Sene Yee, Picador’s creative director, designed the new editions
with a 3. 9 x 5. 7 in. trim size.
“We needed an unusual, eye-catching package that lent itself
to a very small, unconventional trim size,” says Darin Kessler,
marketing director at Picador. “We wanted a package with
Instagram-worthy appeal that would inspire readers to buy all
of them, even if they already owned the standard editions, and
that might even get coverage on design blogs and in lifestyle,
design, and home decor magazines.”
Mission accomplished: T, the New York Times style mag-
azine, covered the new editions, as did In Style and others;
Buzzfeed and Bustle wrote about the line; and Goop shared
the books on Instagram. The revamp, Keesler says, accounts
for 30,000 in print units sales for the four books together. In
November, Picador is releasing another pocket-size quartet:
Slouching Towards Bethlehem by Joan Didion, Nickel and
Dimed by Barbara Ehrenreich, Giving Up the Ghost by Hilary
Mantel, and Regarding the Pain of Others by Susan Sontag.
For the 20th anniversary of David Foster Wallace’s Infinite
Jest, publisher Little, Brown ran a contest soliciting cover
artwork from fans. The winning design, by Joe Walsh, went
onto the 2016 trade paperback edition, which features French flaps and a deckle edge
and is currently in its seventh printing, with almost 40,000 print copies sold, according
to the publisher.
older work,” says Matt Pantoliano, associate director of
digital marketing. “Once readers have discovered an
author, they want to read more.”
At Sasquatch Books, local interest is key to sales of
the Larry Gets Lost series, which sets a pup loose to
explore a city while on vacation with his family. The first
book, 2007’s Larry Gets Lost in Seattle by Michael
Mullin, has sold; 63,000 print copies, per the publisher.
It’s not only stocked by bookstores but also at the gift
shops for attractions Larry visits, such as the Space
Nicole Banholzer, publicity and marketing manager at Sasquatch Books, says that
special markets sales team at its distributor, Penguin Random House, has helped
get other editions of the book into local attractions—the New York edition sells at
the Museum of Modern Art, for instance, and the Chicago edition at Willis Tower.
“It’s a great way to introduce kids to some of the history of a city they’re visiting,”
Banholzer says. “It’s also fun for local kids to see their favorite hometown landmarks
in a book.”
Banholzer also attributes the continued interest to the growing frontlist, because,
she says, backlist titles are a lot easier to sell when they are part of an ongoing
series. The publisher is releasing a 10th anniversary edition of the Seattle title
this month and will work with 17 independent bookstores in 11 cities to put on
story time events. Each bookshop will read the local edition of Larry Gets Lost;
participating booksellers have received city-specific activity kits and giveaway items.
“There are a lot of different opportunities for kid’s books, like hosting story time
events, and reaching educators, school librarians, and parents,” Banholzer says.
“Everything doesn’t have to be brand-new.” —D.D.
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