Going by the book

With an average turnout of about 75 people every launch, it sure makes sound financial sense to invest in a launch bash. Says Harkin Chitlani, chairman, India Book Distributors & CEO, Fountainhead, "We spend between Rs 8,000 to Rs 20,000 for the launch of a book. The publicity the store gets makes it worthwhile." The same money also goes toward another benefit. It helps create a buzz around the bookshop as being more than a place that just stocks books. Take the case of Crossword. Since 1997, it has been an adda of debate and discussion. Where even magazines like The Art India Magazine and Gallerie hold launch events — based on the content of the periodical. So, whether Sudarshan Shetty talks about installation art or Navjot Atlaf on her source of inspiration, the bookstore at Breach Candy succeeds in adding a human face to its otherwise inanimate product. Says RSriram, CEO, Crossword, "A launch provides readers with the opportunity to directly interact with the authors. The idea is to generate and nourish a book culture in the city. Getting celebrities to read and participate in these events is simply a way to attract people. In fact, such events are close to what advertising is for other products."

That it is also excellent advertising for the author is by now a well-known fact. A fact that writers are increasing learning to use to their benefit. Tara Dehspande had Dalip Tahil and Gerson da Cunha reading out extracts from 50 And Done in both Mumbai and Delhi. Her raison de’ etre: "The book came just after Bombay Boys, when I was on my way to establishing myself as an actor. I had to convince seasoned readers to take me seriously as an author. Besides, it was the only possible way to arouse interests of young people, that here’s something they could try out. And believe me it worked wonderfully." A survey later revealed that her 65 per centof her readers were between the age group of 16 and 23. Tara’s next book, another work of fiction slated for a March release, will be launched in six cities throughout the country. Gita Piramal used the same strategy and met with similar success. "We had to arouse people’s interest in business before getting them interested in the book. So the discussion was organised." Well, today there is no longer any discussion about the celebrity status of the writer and the elevation of the bookstore to a happening hangout. The future of books could not look more secure.