The celebrification of book signings
The Times finds itself in Waterstone’s on the day that Paul McCartney is signing his new children’s book. Pandemonium ensues and the queue is gigantic — what’s happened to the book signings of old?
“Bookshops have remarketed themselves as lifestyle shops,” says Philip Jones, of the industry bible, The Bookseller. “They’re competing with other media such as DVDs and music and the huge discounts offered by online booksellers. Publishers are putting more emphasis on the cult of the author, especially celebrity authors, to attract a consumer audience.”
All of which translates as: Paul’s fans are not here to read. Jo Marino organises all the big events at Waterstone’s — Palin’s Himalaya, Pamela Anderson’s Star, David Beckham’s autobiography, My Side. Could Martin Amis pack a store like Pammy? “With someone like Amis we would do an ‘in conversation with’,” says Jo.
Boy, doesn’t that say it all. But then in the UK at least, most authors don’t do proper signings unless they can guarantee some sort of turnout (bookstores are also far more likely to charge customers for the privilege as well.) So you’re not quite as likely to get the lemon signings where no punters show up, but even so.
Although American bookstores are hardly immune, of course — witness the turnout for John McCain’s recent signings, as one example…
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