Despite planning a laid-back marketing campaign for her upcoming novel for adults, Harry Potter novelist J.K. Rowling will have make “a slew of promotional TV stops,” including visits to The Daily Show and Good Morning America.

An AdAge article took a look at Rowling’s press plans for The Casual Vacancy. The 512-page novel will cost $35, the large-print hardcover will cost $39.00 and the eBook will cost $19.99. Publication is set for September 27, 2012.

The article included a quote from Barnes & Noble marketing vice president Patricia Bostelman: “She had very strong opinions about how she wanted this book marketed … She’s very committed to being received as an adult-fiction writer, and she wants the work to stand alone, apart from her reputation and success.”