By Rachel Deahl
It’s just under a thousand pages. It’s a work in translation. It got a not-so-glowing review from the New York Times. Following standard publishing wisdom, even when you account for the sometimes cultish following Japanese novelist Haruki Murakami has, his newest work, 1Q84, should not be the out-of-the-gate hit it is. But Knopf, which published the title late last month, has not only turned the book into a bestseller, it’s also managed to reverse another trend: it has made the book more popular in print than in digital.
According to numbers released by the publisher, the novel, which was at #2 on the Times bestseller list on November 13, has sold 75,000 copies in hardcover, and 25,000 in digital. Those impressive print sales are thanks, in large part, to an extravagant package that Knopf put together that has made the book the kind of object–beautiful and collectible–that readers want. And, more than likely, non-readers also want.



