To Save Short Stories, Tweet! A Lot.

Neil Gaiman: “Short stories are the best place for young writers to learn their craft: to try out different voices and techniques, to experiment, to learn. And they’re a wonderful place for old writers, when you have an idea that wouldn’t make it to novel length, one simple, elegant thing that needs to be said. People like reading short stories. And they like ­listening to short stories.”

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.”