Mark Faith, Tolkien rare-book expert

What is a Tolkien expert?

It seems odd to ask this question. Professor J.R.R. Tolkien was scholar and author. He published non-fiction for academic purposes, but became known for popular fiction much later, enjoying financial success very late in his life. The incredible popularity of his two main fiction stories, The Hobbit and The Lord of the Rings, made him the household name he is today. In the mid-1960s the first fan club started in America, where he first became popular. This first fan club, the Tolkien Society of NYC, became focused on the literary and academic aspects of his writing. Tolien refused to participate in any such fan club as he felt it inappropriate for an author to be a fan of his own writing. He was not happy being the centre of attention and having fans at all, at least not until it made him rich. Today, 'fandom' and popular literature go together as key parts of marketing and sales. It was no different back then. There is a difference between loving a good story and discussing the writing technicalities. The Tolkien society was not as popular as his books were and by the year 2000, had all but died off. The Peter Jackson films then put the author back on the world map. Millions of new film fans began reading the books. An uneasy alliance formed between the book fans and film fans. More academic authors began writing about Professor Tolkien and his works. There was a host of Tolkien inspired creative projects which became more popular, thanks to the film, including art, games, and other film merchandising products. These also became popular collectables along with the early printings of his books which went through a huge revival. We predicted huge price increases in Tolkien rare books which have since exceeded our wildest expectations. eBay and the internet had a crucial impact on rare book dealing, and the market for all collectibles for that matter. Market globalisation revealed that many items which collectors thought to be rare were not so scarce after all. This reduced the prices which customers were willing to pay for such items while increasing the value of the truly rare. The information and specialised knowledge which gave dealers their main market advantage become transparent to all via the internet.

The Tolkien Society did not expand from its academic focus until much later, being indifferent to general 'fandom' and collecting books for fun and profit. Our Festival in the Shire was the first event to recognise a new, much wider and diverse Tolkien market. With a focus on collectors, we are now the experts in both rare books and wider Tolkien fan trends. While we know much about Professor Tolkien, we are not expert on J.R.R. Tolkien as an academic. Older book fans may find the commercialisation of Professor Tolkien's masterpieces a bit offensive to his reputation as an academic. However, the brand, or whatever you wish to call it, has become a true cultural phenomenon expanding beyond the books to people of all ages and entertainment tastes. Tolkien is the most famous author of modern times, but his audience is still divided between those who love fantasy fiction and those who do not quite find it to their taste. There are two types of general readers who do not always overlap: those who read for information and knowledge and those who read for fun and enjoyment to spark their imagination and passion. It is on the passionate side that many become collectors and not just readers; they are passionate collectors and we support them. We also observe, however, that digital technology impacted book reading (or collecting) as a pastime. Despite the claims that new technology is enabling, we find it does the opposite: it oppresses, supresses, controls and even brainwashes. We feel this has endangered the future of human imagination and creativity. We intend to do something about it. The downside of the internet then, and now, with the advent of AI, is information overload. The truth must be distilled from conventional wisdom, popular opinion, or outright fabrication. Many traditional dealers were caught out, unable to justify what they were charging for books shown by the internet to be more common than previously thought. While it was wonderful to have more choice and lower prices at their fingertips, customers now had to decide who they wished to do business as well as what to buy. This was a significant change to markets where once there were few specialist dealers holding the lion's share of stock. The internet opened new doors and upset the established markets and key players. New and old dealers were suddenly placed on an equal footing for a time, and both would have to rise to the new challenges the internet created. Many book dealers at the time had 'bricks and mortar' high street shops and did not survive the changes. Perceptive customers, then and now, felt that the internet ought to make things easier and faster for them and not just for the seller/dealer trying to increase profits. Dealers who understood this created an on-line as well as a physical high street presence, enjoying the best of both worlds. The Festival was designed to bring all facets of the Tolkien fan market together under one roof for one major event. While many film and book fans collect, serious collectors are fewer in number and I still provide bespoke services for those wishing to build a complete Tolkien collection without the hassle and without it taking all their free time. They let us do the work for them, sourcing and buying rare copies of books as well as art and other items. We continue to hold small exhibition and fan events, both for fans and serious collectors.

Mark Faith, Owner and Founder Festival Art and Books, Festival in the Shire. Contact Mark Faith on markfaith@festivalartandbooks.com for further information.