Amelia Dimoldenberg says publicists ignored her interview show for years but she can now be picky over A-list guests

Just a decade ago, Amelia Dimoldenberg found it impossible to drum up any mainstream celebrities to come on her mock date YouTube show, in which she chats awkwardly with guests over chicken and chips.

Even persuading a local actor connected with her London youth club to come on took years of prodding. Managers of A-listers with movies or albums to push instead battled to claim a spot on the hallowed cushions of the primetime TV chatshow sofa.

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© Photograph: Chicken Shop Date

© Photograph: Chicken Shop Date

© Photograph: Chicken Shop Date

From cover design to shelf placement and influencer partnerships … how publishers will persuade you to buy their books this autumn

Think about the last book you bought. How did you choose it? Was it from a recommendation, a review, a TikTok video? Did the cover grab you, were you swayed by the quotes on the front, or did you just happen to spot it on an appealing table as you walked into the shop? Did you think about all the nudges that led you to that decision – by the publisher, the bookseller or that person you follow on Insta?

The reality is that our reading choices are directed and massaged at every turn. “It’s all about the art of persuasion,” says Philip Gwyn Jones, who was a publisher for more than 30 years and is now a literary agent. And who are the persuaders? They’re the booksellers, the supermarket stock buyers, the publishing houses and their ranks of marketers and publicists. And, more recently, persuasion often comes from BookTokers and online influencers, social media videos, podcasts and Instagram posts. How is all this changing publishing?

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© Illustration: Giacomo Gambineri/The Guardian

© Illustration: Giacomo Gambineri/The Guardian

© Illustration: Giacomo Gambineri/The Guardian

The update turns product recommendations into a more direct revenue stream for creators, and for Amazon, the move puts its massive online marketplace inside one of the most popular video platforms.