What’s in a name?

J. K. Rowling has written a crime novel called The Cuckoo’s Calling under the pseudonym Robert Galbraith, and by doing so has proven two things: Rowling’s writing earns rave reviews no matter what name under which it’s published (because a rose by any other name would smell as sweet), and that her real, Harry Potter-associated name is a veritable gold mine of a brand.

The novel, which was published in April, is set in London and features a one-legged private detective named Cormoran Strike, who is hired to investigate the death of a supermodel called Lula Landry. The book was welcomed with rave reviews, including a piece in Publishers Weekly, which stated that “in a rare feat… Galbraith combines a complex and compelling sleuth and an equally well-formed and unlikely assistant with a baffling crime in his stellar debut.”

Before the news about the author’s real identity broke last week, The Cuckoo’s Calling had reportedly sold around 1,500 copies. Since Rowling was unmasked, however, the book’s Amazon sales have risen more than 150,000%. Let me just spell that our for you for the sake of reiteration: one hundred and fifty thousand percent! Read more