Best publicity stunt of the day: Lemony Snicket and Seth collaborate on new series

Quill & Quire is not in the habit of publishing emails, but this one demands sharing.

This afternoon, Q&Q was blind-copied on a correspondence between Vikki VanSickle, marketing and publicity coordinator at HarperCollins Canada, and the curmudgeonly children’s author Daniel Handler, better known as Lemony Snicket. The email revealed the “confidential” news that HarperCollins Canada is publishing a four-book series by Snicket, with illustrations by Canadian artist Seth.

From Lemony Snicket:

From: LemonySnicket
Sent: Wednesday, February 08, 2012 11:43 AM
To: Vansickle, Vikki
Subject: RE: Lemony Snicket Announcement – CONFIDENTIAL

My Dear Ms. VanSickle,

As I have already explained at length to you and others in this publishing conspiracy: no.

Take this press release back, please. I have attached it here. I have sympathy for anyone wanting to promote my work, but none of this information can be released.

In particular, I do not want to see this press release distributed to the list of people I’ve taken care to blind copy above. May they remain forever blind to any information about myself or my work.

These books are questionable and contain questions. I, for one, question why anyone would be interested in reading them.

And have the decency to leave Seth out of it. He has enough trouble as a celebrated artist imprisoned in a basement studio in some wretched university town, not to mention the fact that he’s Canadian.

I would appreciate it if you didn’t contact me again. I’ll be in my office until 4.

With all due respect,

Lemony Snicket

The email was accompanied by a “press release” with a placeholder for a quote from Seth (“if and when he recovers from the trauma of your last encounter”), and a marked-up version of the cover.

The official press release, which arrived 15 minutes later, confirmed that the first book in Snicket’s series, Who Could That Be at This Hour?, will be available in ebook and print formats on Oct. 23.

Anansi puts Rob Ford on a streetcar

When House of Anansi Press was strategizing its marketing campaign for The Little Book of Rob Ford, a collection of “quips, quotes, and colourful comments” from Toronto’s mayor, it took a more subtle approach than NOW Magazine’s controversial nudie cover. They put Ford on the side of a streetcar.

Anansi’s director of publicity Laura Repas says the idea originated with one of Ford’s own quotes: “If you get stuck behind a streetcar you’re stuck! Enough with the streetcars!” Originally Anansi wanted to do a vinyl advertising wrap that would cover the entire car, but with a price tag of more than $20,000, the bold idea was cost-prohibitive. Repas says that poster ad on the side of the TTC streetcar was “an amazing deal,” especially considering the “happy accident” timing of Ford’s new transit plan announced on Thursday.

The book, conceived a day after Ford was elected and released on Feb. 16, does not have a huge marketing budget outside of the streetcar ad, which runs on the Queen Street line: “It goes by City Hall and it’s such a great, long route,” says Repas. Anansi also organized direct outreach to unconventional bookretailers like bike stores and “edgy, fun giftshops,” and set up a Tumblr page to promote the book. Anansi’s Twitter and Facebook followers are encouraged to send in their photos of the TTC ad for a chance to win a package of spring 2011 titles.

Book biz roundup: zombie Salinger still publicity-shy, Nabokov was right about butterflies, TED gets into e-books, and more

• A year after his death, J.D. Salinger is still shunning the spotlight
• Vladimir Nabokov’s theory about a particular species of butterfly gets confirmed by scientists
• TED, the ongoing lecture series (conference? symposium? smartypantsium?) is starting an e-book line
• Ukrainian poet and playwright Anna Yablonskaya among the victims of Monday’s bombing in Moscow
• Charles Dickens’ unfinished novel The Mystery of Edwin Drood gets yet another ending
• U.S. senator Scott Brown seeks to combine book tour and re-election campaign

UPDATED: David Davidar to leave Penguin

Penguin Canada president David Davidar – who took over the firm in fall 2003 and has been widely credited with returning it to good health – will soon be leaving the company and returning to India, his homeland.

[UPDATE] According to Penguin Canada director of marketing and publicity Yvonne Hunter, Davidar will not be continuing on with Penguin India, either. He is leaving the company altogether to pursue his writing career and other projects.

John Makinson, the U.K.-based chairman and CEO of Penguin Group, flew in to Toronto yesterday to join Davidar in conveying the news to staff and to explain how the company will be structured going forward.

Once Davidar leaves – which is likely to happen in July – staff will begin reporting to Penguin U.S. CEO David Shanks. According to Hunter, this is a permanent arrangement and Davidar will not be replaced. The most senior figure at Penguin Canada will now be publisher Nicole Winstanley, who is going on maternity leave in August. Ivan Held, publisher of Putnam U.S., will oversee the publishing program in Winstanley’s absence, and Nick Garrison, formerly of Doubleday Canada, will be handling the editing on several of her titles. Both Shank and Held will be flying to the Toronto offices next week to meet with staff and hammer out more of the arrangements.

When asked if the new reporting structure might mean changes to the Canadian publishing program, Hunter was emphatic: “Absolutely not. We have a really dynamic publishing program … that we absolutely intend to sustain.” Meanwhile, Winstanley stated in a press release that “the Canadian division will continue to publish robustly…. The new imprints that we have launched (Hamish Hamilton Canada in 2009 and Allen Lane Canada this year) reiterate our commitment to publish the best writers in Canada and abroad … and that is the direction we’ll continue in.”

Penguin Canada will continue to ship all lines from the Pearson Canada distribution centre in Newmarket, Ontario.

Eye Weekly launches new book club

When Oprah announced last November that she is calling it quits in 2011, publishers blessed by the mojo of the daytime television doyenne’s eponymous book club started biting their collective nails, wondering where they would get such valuable free publicity in the future.

While it likely won’t boast Oprahesque numbers, the Toronto-based alternative newspaper eye Weekly announced today that it is inaugurating a monthly book club, called Pop Fiction.

Each month, on Mondays, the club will debate a single title, with the book’s author taking part in the final week to respond to our praises, or our criticisms. Over the first few months of the year, expect visits from Canadian greats like Yann Martel and Andrew Kaufman as well as new voices on the international scene, like Eleanor Catton and Kathleen Winter.

(Quillblog is puzzled about the “international” nature of Newfoundland-based writer Winter, but never mind.)

The book club is hosted by author and eye Weekly book columnist Brian Joseph Davis, and features poet and Toronto bookstore staffer Kyle Buckley, blogger and Penguin Canada publicity assistant Bronwyn Kienapple, eye Weekly staff writer Chandler Levack, and editor of the National Post‘s Afterword blog Mark Medley.

The first book on the club’s agenda is Gil Adamson’s Help Me, Jacques Cousteau. Discussion of this title kicks off one week from today.

Free advance copies to the willing – The Adderall Diaries Lending Library

MobyLives points out U.S. author Stephen Elliott’s subversion of the usual promotional plan.

His true crime memoir, The Adderall Diaries, was released earlier this month, and rather than send out the advance reading copies to the media, he started The Adderral Diaries Lending Library. Basically, he sent an ARC to anyone who wanted one, and who promised to lend it out after they read it in a timely manner. Readers had one week to complete their read, and they would be sent an Email address of the next person on the list scheduled to receive a copy. Then they’d have to priority post them the book.

This fall Elliott is touring D.I.Y. style, by connecting with readers in their towns and giving readings at their houses. Here is a Facebook group of people who read an advanced copy.

This kind of word-of-mouth promotion is PR gold. For every book review that gets printed, a few sales may result, but any publicist will tell you that nothing beats a personal recommendation.

Bookmarks: Blackberry-hating, Harry Potterland, and flying a kite with Khaled Hosseini

Some book-related links:

• Black Swan author not a fan of Blackberries, black president
• The Harry Potter theme park opening next year – finally, ordinary children get a glimpse of the fictional educational institution they would be barred from attending due to highly discriminatory admissions policies
• The Kite Runner author flies a kite
• Patrick Swayze memoir coming soon (talk about Ghost-writing! Ba-da-boom!!)
• Damian Tarnopolsky on Nabokov’s first novel
• Does the Google logo mystery lead to H.G. Wells? (Or does it just lead to more publicity for Google?)

National Post hosts online Giller roundtable

In preparation for tomorrow’s Scotiabank Giller Prize gala award ceremony, the National Post has recruited a cadre of industry insiders, authors, and commentators for a special online roundtable about literary awards and their effects on the nominated titles.

The panellists are:

Moderators:
Brad Frenette and Mark Medley, National Post

Guests:
Doug Pepper, president and publisher, McClelland & Stewart
Lewis DeSoto, author of Blade of Grass, longlisted for the Booker Prize
Nino Ricci, author of The Origin of Species, 2008 Governor General’s Literary Awards nominee
Yvonne Hunter, director of marketing and publicity, Penguin Canada
Vincent Lam, author of Bloodletting and Miraculous Cures, 2006 Scotiabank Giller Prize winner
Sarah MacLachlan, president of House of Anansi
Douglas Hunter, author of God’s Mercies, 2008 Governor General’s Literary Award nominee
Martha Kanya-Forstner, editorial director, Doubleday Canada
Terry Fallis, author of The Best Laid Plans, 2008 Stephen Leacock Medal for Humour winner
George Murray, moderator of Bookninja.com

Although he’s not on the official list, it appears that Pasha Malla, author of the Giller-longlisted story collection The Withdrawal Method, is also on hand for the discussion.

So far, the questions have ranged from the inane — Where will you be on Giller night? — to the provocative — Are we witnessing the emergence of a new generation of CanLit superstars?

In the early going, Doug Pepper has invited Martha Kanya-Forstner out for drinks prior to the gala, Pasha Malla has declared Lee Henderson’s novel The Man Game to be “badass,” and Nino Ricci has called literary juries “just three people horse-trading.” This roundtable discussion might be worth following.

There’s also a ticker at the bottom of the roundtable keeping track of people’s votes for which shortlisted novel should win tomorrow night. As of 12:34 this afternoon, the leader is Joseph Boyden’s Through Black Spruce, with 43% of the vote, followed by Anthony De Sa’s Barnacle Love, with 23%.

Dying is easy, launching a small press is hard

Editor and author John Warner has a lengthy post on Maud Newton’s blog about the “non-success” of his fledgling publishing enterprise, TOW Books, a humour imprint that was supposed to make him “the Judd Apatow of the written word.” For all his self-effacing irony, Warner, the editor of McSweeney’s online, notes the crushing bathos involved in launching a small press.

Back then I imagined that the challenge for most publishers was content, and since our titles would be good, and rigorously curated, so that if you liked one, you’d like them all, we would take bookstores by storm.

I know, stupid.

A short few years later, Warner acknowledges that selling books has as much to do with publicity and distribution as it does with content, so to jump-start his business he’s employing a tactic that increasingly is becoming part of a publicist’s arsenal – namely, offering readers free copies of his books. The idea being that “in this day and age of Amazon and blogs and Facebook and MySpace, and LibraryThing, and Shelfari, everyone has a public forum where they can express their opinions.”

Warner’s piece is also a sobering reminder for humourless publishing-industry reporters to keep on their toes. From one of his press releases:

“According to Mr. Warner, TOW Books will be dedicated to publishing titles with staying power instead of relying on slapdash parodies, designed only to capitalize on a current cultural trend and rushed to market to make a quick buck.

“The first announced title to be published in early 2007 will be Kevin Federline’s Guide to Sudoku.”

I assumed the joke would be obvious, but this little nugget was repeated in the Publishers Weekly coverage of our launch as fact. “The second Tow Books title, scheduled for release in early 2007,” PW reported, “will be Kevin Federline’s Guide to Sudoku.”

HarperCollins U.S. to try new publishing model

In a move that should have people talking at the upcoming London Book Fair, HarperCollins U.S. has announced plans to launch a new-style publishing program. The man in charge is publishing veteran Robert S. Miller, who is credited for building Disney’s Hyperion publishing program.

According to a press release from HarperCollins:

As President and Publisher of the yet-to-be-named entity, Miller will publish approximately 25 popular-priced books per year in multiple physical and digital formats including those as yet unspecified, with the aim to combine the best practices of trade publishing while taking full advantage of the internet for sales, marketing and distribution. Authors will be compensated through a profit sharing model as opposed to a traditional royalty, and books will be promoted utilizing on-line publicity, advertising and marketing.

The references to leveraging the web sound like the usual breathless PR-speak, but compensating authors through a profit-sharing model does indeed sound like something new and notable. Who knows what it’ll mean for the authors in practice, but it’ll probably be an experiment worth watching.

Meanwhile, The New York Times has posted an article examining HarperCollins’ plans, in which it reports that Miller also aims to reduce (or altogether eliminate) costly returns. The article doesn’t make clear how he plans to do this, except to say that:

The new group will also release electronic books and digital audio editions of all its titles, said Jane Friedman, president and chief executive of HarperCollins, a unit of the News Corporation.

“At this moment of real volatility in the book business, when we are all recognizing things that are difficult to contend with, like growing advances and returns and that people are reading more online, we want to give them information in any format that they want.”