Failure to launch

Like many authors, before signing my first publication deal I’d had a fixed idea of what being published meant.

And it all started off with an impressive launch – glitzy, glamorous, attended by the masses. Admittedly, my ideas were influenced at least in part by Carrie Bradshaw in "Sex and the City" whose launch event brought together the great and the good from NYC, decked out in finery and gushing at her fabulousness.

Since those innocent times, I’ve realised this is far from the case. While prospective big hitters, lead titles and household names may still have publisher-funded launch events, the majority of authors have small gatherings – often self-funded – or opt out altogether.

When my first publisher asked if I wanted a launch, and offered to book a London bookshop for the occasion, my answer was “hell yes!” Of course! I wanted it all! The date of the launch? May 2020. And you don’t have to be a mathematical genius to work out that that was unfortunate timing to say the least.

Living in France, and with my hopes dashed by the pandemic, I held an online launch for my second book with the support of an indie bookshop. But any enthusiasm I had for organising a knees-up more or less dissipated. Last time? I simply didn’t bother.

Now poised to publish my ninth novel, and newly back on UK soil, I’ve decided to go ahead and organise my first, real-life launch. While I’m not expecting fireworks, press coverage and confetti, I do feel that I want to experience this authorial rite of passage.

But I couldn’t help but wonder: beyond offering the chance for your mum to buy a signed copy and share a plastic glass of fizz, are book launches a waste of time?

It seems in terms of book sales, they probably don’t make a significant impact. "Even if 100 people attended a launch, I’d only expect 50% to purchase a book on the night, once you take out author, publishers, professionals, booksellers and a few family/friends who have pre-ordered," says Ellie Pilcher, award-winning book marketer and author.

Surprisingly too, "most launches are organised and paid for by the authors themselves", with publishers sometimes making a contribution, but not wanting to "set a precedent or create expectation" in other authors, explains Pilcher.

Despite this, many feel that launches are still worthwhile. "It’s good to celebrate a book’s publication… and it’s really good for morale," explains Pilcher, who intends to throw her own launch party for her forthcoming novel That’s What She Said next year.

Launches may not make a significant difference to overall sales, but they can be useful in raising awareness on a local level

Launches may not make a significant difference to overall sales, but they can be useful in raising awareness on a local level. "Many people that attend the launch buy a copy of the book which pushes it to the top of our shop’s top 10. This creates exposure which then has a further positive impact on sales," explains Alex Forbes, owner of Fourbears Books in Reading.

In addition, launches are opportunities for networking both for author and booksellers. "Meeting authors and industry professionals is certainly a benefit," agrees Forbes.

So we shouldn’t expect fabulous fashion, canapes and champagne à la Carrie Bradshaw (unless authors are willing to max out their credit cards on bottled fizz and Manolo Blahniks). And launch parties are unlikely to nudge the book into the Sunday Times Bestsellers’ chart unless they were headed in that direction anyway.

But it does seem that in less tangible ways book launch events are still worth it. "If another author asks me if they should or shouldn’t have a book launch, I encourage them to go for it," says Nicola Gill, author of That’s Just Perfect. "I don’t think a physical book launch massively moves the needle on sales but I’ve loved marking the occasion with family and friends."

Nikki Smith, whose debut All in Her Head was released in 2020, had her first launch event in 2023 to celebrate her third novel, The Beach Party. She found the event "helpful on a psychological level" and "a wonderful chance to thank all those people who had supported" her.

"There are organisational logistics to manage for a physical launch, such as making sure you have enough drinks and nibbles for people, which can be stressful, and if an author is under the impression a book launch will result in vast numbers of sales or lots of PR opportunities, they may be disappointed," she admits.

"However, I think a physical launch in a book shop does give an indication to the publishing community that the publisher really supports this book. Plus, it’s a wonderful opportunity to celebrate and a great way to mark your achievement."

The answer seems to be that while launches are not the be-all-and-end-all, they can be a positive, uplifting experience. After all, as Gill says: "Writing can, at times, be a lonely process so it’s lovely to be able to celebrate."

Perhaps I should splash out on those Manolo Blahniks after all.