The Magic Machine Behind A (Not So Surprising) Smash Debut

“To promote its new star title, Doubleday launched a Defcon-1 publicity blitzkrieg. It printed a surfeit of galleys and put them into the grasping hands of underpaid booksellers, and sprayed copies all over the Internet. … It hired six actors, dressed them in tails, top hats, and long red scarves — in Morgenstern’s novel, die-hard circus fans wear red scarves to signal their devotion — and had them pass out beribboned bags of promotional caramel corn.”

Critics Dislike Negative Reviews, Except When They Write Them

“When somebody fails to appreciate something you yourself have deeply enjoyed, it’s hard not to feel personally affronted. This isn’t logical — why should your own pleasure in something be lessened by somebody else failing to share it? — but it’s human. You may feel that your whole value system is under attack.”

Technology Of The ’80s, Re-created With Paper And Glue

“When today you can read a book on a screen, we needed to create ‘real things.’ The aspect of craftsmanship is really important for us. We wanted to turn an industrial object into a unique handmade craft. And the fact that the objects are not working places the user into a spectator position, a way to see the object out of its function.”