Bibliofile

Title Misdeed

Jaswant Singh’s Jinnah book proves two things: even the worst-chosen of titles (can you think of a clumsier one than Jinnah: India—Partition—Independence?) and the drabbest of brown covers can’t prevent a book from being a bestseller. It was as if publisher and author had colluded to make the book sink before it was even launched (that’s perhaps why the original print run was a cautious 2,000 copies). Secondly, even in its 15th reprint, the book has yet to cross the 30,000 figure. And this after everything is going for it—a record export order to Pakistan, the daily media blitz and even a ban order. Makes you almost forgive publishers for being such cautious creatures.

Symbolist Marketing

You could call it a clearing of the way for the giant. No publisher is willing to schedule a big release next week, when Dan Brown’s new book—The Lost Symbol—hits bookstores on September 15. It has forced rival publishers to either push their big releases forward or postpone them. And if you think Brown’s publisher in India, Random House, is taking a big risk by printing 1,00,000 copies in hardback priced at Rs 699, ask its rivals: they think Random could have easily upped it to 1,50,000.

A Peckish Pull

Last year’s surprise bestseller is a self-published book by a little-known journalist, Rashmi Bansal. Her Stay Hungry, Stay Foolish, about success stories of IIM graduates who have strayed from the beaten path to follow their hearts, sold 1,00,000 copies within eight months. Her mantra: forget reviews, focus on the word-of-mouth.