The extraordinary popularity of essays amongst British readers in the eighteenth century coincided with the rise of the idea of the professional author – an historical convergence that reflects both the popularity of the genre with writers of the age and the prominence of the essay as a discursive space in which the idea of literary professionalism could be imagined. Throughout the century, essay writers repeatedly emphasised not just the spirit of polite sociability evoked by Joseph Addison and Richard Steele in The Spectator, but more self-ironically, the ways that their digressive and miscellaneous style and everyday focus resonated with the pressures of commercial modernity. In doing so, they articulated a version of literary professionalism that grounded its value in precisely the sorts of apparent limitations that authors were embracing as a basis of the essay genre.

This chapter assesses Kerouac’s literary career from the perspective of the profession of authorship. Despite his bohemian reputation, Kerouac was a diligent professional writer who engaged publishers directly and via literary agents in order to actively manage his professional career. Kerouac’s goal was to convince publishers and thus the reading public of the significance of his signature artistic style, which he called “Spontaneous Prose.” Viking Press was not interested in his Spontaneous Prose books as viable sellers, and his income and reputation declined in proportion with his insistence on producing books in this style. Despite the belief held by many Kerouac fans today that he was a literary saint who disavowed money and materialism, in fact he both wanted to make money and earn literary respect based on his artistic merits. He was not a commercial writer per se, since he sacrificed publication for the integrity of his art, but he did want the publishing industry to see the inherent value in his Spontaneous Prose books.

“Great art is the contempt of a great man for small art”: This maxim from Fitzgerald’s notebooks squares with his ambition to be among the greatest American writers of his time. Fitzgerald’s evolving sense of who his era’s giant writers were – through the judgments of what he called “the cultural world” – led him by the time he wrote The Great Gatsby and just after to align his work with an elite, international modernism. But as this chapter demonstrates, Fitzgerald’s fiction remained relatively conventional in the context of revolutionary modernism, in good part because of his care for ordinary readers. And the high regard he professed for writers like Joyce, Stein, and Conrad did not preclude his generous interest in more ordinary contemporaries. His wide, eclectic reading of his contemporaries reveals the actual catholicity and conventionality of his literary tastes. The argument suggests that while Fitzgerald’s reputation was bolstered by his positioning himself on the side of the anti-commercial and avant-garde values of the modernist literary field, it was his professional commitment to good, affective writing that proved most crucial to his winning what he most coveted: literary immortality.