Potter paperback picks up pace

<p>Bloomsbury has said that it is &quot;delighted&quot; with retailer support for the final Harry Potter paperback, <em>Harry Potter and the Deathly Hallows</em>, after some booksellers complained of the &quot;low key&quot; nature of its launch.</p><p>Retailers have said that Bloomsbury has not promoted the title, out today (10th July, &pound;8.99), as heavily as previous books in the series. &quot;They have been playing it very low key,&quot; said one retailer. </p><p>Bertrams buying director Chris Rushby said paperback orders were &quot;substantially down&quot; compared to previous Potter paperbacks. &quot;I think it&#39;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.&quot;</p><p>Bloomsbury said it was supporting the book with a national advertising campaign using phone boxes. &quot;Bloomsbury is delighted with the support of our retailers for the final Harry Potter book in paperback,&quot; said marketing director Kathleen Farrar.</p><p>Borders children&#39;s buyer Becky Stradwick said that the buzz was quieter than previously, but still called it a &quot;huge release&quot;. &quot;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.&quot;</p><p>Waterstone&#39;s children&#39;s category manager Toby Bourne said the release was Book of the Week, and would be sold at half price (&pound;4.49). &quot;It&#39;s very much a key summer launch,&quot; he said. &quot;There haven&#39;t been any noticeable differences in demand from the previous paperback releases.&quot;<br />Bloomsbury is also releasing a redesigned box set of all the books in paperback in October.</p>