We’re just a month out from the publication of J.K. Rowling’s first novel for adults, The Casual Vacancy, on September 27. Little, Brown has been keeping details about the novel, other than the official description, top secret—sources say that only a select few have had time with the embargoed manuscript, and all cell phones and recording devices must be left outside the door.
That’s not unusual for a big title (although it’s less common for fiction), but the lack of pre-pub hype from the publisher is. As USA Today reports, there’s been little to no push on this one—no promo materials, no midnight release parties—and stores are having a hard time figuring out how to get the word out, or what to tell their customers when asked about the book. The head buyer at R.J. Julia Booksellers is quoted as saying, “We had no posters … It hasn’t been easy. People are curious, but they don’t know what to expect.”
The article goes on to say that the lack of a dramatic publicity onslaught is likely due to Rowling’s own wishes, since rumor has it the world’s best-selling author would prefer that her first adult novel stand on its own merit and not on her reputation. But a successful transition to adult fiction after becoming known as a YA author is a tricky one. Other YA authors who’ve made the jump in the last few years include Sara Shepard (Pretty Little Liars series), who released her first adult novel last year to little fanfare, and Ann Brashares, whose 2010 adult time-travel romance was the first in what looks like a stillborn series.
But perhaps the best comparison for a writer like Rowling is Stephenie Meyer, who moved to adult fiction after publishing the Twilight series. Her sci-fi novel The Host wasn’t a big jump from the teen fantasy she is known for, yet it still sold just 2 million copies in hardcover (yes, an impressive figure, but the fourth Twilight novel, by comparison, sold 1.3 million copies on its first day of sale!). She has yet to publish the promised sequel, although perhaps that will be announced when the film version of The Host is released in March 2013.
The Casual Vacancy couldn’t sound more different from the Harry Potter series, and although some people are sure to buy based on the Rowling name, its level of success will depend on the word-of-mouth response from readers. Stay tuned for our review on September 28!
Do you plan to read The Casual Vacancy?