BOOK OF THE YEAR FICTION
BABEL Babel saw an astonishing 1,155% increase in sales across all formats from R F Kuang’s previous book, testament to HarperVoyager’s energetic and passionate campaign to reach a non-traditional readership via TikTok and other social chan- nels. Seven special editions were produced, each one tailored to a particular retailer, from Waterstones to book subscription box Illumicrate.
STONE BLIND
Stone Blind was Natalie Haynes’ feminist retelling of the Medusa myth. Mantle utilised the author’s unique blend of academic expertise and incredible storytelling at thec su ce p b
er ea
FAIRY TALE Hodder scored the highest ever pre-order for Stephen King with Fairy Tale, which ensured the author ’s biggest first week of physical sales since BookScan records began and growth of 73% on first-week sales compared with his previ- ous novel. Fairy Tale benefited from Hodder’s first “major” TikTok advertising campaign to reach a younger fantasy audience.
e centre of the campaign to successfully grow her reader- ship beyond existing fans of her earlier novels. Stone Blind hasbe
has been reprinted six times toda to date and rights have sold in mu
multiple new territories. 6
THE MARRIAGE PORTRAIT Maggie O’Farrell’s second historical novel (the first, Hamnet, scooped the Women’s Prize for Fiction), told of a young woman’s battle for self and survival in Renaissance Italy. Tinder Press needed to keep The Marriage Portrait’s surprise ending under wraps but the sumptuous jacket was central to the online campaign, with the cover reveal anima- tion viewed over 16,000 times.
LOVE MARRIAGE Love Marriage marked the return of Monica Ali with her first novel in 10 years, acquired by Virago in a “fierce” auction. This hugely engaging read grapples with some of the big questions of contemporary British life, and does so with acuity and humour. The publicity campaign achieved impressive coverage, including a coveted spot for the author on BBC1’s “The One Show”.
YOUNG MUNGO Douglas Stuart’s dazzling second novel was acquired by Picador well before the success of his début Shuggie Bain, but the publisher rose to the challenge of following a Booker Prize winner with an arresting jacket image, a high- impact flyposting campaign and real dovecotes installed in Waterstones in Glasgow and London. The US-based author came over for a major UK tour.
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