National Public Radio’s Morning Edition traces the route The Girl With the Dragon Tattoo took as it found it’s way (finally) to the US market. Here, authors are part time salesmen (or are they part time writers?) and Knopf had to consider ways to market the book without that star appeal. They first wooed booksellers, hoping for massive orders to send a message. They placed an ad in the New York Times book review promising to give away copies to anyone who asked (which might have dismayed those booksellers who placed orders, but maybe I just don’t understand these things) and they rode the wave of bloggers already talking the book up. Result – even without the celebrity appearances, the book made it to the bestseller list. And this is a book that doesn’t have the page-turning action of most US bestsellers. It’s a rambling, thoughtful, character-driven, complex novel about family dynamics and misogyny.
A lot of books get a big marketing push. It doesn’t guarantee a spot on the charts. Maybe there’s a lesson here – the real star appeal is found in the book itself.
Hat tip to Sarah Weinman.