The author, who asked that his name be kept out of print, spoke to PW from his apartment in New York’s East Village about the long, strange trip of publishing -and promoting- Diary.Ī Brit who honed his advertising craft at some of the major agencies in London, then New York, the author self-published the novel in Amsterdam in 2006. He pulled off a savvy publicity campaign that prioritized, above all else, getting the book’s title shared on social media.
The book’s unlikely rise, from underground hit to Big Five-published novel, is due predominantly to the marketing efforts of its anonymous author. In its first three weeks on sale, the title has gotten off to a respectable start, selling roughly 14,000 copies, according to Nielsen BookScan. After selling nearly 100,000 copies-predominantly in trade paperback and e-book-the book was acquired by Simon & Schuster’s Gallery Books imprint in May, and re-released by the Simon & Schuster imprint on June 14. The slim novel, which details the travails of a broken-hearted, alcoholic, and bitter misogynist (who is also an unreliable narrator), was self-published in 2006. And that’s by design: a design carried out by the book’s anonymous author over 10 years. Or maybe you saw a picture of the book on Instagram, or read a discussion of it-positive or negative-on Twitter.
You may not know what Diary of an Oxygen Thief is about, but you might have heard the title.
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