, a conservative imprint of HarperCollins that’s released books by Jared Kushner, Florida Gov. Ron DeSantis and Trump Cabinet nominees Pete Hegseth and Sen. Marco Rubio. “You’re not hoping for ratings like last time, just better ratings than the boring show it’s replacing.”
Conservative books have sold steadily over the years, and several publishers have imprints dedicated to those readers. Publishers expect at least some critical books to reach bestseller lists — if only because of the tradition of the publishing market favoring the party out of power. But the nature of what those books would look like is uncertain. Perhaps a onetime insider will have a falling out with Trump and write a memoir, like Bolton or former Trump attorney Michael Cohen, or maybe some of his planned initiatives, whether mass deportation or the prosecution of his political foes, will lead to investigative works.