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?

A heartbroken woman becomes fixated on a famous writer in this witty, touching follow-up to Sorrow and Bliss

The protagonist of Meg Mason’s new book, the follow-up to the 2020 tragicomedy Sorrow and Bliss, is an invisible woman. She might well be standing there but you won’t notice her. She’s a techie at literary festivals – the person who shuffles up to a famous writer a few minutes before their event and apologetically slides a microphone cable down their shirt while they’re making small talk with the chair or accepting a bottle of room-temperature mineral water from an anxious publicist.

No man is a hero to his valet, and no writer is a hero to the technical staff lurking in the wings of a venue. Mason’s opening pages present a teasing but not quite libellous series of cameos from real writers: George Saunders deciding at an inconsiderately late stage to insist on swapping his headset for a lapel mic; Ann Patchett being frosty with a fan; Mick Herron accidentally stepping on someone’s foot and not apologising.

A terminally ill woman makes a final trip to Egypt in an exquisitely wrought portrait of end-of-life reckoning

Virginia Woolf said of Middlemarch that it is one of the few English novels written for grown-up people. In the shallow and infantilising age through which we are living, Colin Thubron dares to assume that his readers are adults. Passage is a very beautiful, very moving, authentic work of art. Hardly more than a novella, it sits lightly in the hand, but its emotional and aesthetic weight overtips the balance.

Thubron began his career as a travel writer and a large part of the action of Passage is set in a vividly but economically evoked Egypt. This is not the teeming Egypt of Cairo or Alexandria, but of the countryside, the villages, and the great immemorial tombs and ancient monuments. The best travel writers know that “abroad” is most convincingly evoked not by awed exclamations at the world’s wonders, but by an attitude of relaxed familiarity. Thubron is obviously an old Egypt hand, or at least has the skill to convince us that he is.