The 2024 book launches of ‘Alice Through the Looking-Glass: A Companion’ edited by Franziska E. Kohlt and Justine Houyaux were more than just book signings. They were immersive experiences that explored the mind of Lewis Carroll and the enduring legacy of his work. Held in two iconic locations—Oxford, the birthplace of Alice’s Adventures in Wonderland, and Los Angeles, the birthplace of Disney’s cinematic adaptations—these events demonstrated the power of a well-executed book launch, and how authors and editors can build on their research to craft an event. Here we explore what makes a successful book launch as part of an author marketing strategy.

Why Book Launches Matter

A successful book launch strategy can significantly boost a title’s visibility, generate buzz, and foster a dedicated readership. It’s an opportunity to connect with readers, colleagues, and fellow authors, to illustrate what the book can offer them and their own understanding of the topic.

The Magic Behind the Success

The book launches for ‘Alice Through the Looking-Glass’ were particularly successful due to a combination of factors:

1. A Unique Setting:

Oxford: By choosing Oxford, the editors tapped into the rich history and literary heritage of the city. As Franziska E. Kohlt explained, “The Oxford launch was a bit of a full, circle moment – I had worked with the archives kept at the library of Christ Church, where Lewis Carroll had lived and worked most his life, where he had met Alice, and written the Alice books, for such a long time.” This setting, so integral to the book itself inspired insightful discussions and tapped in to the historical context of Carroll’s work.

Los Angeles: This vibrant city provided a platform to better explore the cinematic adaptations of Alice and the evolving landscape of storytelling in the digital age.

“Both settings thus gave us access to unique discussions, with diverse audiences – to rethink pasts and futures of the interplay of arts, beliefs, society and technology – aspects whose intertwined nature we were keen to highlight in our book, and whose past and present echoes, we could reflect on (pun intended!), playfully –  in a Carrollian spirit.” Kohlt

2. Engaging Programming:

Expert Panel Discussions: The launches featured expert panel discussions with scholars from various disciplines, offering diverse perspectives on Carroll’s work. As Kohlt noted, “At the Oxford launch we had the unique opportunity to hear from speakers from Victorian Literary Studies, History of Science, Theology, Business Studies and Theatre Studies, who could point to the items, and the places referenced in their articles.”

Interactive Exhibitions: By curating exhibitions of historical artifacts and related items the editors created immersive experiences that brought the book to life. The editors were inspired to convene an exhibition on the history of early cinematic technology, “beginning with early optical trickery to the history of its uses in magic and technology and how they shape our perception and understanding.”

Thematic Performances: Tying in magic lantern shows and other performances to the launch added a theatrical element reinforcing the book’s themes. A highlight was an Alice-themed Magic Lantern show commissioned especially for the launch. Related exhibitions encouraged attendees who may not have originally been aware of the book or the launch.

3. A Strong Author Presence:

Personal Insights: Kohlt shared personal anecdotes and insights into her research process, creating a deeper connection with the audience. She reflected on the complexities of Lewis Carroll and how his multifaceted nature shaped his writings. earing Hearing firsthand from an author or editor about how the book came to be can bring the book and its contents to life for a potential readership.

Engaging with Readers: By actively engaging with readers through book signings, Q&A sessions, and social media, the author fostered a sense of community. Community is increasingly important in academia, with a strong academic network supporting one another both in book sales and in future research opportunities.

By combining these elements, these book launches were not just promotional events; they were cultural and community experiences that celebrated the enduring appeal of Lewis Carroll’s work and its relevance to contemporary issues.

What Other Authors Can Learn

Build your successful book launch strategy by considering a few things:

• Choose the Right Setting: Consider the themes of your book and select a location that aligns with its message.
• Create Engaging Programming: Offer a mix of academic discussions, creative performances, and interactive elements where appropriate to appeal to your audience.
• Leverage Social Media: Use social media to build anticipation, share behind-the-scenes content, and connect with readers.
• Collaborate with Experts: Partner with scholars, artists, and industry professionals to enhance the credibility and impact of your launch.

Discover this fascinating book for yourself, and see the wider impact and public interest of this subject here: Alice Through the Looking-Glass – Peter Lang Verlag

For more information on the topic, you can find some great features from the BBC where editor Dr. Franziska E. Kohlt contributed.

BBC In Our Time: Alice’s Adventures in Wonderland

BBC History Magazine: Lewis Carroll: maker of wonderlands

Please join us for a wine reception and discussion of climate change!

Cli-Fi: A Companion, edited by Axel Goodbody and Adeline Johns-Putra, will be launched at the Oxfam Bookshop (56 St Giles, Oxford) at 6 pm on Wednesday 11 March. Axel Goodbody and guests will speak about cli-fi (climate change fiction) and its value for teaching and learning about the environmental crisis. Special guest Robin Willoughby, Head of Food and Climate Policy and Campaigns for Oxfam GB, will talk about Oxfam’s work to fight the causes and consequences of climate change.

A book display of cli-fi titles is now available in the Oxfam Bookshop window. Please stop by and browse!

The event coincides with Academic Book Week, 9-13 March 2020, whose theme is ‘Academic Books and the Environment’. Free admission: Reserve your place now!.

We are pleased to announce that The Mabo Turn in Australian Fiction by Geoff Rodoreda has won the Association for the Study of Australian Literature‘s Alvie Egan Award 2019! The winner was announced at ASAL’s annual conference in Perth on 2-5 July 2019.

The award is for the best first book of literary scholarship by an early career researcher (ECR) on an Australian subject, published in the preceding two calendar years. 

 Published in 2018, The Mabo Turn in Australian Fiction is the first volume in the Australian Studies: Interdisciplinary Perspectives series edited by Anne Brewster.  This is the first in-depth, broad-based study of the impact of the Australian High Court’s landmark Mabo decision of 1992 on Australian fiction. It takes a closer look at nineteen contemporary novels – including works by David Malouf, Alex Miller, Kate Grenville, Thea Astley, Tim Winton, Michelle de Kretser, Richard Flanagan, Alexis Wright and Kim Scott – in order to define and describe Australia’s literary imaginary as it reflects and articulates post-Mabo discourse today.

The Association for Anglophone Postcolonial Studies (GAPS) has granted its Dissertation Award 2018 to Dr. Geoff Rodoreda for his doctoral thesis submitted at the University of Stuttgart. The Award is endowed with € 2,000. It is granted once every two years to an outstanding doctoral thesis that advances and expands in an exceptional manner the analytical and/or theoretical approach to the Anglophone literatures around the world, to the study of the varieties of the English, or to other postcolonial cultural forms, practices, and media.

“The Mabo Turn in Australian Fiction” is based on this thesis and was published by Peter Lang in its Australian Studies series. It is the first in-depth, broad-based study of the impact of the Australian High Court’s landmark Mabo decision of 1992 on Australian contemporary fiction.