What does the label "bestseller" tell readers about a book? That label generally evokes high expectations for the quality of the novel and the enjoyment that the reader will experience from it. However, a common misconception is that popularity and success of best-selling novels equates with quality. Bestsellers are usually bought before read; therefore sales can be independent of its subsequent reception. A bestseller is not a guaranteed "good book," and if a reader is expecting that from any given bestseller, disappointment is a possible reaction that could be experienced. This was the case for many readers of The Wayward Bus, by John Steinbeck. Steinbeck was a famous best-selling author whose novels were widely read by the public. By the time of the publication of The Wayward Bus in 1947, Steinbeck had already experienced much success with previous novels such as The Grapes of Wrath and In Dubious Battle. Steinbeck had acquired the status of a literary celebrity, which created high expectations for this long-awaited novel. However according to his critics, The Wayward Bus disappointingly turned out to be one of the main failures of Steinbeck's career. The Wayward Bus was the subject of some of Steinbeck's worst reviews, yet its sales kept it a bestseller for a good part of 1947. The Wayward Bus became a best-selling novel due to forces external to the novel itself, which included the public's high expectations, due to the wide promotion of the book by its publisher Viking, and the popularity of John Steinbeck as its author. Both its status as a best-selling novel and its perceived failure evolved from the public's expectation for a repeat of Steinbeck's previous novels.
The circumstances under which The Wayward Bus was written were not ideal or conducive to creating a "great book." It was written during an extremely stressful time in John Steinbeck's life. He began writing The Wayward Bus during the completion of the movie production of a previous novel, The Pearl. Complications involving this project disrupted his work on The Wayward Bus on several occasions and served as a large distraction. Steinbeck's involvement in the movie industry was common to many best-selling authors, however was a complication and distraction for him while writing this novel. In addition to this distraction of other work projects, his family was experiencing a stressful period of transition. These factors created an atmosphere of constant stress and distractions, which did not lend themselves well to finishing his novel. Even more significant was that Viking, his publishing company was rushing him into production:
With his publishers pressing him for the delivery of the new work, Steinbeck had hurried the writing of later chapters, then realized that the whole text needed radical revision before he could consider releasing it for publication. Steinbeck was subsequently to regret that he had failed to veto the too hasty publication. Ten years or so later, he openly admitted that the book had been 'a paste up job' and that he 'should never have let it go out the way that it did.' (Simmonds 292)
As Simmonds mentioned, Steinbeck later acknowledged that he had given into the pressure that his publishing company Viking had placed on him to release the book quickly. Pushed into production, Steinbeck did not take the time he needed for its completion, and
The Wayward Bus was published before it was ready. This was his first novel in eight years, and Viking was anxious for their star author to get another book out into the market. Viking was eager to capitalize on the industry that was behind Steinbeck. John Steinbeck had become a known commodity among the public, and by means of promotion, they intended to turn this long-awaited novel into a bestseller. Viking ran publication advertisements throughout the country, spending over $30,000 on advertising, both before and after publication. There were nine advertisements in
The New York Times Book Review alone during the period of February to May in 1947, as well as advertisements in
Publishers Weekly and the
Saturday Review. It was also advertised as the Book-of-the-Month Club selection for March, which was a tremendous contribution to the novel's best-selling sales. Viking also advertised it as "Steinbeck's first full-length novel since 1939," when
The Grapes of Wrath was published. The underlying effect that
The Grapes of Wrath had on
The Wayward Bus is significant in understanding it as a bestseller.
The Grapes of Wrath was the only book through which critics' saw Steinbeck live up to his true potential. Its overwhelming success raised the par of excellence by which Steinbeck would be measured by in the future. The persona of a best-selling author has a significant effect on the sales and the staying power of their novels.
The Grapes of Wrath had transformed Steinbeck into a literary celebrity. Charles Angoff wrote in the
North American Review, "With his latest novel, Mr. Steinbeck at once joins the company of Hawthorne, Crane, and Norris, and easily leaps to the forefront of all his contemporaries. The book has all the earmarks of something momentous, monumental, and memorable."
The Grapes of Wrath was the best-selling novel of 1939 and its sales remained strong into 1940, and beyond. "By the end of 1939, over 430,000 books had been shipped: a staggering number, then or now. Since then, the novel has never been out of print or sold under 50,000 a year. The number of translations and books sold in non-English speaking countries is mind-boggling" (Parini 226). The limelight that Steinbeck was thrown into during the success of
The Grapes of Wrath placed enormous pressure on him to remain at that high level of achievement:
The Grapes of Wrath was almost an immediately accepted as a masterwork of American literature, and the enthusiastic popular response to John Ford's haunting film only heaped further renown on the novel. John Steinbeck had made it to the top of the mountain, even though he did not particularly like being there or trust his ability to breathe air at that height. (Parini 238)
Instead of wanting to capitalize on his achievement, Steinbeck retreated rather than trying to go from one success to another. It was eight years until he wrote his next full-length novel,
The Wayward Bus. In its promotion for
The Wayward Bus, Viking capitalized on Steinbeck's last success, and anticipated that the public would respond in anticipation for a similar novel. The reading public, including the critics, was expecting a repeat performance of
The Grapes of Wrath, and found themselves disappointed in the apparent differences between the two. Howard Levant commented that although there were a few details that were similar, there were overwhelming differences in their structures, materials, and the degree of their harmony (Levant 207). It is unknown what the critical reception of
The Wayward Bus would have been if it had been Steinbeck's first novel and there were no preconceived expectations of it. However, that was not the case and the disappointment that followed its publication was because it was not another
The Grapes of Wrath. Richard Watts said of
The Wayward Bus in the
New Republic, "In the final effect although it makes for a striking novel, is less than completely satisfying it is in great part because we had come to expect another major Steinbeck advance in breadth and power, such as was marked in turn by
In Dubious Battle and
The Grapes of Wrath, while
The Wayward Bus does not reveal such development."
Steinbeck had not intended for
The Wayward Bus to be anything like
The Grapes of Wrath. In fact, "He wasn't going to sacrifice the enjoyment he would have in writing it just to satisfy everyone's expectations of significance. Enjoyment in writing for him involved trying something different, and that in itself, he believed, was enough to bring the critics automatically down on his back" (Benson 575). According to Jackson Benson, Steinbeck wrote to satisfy himself and not the public. However, Steinbeck was probably caught between the desire for his own personal fulfillment, and the pressure of success to continue to achieve greatness in the eyes of the critics and the public:
If, in such manner, it was possible to produce a work proclaimed almost universally as the greatest novel of the decade (and sometimes as the greatest novel ever written by an American), then surely it was possible for the process to be repeated. This is not to suggest that this was a conscious approach adopted by Steinbeck in subsequent work, but it is just possible that the seed may have been implanted in his mind, to be nurtured by the more-or-less general acclaim that was to greet some of the hastily written work he published during the stressful years 1939 through 1945. Once the wartime interruption to the possible predestined course of his career was at last behind him, Steinbeck's great tragedy could be said to have been that he found it beyond his grasp to achieve again that remarkable synthesis of imaginative spontaneity and high literary quality that is the hallmark of The Grapes of Wrath. (Simmonds 17)
A gap existed between Steinbeck's intentions and accomplishment within the work. Critics expressed a widespread dislike for Steinbeck's characters his use of the
Everyman allegory, and his lack of emotional involvement within the story.
Kirkus wrote, "Evidently even John Steinbeck ?takes a walk now and then.' This is it. We hope he doesn't continue to walk downhill. For ere is a book that will inevitably be a bitter disappointment to those who have put John Steinbeck at the tope of the roster of American writers today." Similarly, J.H. Jackson from the
San Francisco Chronicle said that, "In my opinion, I'm sorry to say, the novel is not Steinbeck at his best, nor Steinbeck at what a good many people thought he was going to become." The link between these reactions was that they all mentioned the critics' disappointment in Steinbeck. This disappointment indicated that they had seen an impressive potential in Steinbeck that they measured his work by. The critics were not evaluating
The Wayward Bus on its own achievements, rather by the achievements of
The Grapes of Wrath and other Steinbeck successes. The core of the issue was not the novel in itself, however the novel in relation to the reputation of Steinbeck that it would affect.
The Wayward Bus will not add greatly to Mr. John Steinbeck's reputation. In earlier novels he has shown his ability for describing the lives and preoccupations of the half-baked, a subject he treats with zest and confidence though without much humour. Here something more seems required; the book although readable and competently put together, never rises above the level of the better sort of film to which some uplift has been added. (London Times, 11/29/47)
A possible reason that
The Wayward Bus was such a disappointment was that the novel did not contribute and fit the previous mold of the Steinbeck reputation that critics had come to expect. Despite the poor reviews, the sales figures indicate that
The Wayward Bus was an extremely popular novel among the readers. The Book-of-the-Month Club sold 600,000 copies, and Viking sold an additional 150,000 copies, which made
The Wayward Bus Steinbeck's most successful book commercially thus far. This indicates that the power of a blockbuster author's persona, like Steinbeck, is enough to motivate the public to buy a book.
The Wayward Bus is an example of a novel whose sales were independent of its popularity and success in terms of literary quality. This is an explanation for the dominance of an author like Steinbeck on the bestseller list despite poor reviews.
The Wayward Bus is not the only bestseller that followed this pattern of success due to the author's fame and earlier best-selling successes. There are many different types of bestsellers and explanations of why they end up on the bestsellers list.
The Wayward Bus is included in a category of bestsellers in which earlier novels by the same author contributed, and in some instances were responsible for their place on the bestsellers list. J.D. Salinger's
Franny and Zooey, Edith Wharton's
Twilight Sleep, and Hemingway's
Across the River and Through the Trees are examples of other bestsellers in this category. J.D. Salinger's
Franny and Zooey was published in 1961, following
Catcher in the Rye. The foundation of readership that Salinger acquired in
Catcher of the Rye was different than the targeted audience that for
Franny and Zooey. However, the limited target audience would not have been wide enough to put
Franny and Zooey onto the bestsellers list. The additional audience Salinger already had from
Catcher in the Rye can explain much of its readership beyond that target audience. Edith Wharton's
Twilight Sleep was published in 1927, following the publication of
Ethan Frome and
The Age of Innocence, both of which were bestsellers. These two novels had established her as a well known and respected author in the literary world, and similar to
The Wayward Bus, critics expressed disappointment in
Twilight Sleep. Also resembling
The Wayward Bus, Hemingway's
Across the River and Through the Trees was seen as one of Hemingway's worst achievements by his critics. They were disappointed in the novel not reaching the high standard that Hemingway had previously set as his precedent.
The Torrents of Spring,
The Sun Also Rises and
For Whom the Bell Tolls were Hemingway's earlier critically acclaimed bestsellers, which would have led the reading public to predict another such success, accounting for
Across the River and Through the Trees's status as a bestseller.
The Wayward Bus is an example of a heavily promoted bestseller that was written by a famous author, for which the public had high expectations. Despite poor reviews, there was enough public interest in the novel to put it on the bestsellers list. This interest came from its widespread promotion, and from the precedent of Steinbeck's work set by
The Grapes of Wrath. The reason for
The Wayward Bus's initial commercial success but ultimate literary failure was because of that earlier precedent. The reading public, including his critics, thought that they could reliably predict the quality of
The Wayward Bus based on Steinbeck's previous books, explaining the best-selling status of his mediocre
The Wayward Bus. Furthermore,
The Wayward Bus represents an entire category of novels that would not have been bestsellers without the author's earlier successes.
Reviews Used:
Times [London] : Nov. 29, 1947
Kirkus: Dec.15, 1946
New Republic: March 10, 1947
New York Times: Feb.16, 1947
San Francisco Chronicle: Feb.16, 1947
Saturday Review of Literature: Feb.15, 1997
The American Mercury: 1947
Other Sources:
Benson, Jackson J. The True Adventures of John Steinbeck, Writer. The Viking Press:New York, 1984.
Parini, Jay. John Steinbeck:A Biography. Henry and Holy Company:New York, 1995.
Simmonds, Roy. John Steinbeck:The War Years, 1939-1945. Associated University Presses:Cranbury, New Jersey, 1996.