BOOK OF THE YEAR FICTION
OVERVIEW
HAMNET Maggie O’Farrell took readers back to the 16th century with Hamnet, which focuses on the story of Shakespeare’s wife and son. Tinder Press published the novel almost 20 years to the day after O’Farrell’s début, and when lockdown hit it remained steadfast with its schedule, moving the campaign online. The novel has sold 82,000 copies through Nielsen’s TCM.
THE LYING LIFE OF ADULTS Elena Ferrante’s The Lying Life of Adults (translated by Ann Goldstein, right) is a Naples- set coming-of-age story. A unique marketing campaign saw Europa Editions run a competition for independent booksellers to win a hotel stay for a night of marathon reading, writing their impres- sions inside a proof copy of the novel. “Ferocious,” said the Sunday Telegraph.
PUBLISHERS 1 TINDER PRESS 2 MACMILLAN 3 EUROPA EDITIONS 4 CANONGATE 5 FOURTH ESTATE 6 DIALOGUE BOOKS
THE VANISHING HALF Brit Bennett’s début The Vanishing Half is a multigen- erational saga about race in the US, following the story of the Vignes twins who, separated by their diverging lives, remain bound by their past. Dialogue’s campaign featured a read- along with 60 influencers, a launch event with Elizabeth Day, and a Fane event with Irenosen Okojie. “Poignant and clever” said the Times.
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THE EVENING AND THE MORNING Ken Follett’s prequel to The Pillars of the Earth is set in a fictional English town and begins in 997, offering readers an escape from the present. Macmillan played on this and created an innovative market- ing campaign: the online Kingsbridge Festival invited readers to immerse themselves in Follett’s town, and spanned 18 hours in total.
THE MIDNIGHT LIBRARY In The Midnight Library, Matt Haig blends fiction with a message about mental health, encompassing the author’s passion for fiction and non- fiction writing. Canongate published the title in three editions: a hardback, a signed Waterstones edition and an edition for indie bookshops, selling over 95,000 copies through Nielsen’s TCM, exclud- ing lockdown-era sales.
THE MIRROR AND THE LIGHT Fourth Estate published Hilary Mantel’s conclusion to the Wolf Hall trilogy just weeks before the UK went into lockdown, but The Mirror and the Light still made its mark: the cover art was projected across the Tower of London. The series ended the year with 207,000 copies sold through Nielsen’s TCM in the UK, with lockdown- era sales unavailable.
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