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?

As a war correspondent, I worked with photographers who said the camera was a buffer between them and reality. It is much the same now as we snap and scroll

I was sitting on a rooftop in Athens at sunset looking up at Filopappou hill. Athens in August is burning hot. Not so much hotter than London or Paris any more, but the sort of hot that makes it foolish to step out into sunlight before 6pm. Emerging from the air conditioning at dusk, I saw a dense line of silhouettes on the ridge above me. Almost every one of these shadows had its arm raised, holding a cameraphone towards the sunset.

Of all the pretty hills in the Greek capital, Filopappou arguably has the best view. The Acropolis stands directly to its north. To its south, where I sat, the city sprawls out towards the sea and a dark horizon of islands – Aegina, Salamina, Agistri.