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Potter paperback picks up pace

10.07.08 | Graeme Neill

Bloomsbury has said that it is "delighted" with retailer support for the final Harry Potter paperback, Harry Potter and the Deathly Hallows, after some booksellers complained of the "low key" nature of its launch.

Retailers have said that Bloomsbury has not promoted the title, out today (10th July, £8.99), as heavily as previous books in the series. "They have been playing it very low key," said one retailer.

Bertrams buying director Chris Rushby said paperback orders were "substantially down" compared to previous Potter paperbacks. "I think it's partly because of the [lower hardback] cost, but also because everybody had to know what happened to Harry because it was the final book in the series."

Bloomsbury said it was supporting the book with a national advertising campaign using phone boxes. "Bloomsbury is delighted with the support of our retailers for the final Harry Potter book in paperback," said marketing director Kathleen Farrar.

Borders children's buyer Becky Stradwick said that the buzz was quieter than previously, but still called it a "huge release". "I think retailers underestimate to their peril. When the hardback comes out you think every-one has bought a copy, but when the paperback is released, you are always proved wrong."

Waterstone's children's category manager Toby Bourne said the release was Book of the Week, and would be sold at half price (£4.49). "It's very much a key summer launch," he said. "There haven't been any noticeable differences in demand from the previous paperback releases."
Bloomsbury is also releasing a redesigned box set of all the books in paperback in October.

• Bloomsbury
• children's
• Graeme Neill
• harry potter
• J K Rowling
• Retail