JK Rowling has been the best boon to all authors the 21st Century has seen. All power to her, and all Hail, too. As she embarks on another(?) career with her 'adult' book coming out this month, she (or her publisher) attempt to keep the mantle of Harry Potter and YA classification at a distance. Mind you, she has also Potter to thank for having a (now) adult audience awaiting new material. It will be an odd line to toe. I wish for her nothing but continued success.
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Hey, Heard of That New Novelist J.K. Rowling?
'Harry Potter' Author Rebrands Herself as a Writer for Adults -- Very Quietly
By: Thomas Pardee
How do you leverage the power of one of the most-lucrative brands in history while simultaneously distancing yourself from it?
That's the marketing wizardry that book publisher Little, Brown & Co. hopes to pull off as it prepares to launch one of the most-anticipated titles of the year: an adult novel from "Harry Potter" author J.K. Rowling.
The Hachette Book Group division is taking a minimalist approach to marketing "The Casual Vacancy," Ms. Rowling's first outing since penning the conclusion to her blockbuster seven-part children's saga in 2007. The theory is that while she's arguably the best-known contemporary author in children's literature, within the adult-fiction category she is an unknown entity. Distancing the "Potter" franchise from her new work could alleviate preconceived notions about "The Casual Vacancy" and open Ms. Rowling up to wider swath of readers.
And Little Brown is expecting a lot of readers -- "The Casual Vacancy" will have an initial print run of 2 million.
"We're thinking there's no constituency that knows and loves J.K. Rowling that won't know of and be interested in 'The Casual Vacancy,'" said Little Brown Marketing Director Heather Fain. "But we also want people who just love great literary fiction to read the book, too."
The novel is under a strict embargo until 8 a.m. on its global release date of Sept. 27, and its marketing program will rely heavily on a slew of promotional TV stops, including "Good Morning America" and "The Daily Show." Ms. Rowling will make only one in-person appearance in the U.S., a ticketed event at Lincoln Center in New York on Oct. 16 that will be live-streamed to bookstores all over the U.S.