Little, Brown and Rowling deny 'stunt'

J K Rowling and her publisher Little, Brown have denied that the revelation of her authorship of The Cuckoo's Calling (Sphere) was a marketing tactic orchestrated by themselves.

The denial follows widespread press coverage for Rowling's pseudonymous venture and its unmasking in the Sunday Times.

Both the publisher and J K Rowling's spokesperson Nicky Stonehill of StonehillSalt PR issued statements denying rumours that they were behind the newspaper's story. Stonehill said: "We can confirm the story in the Sunday Times was correct, and it was not a leak or elaborate marketing campaign to boost sales. We are not commenting any further.”

Little, Brown also said the revelation "was not a leak or part of a marketing campaign". A spokesperson said: "We were very pleased and proud to have published The Cuckoo's Calling, and we're delighted with the great response it has been met with from readers, reviewers and fellow writers. We're looking forward to publishing Strike's next instalment in summer 2014."

The publisher has said printer Clays is "working round the clock" to get copies into shops by Friday (19th).

The wait for the arrival of the print book has meant a likely boost for sales of the e-book. But Sheila O’Reilly of south London independent Dulwich Books wondered whether “people want to be seen holding the physical copy to show others that they managed to get their hands on it".

J K Rowling’s identity as the author of The Cuckoo’s Calling has continued to make headlines around the world. "Is there any genre Rowling cannot master?", the Sydney Morning Herald in Australia asked this morning.  

"More hardcover copies of Rowling book on the way," the Hindustani Times in India reassured readers. "Signed copy of Rowling book could mean big money," predicted the Straits Times in Singapore.