I’m heading into London later today for the David Gemmell Legend Awards. No, I have no idea who’s won. But I can tell you one thing for certain. All the prize winners will be men because the shortlists are all male this year. No, I’m not criticizing the DGLA administrators for that, or scolding the thousands of fantasy fans who take the time to nominate and vote for their favourites each year, and I absolutely respect and admire the shortlisted authors, hard-working professionals all.

But this does nothing to help the ongoing problem of lack of visibility for women writing epic fantasy.

Yes but, I can hear someone saying, this is just one award. Look at the progress towards gender (and other) equality in other areas.

Three of the last four winners of the Arthur C Clarke Award have been women.

The Nebula Awards were dominated by female authors this year.

The British Science Fiction Association best novel award has been won jointly by Ann Leckie and Gareth Powell.

The Hugo Award shortlists are encouragingly diverse, despite blatant attempts to game the system by die-hard sexists (and worse).

Even the British Fantasy Society is offering a wide-ranging slate for 2014, including a Best Newcomer shortlist that’s all women after so many years dominated by male nominees and a definition of fantasy heavily skewed towards horror.

All that’s absolutely valid. And that means this whole issue is worth a closer look rather than simply deciding it just means these Gemmell Awards are an unfortunate aberration.

Look closer and you’ll see all these recent awards and shortlists I’m citing come from Fandom with the active participation of juries in many cases. These are driven by the high-volume readers (and writers) who actively engage with genre debates and developments through conventions and online venues, blogs and forums. This is where so much recent change to broaden diversity and inclusion within SF&F has happened and continues to be driven forward, not without difficulty at time and with profound thanks to the determination of those who refuse to be silenced.

By contrast, the Gemmell Awards are a popular vote and as such, these shortlists reflect the entirety of fantasy readers, the majority of whose tastes and purchases are driven by what they see in the shops, what they see reviewed in genre magazines and blogs, and such like. Where male writers dominate. I’ve written repeatedly about the gender skew in Waterstones (and a full blog post on that is forthcoming) and just this week, I got a ‘Top Fantasy Titles’ email from Amazon, offering me fifteen books by men and just one by a woman writer. Female authors are still consistently under-represented in genre reviews and blogs.

Why? Because of conniving hard-core sexists upholding the patriarchy? Er, no. Because retail is a numbers game and that means it skews towards repeating successes rather than promoting innovation. To revisit an example I’ve offered before –

When a non-fan bookseller, eager to capitalise on Game of Thrones, is making key decisions about what’s for sale, and all the review coverage and online discussion indicates a majority-male readership for grimdark books about blokes in cloaks written by authors like Macho McHackenslay – that’s what goes in display, often at discount, at the front of the store. So that’s what people see first and so that’s what sells most copies.

Six months down the line, the accountants at head office look at the sales figures and think excellent, Macho McHackenslay is one of our bestsellers – and the order goes out to ask publishers for more of the same. Now, chances are, some editor will be dead keen to promote the second or third novel by P.D.Kickassgrrl. Unfortunately her sales aren’t nearly as good, because her book’s on sale at full price in the SFF section at the back of the shop or upstairs, where retail footfall studies have proved people just don’t go to browse any more, especially now that booksellers don’t routine carry authors’ backlists.

When it’s a numbers game like retail, that passionate editor will struggle to get a hearing, however much he insists the body count and hardcore ethics of P.D.Kickassgrrl’s excellent book will surely appeal to Macho McHackenslay fans – especially when that bookseller won’t have seen any reviews of P.D.Kickassgrrl’s work to prompt him to stock it at the front of the shop – because genre magazines and blogs have the same skew towards conservatism, on the grounds that ‘we have to review the books people are actually buying, because those are the ones they’re clearly interested in.’

And so the self-referential and self-reinforcing circle is complete. Which how we end up with all male shortlists for the 2014 Gemmell Awards.

And it is absolutely no answer to say ‘oh well, look, there are plenty of women coming in at the debut stage now, so we just have to wait for them to rise through the ranks.’ Because we have decades of evidence to show that this simply isn’t going to work. It hasn’t worked in the law, in medicine, in academia, in any number of other professions. If it did, these arguments wouldn’t keep recurring.

So how do we break this cycle of self-fulfilling prophecy? What would get women writers in SF&F noticed outside genre circles, which is what needs to happen if female authors are to have any chance of the sustained writing careers which their male peers can achieve.

How about a Women’s Speculative Fiction Prize? Because prizes garner press coverage and column inches outside the genre in the mainstream press. Just google any of those awards I listed earlier to see that. Prizes get the attention of publicists and booksellers who aren’t specifically interested in genre – any genre. The same’s true for crime, romance, etc. Shortlisted books get reviews because a magazine or newspaper that might not have otherwise noticed them now has a specific reason to take a look.

No, I’m not volunteering to set this up. I know full well how much hard work goes into administering and fund-raising to support an award, year round. As a judge for the Arthur C Clarke Award, I got a good look at the busy team behind the curtain and I’ve been a supporter of the Gemmell Awards since the first discussions about how to go about setting that up and whether it should be a juried or popular vote. Establishing a new award like this would not be an easy undertaking, even with the active support of genre publishers willing to supply yet more free copies of books, if this was a juried award rather than a popular vote. And that’s just one of the complex issues that would need discussing, alongside eligibility and other criteria.

This idea is still worth discussing though. And if you don’t think it’s a good idea, feel free to come up with some other solutions, to offer female authors of epic fantasy some reason to keep on writing in the current hostile retail climate.

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