It's so hard to be an author. It's also super hard to keep an independent publishing company afloat for nearly 30 years... and this scam and whoever or whatever is behind it is just such a waste of time and hurtful, unnecessarily hurtful.
--Johanna Ingalls, managing editor & director of foreign rights, Akashic Books
Phishing scams directed at authors are all the rage (or, more accurately, rage-making) in the book trade. Just yesterday in Shelf Awareness Pro, we ran an Editor's Note warning that names of some of our staff members have been used in recent phishing attempts.
As it happens, I've been in conversation about the topic recently with author Jessica Keener, whose latest novel, Evening Begins the Day (Koehler Books), was released in March; and Johanna Ingalls at Akashic Books.
"Covid spawned a new era of online events and activities," Keener observed. "But this AI-generated flood of online marketing spam is another beast. It's targeting that vulnerable streak that every author has--a need, and hunger to grow their reader base and sell more books."
 |
Jessica Keener (photo: Sharona Jacobs) |
|
 |
She added that the publishing landscape feels different from when she published her second novel, Strangers in Budapest, in 2018: "With my new novel out, I can tell you I've been getting marketing scam e-mails almost every day. But it gets worse. Recently, I got an e-mail from a legit editor and publisher that I know--or so it seemed--until I realized it was again a scam. They had used the real person's name, title, and book publisher (Akashic Books). I got in touch with the editor, Johanna Ingalls, and she told me it wasn't the first time. One of their authors actually thought they were communicating with their editor, which was an AI bot or something....
"Authors have to do so much on their own. They hire publicists and these AI marketing bots are preying on us to invest a little as a way to get our books seen, etc. It's as old as the hills, this sort of thing, but it's the sheer volume that's become difficult."
For Ingalls, the issue hit home about two months ago when Akashic received an e-mail on its "info" account from an aspiring author who was checking in to see if an e-mail they had received allegedly from Johnny Temple (publisher at Akashic) was legitimate.
"In it, a sophisticated bot (or this is what I assume it is) praises the author's work and expresses interest in hearing about what they are currently working on," Ingalls said. "The bot peppers in details from the author's previous, self-published work, says everything an author would want to hear, offers to connect them with an agent, etc. As soon as we learned of this it seemed the flood gates opened. It seems we were able to stop the Johnny e-mails, but then 'I' started-- or the sophisticated bot version of Johanna at Akashic Books started--'her' outreach. From a made up e-mail address I can't figure out how to take down (akashicbooks@johannaingalls.co.site), 'I' contact numerous authors daily with the same style e-mail--tons of praise, tons of details about a previous work by the author, etc. A former intern of ours has also been affected."
Ingalls added that she appreciates all the authors and agents who pause for a moment, find Akashic's real e-mail addresses, and contact the publisher to verify if the e-mail is or isn't legitimate, "but I'm so sad about the authors that don't realize it. One author e-mailed back and forth for several days, even e-mailed over a PDF of her work, and finally got skeptical when the Johanna bot wasn't ever available for a Zoom meeting (something we almost always do when we do want to work with an author and they aren't local). I hope no one has paid money, but I'm sure that's where this ultimately leads to.
"As an editor who has to send out rejection letters all the time, I hate that part of my job. Truly. So to now find out that 'I' am encouraging authors and making them think they may be nearing toward a book deal with Akashic, well, that kinda breaks my heart.... I've reported to a government e-mail fraud site, but don't feel like I have much control over it. I'm very much hoping that word-of-mouth and articles will spread the word to authors rapidly."
And the beat goes on...
Ironically, moments after Ingalls shared her thoughts on phishing scams with me, the next e-mail she read on Akashic's info e-mail account "was yet a new bogus e-mail address for a former intern of ours," she noted.
And when I e-mailed Keener to clarify some details, she said she had just "deleted and blocked yet another long letter appealing to how great my new book is and how they would like to help me expand readership via Goodreads and Litsy.
"I actually got a phone call from a scammer last week, who left a message. I decided to call back--out of spite really, I wanted to see exactly how they would try to scam me. I actually talked to a woman (audio in the background: call center sounds) and when I asked what exactly are you proposing to do, she started rambling about how her company would be at the London and Frankfurt book fairs, and how they had a bookstore in Canada. And when I asked again what are you proposing, she said something like, 'with a small investment,' and as soon as I heard the word 'investment' I hung up and blocked her.
"It's almost pathetic. The marketing letters use AI and repurpose familiar descriptions of the book online, and sentences from reviews found online. It's endless!"
Be careful out there.