On June 2nd, we released the paperback version of John Kenney’s bestselling, wry, delightful novel, I See You’ve Called in Dead. The book, about Bud Stanley, an obituary writer who is afraid to live, came out in hardcover, ebook, and audiobook on April 1, 2025. Like many hardcover titles that pick up steam, we decide to release a paperback edition a year later, but we had to devise a marketing strategy for the release.

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“A Reading Rager”

First, we decided to host another event. Events are at the heart of everything we do. When the book originally launched, we threw a party (designed to look like a memorial service) at the Frank E. Campbell Funeral Chapel. Dark idea, but funny, like the book. (Alix Strauss originated this concept with her book The Joy of Funerals.)

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This time, our Executive Editor, Kathleen Harris, hosted a party at her home.

“One of the best parts of my job is getting to feel readers' excitement and connection to a book,” Kathleen explained. “To see John swarmed by this incredible community of readers, all who were bursting with questions for him, wanting to know more about Bud, about the editing process, about what he thinks makes a good obituary, is an unforgettable experience.”

She continued, “This is why we do what we do: so people can clutch a book close to their hearts, raise a glass, and feel pure joy about meeting the author behind the words. It was the ultimate reading rager.”

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We also decided to take an ad in The New Yorker where John is a regular contributor. It was down to the wire getting the design in by the deadline (technically a bit over the wire), but we were thrilled with the placement. In publishing, it’s hard to know what works and why. Some things are great for awareness like GoodReads giveaways, others for conversion and clicks like Meta ads, still others for buzz. We typically do a little of everything.

Now John is heading out on a very exciting book tour to Northern and Southern California, Oregon, Delaware, and Massachusetts, along with a few virtual events. He’ll be in conversation with literary powerhouses including Jane Hamilton, Shalom Auslander, Karen Joy Fowler, and others.

We can’t wait to host him this Sunday, June 14th at 5 pm at Zibby’s Bookshop in Santa Monica. (We’ll be sending out a Substack Live link.)

We’re pleased to report that the paperback debuted on the USA Today bestseller list. But we’ll still be doing everything we can to spread the word. The best way for a book to break out? Ann Patchett said it best this week: the #1 way to have a book break out is for one person to recommend it to a friend after reading it.

Thoughts? What has worked for you? What makes you buy a paperback?

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