Last week, the books and publishing industry got itself into the biggest lather that I have seen since before the pandemic. In fact, the last time I can remember such excitement was almost exactly two years ago when Margaret Atwood’s The Testaments, her long-awaited sequel to The Handmaid’s Tale (1985), was published. I did not, like some, form an orderly queue outside a participating bookshop to buy my copy on the stroke of midnight Tuesday, 7 September. I managed to hang on until Thursday before succumbing!
I was working in London at the weekend and decided it would be a good opportunity to read the book on the train. I imagined that I would devour it in a couple of sittings. I didn’t and am still only about halfway through. You may be wondering if that tells you something about how I feel about the book, but you will have to wait until I have finished it before getting my full and considered opinion.
Reception of the book so far has been positive, but with acknowledgement of the difficulties of producing work that reaches the same dizzying heights as her first two books: Anthony Cummins in The Guardian senses the difficulties the author has had writing this novel in “the glare of expectation”. John Williams in the New York Times, hates the book’s title, but mostly loves what is inside the covers, especially the author’s partly-ironic exploration of what must certainly be the autobiographical elements. He finds parts of the novel clichéd, but acknowledges the impossible situation this young (Rooney is still only 30) author is in and admires what she has achieved. The Independent gave it three stars out of five.
By chance I heard that there would be a special ‘pop-up’ event in east London, close to where I was going to be working, so I took the opportunity to go along on Saturday afternoon. A huge mural replicating the book’s cover had been painted on the outside of the venue, so it was impossible to miss. That was the highlight really; inside was a sparse,rather bleak windowless room, up some shabby stairs, with the books laid out on a couple of cloth-covered tables. The impromptu bookshop, was a joint venture between Waterstones and Faber, Rooney’s publisher. The super-enthusiastic young staff was selling copies of the novel, plus some books that Rooney had selected based on her influences for the work. I was also told I would get a free canvas bag and some ‘merch’ (badges and bookmarks) if I bought the book there and then. I said this was unlucky as I had already purchased it two days before. This did not generate the desired response; I was not offered a freebie in acknowledgement of my support. Even more disappointingly, I purchased two of “Rooney’s recommendations”, but only the main act entitled me to some ‘merch’. Shame. I would have liked a bookmark.
So, I got a bit caught up in the hype. I went along to the ‘pop-up event’ hoping some sort of magic might rub off on me. Unlike some other customers I saw, all looking like the millennials who are the main subject of the novel, I did not do a selfie with the shop mural in the background. I came away feeling slightly suckered. And hoping that this had been the publisher’s and not the author’s doing, that she had no control over how the book was marketed.
I hope for her sake, Sally Rooney’s third novel is more ‘moderately’ successful than Normal People, and that she can then get on with what she does best, writing books. Does Beautiful World, Where Are You live up to the hype? I’ll let you know next week!