Agassi Opens the Serialisation Debate

• 3rd Nov 2009 at 12:03:36 GMT by Liam Doyle

Do serialisations work?

Unless you've been stuck under a rock for the past few days, you'll have struggled to avoid the serialisation of Andre Agassi's new book.

For some (including, belatedly, the ATP) the crystal meth use and the subsequent cover up will provide the most cause for concern. For those of a more light-hearted disposition the wig escapades will provide the most dramatic revalation.

And for those like me, those who simply need to get out more, we'll wonder why publishers still invest such huge amounts in book serialisations.

The arguments for serialising are fairly well established: gain exposure, generate interest, increase sales and offset the cost of securing the book. [Despite being written at a time when newspaper finances were more buoyant than today, this explanation of the mechanics behind a serialisation deal is worth a read].

In Agassi's case, with a US advance reportedly worth $4m, the need for huge sales to meet that outlay is obvious. We don't have exact figures for the cost of the UK rights to the book, but given the size of the US advance, it's reasonable to assume that it's cost HarperCollins more than a new hairpiece.

So, costs have to be recouped and the easiest way to do that is to make the book, the book. The one that everyone just has to buy. But - there's always a but right? - do serialisations always work?

Isn't there a temptation that punters who may have bought a copy feel there's no point as all the best bits have been told already? Isn't the heart of a book fundamentally flawed by allowing it to be taken apart, often out of context, for the benefit of headlines?

From my perspective, it's always the latter. Far better for publicity departments (and, importantly, the author too) to work the entire book when it's released. The way Bill Simmons is omnipresent in the the US media at the moment (see the WSJ and Huffington Post to highlight but a couple of his interviews) working his new Book of Basketball, provides an excellent example of how to market a book.

As an aside for authors, look how his blog is being used to both promote and explain. His direct apology for not having enough books at the first signing - albeit by blaming the publishers - shows how to keep an audience onside.

But maybe it's me that's out of step (I often am). Are you more likely to buy a book because of extracts you've read in a serialisation? Does an extract pique or satisfy your interest?

Let us know what you think.