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The publishing industry has historically appealed to collectors by offering special editions of classic backlist titles. For years, publishers and retailers have transformed iconic works like Pride & Prejudice and Frankenstein, alongside genre favorites like Dune and Lord of the Rings, into beautifully crafted editions, catering to those who appreciate literature as both an art form and a collectible.
However, in recent years, the availability of special and collector’s editions has surged, with an increasing number of not only cherished classics but also trendy new releases receiving unique treatment. These editions often feature visually striking elements such as sprayed edges, illustrated endpapers, bonus chapters, and other exclusive content.
A key driver of this trend has been the rapid growth of the romance and romantasy genres. Many believe that the first edition of Rebecca Yarros’s Fourth Wing, characterized by its black sprayed edges and dragon stenciling, marked the beginning of this current wave of limited editions. Carrie Feron, a vice president and executive editor at Gallery, noted that romance readers, whom she describes as “the fandom,” have become more expressive and engaged, often showcasing their collections and fostering a community identity that was less prominent five years ago.
“We continuously seek ways to cater to our fans’ desires,” remarked Jean McGinley, senior vice president of rights and permissions at HarperCollins. “While five years ago this might have included extra scenes or insights into forthcoming work, today, readers are gravitating towards beautifully designed packages.” Publishers have recognized that the demand for special editions has intensified, fueled by the rise of book subscription boxes that often create exclusive editions. Recent offerings from companies like FairyLoot, Illumicrate, and LitJoy showcase popular series like Scarlett St. Clair’s Hades x Persephone and V.E. Schwab’s Monsters of Verity, further illustrating this trend.
With escalating interest from consumers, publishers are eager to join the special edition market. Monique Patterson, vice president and editorial director at Bramble, explained that the growing interest from subscription services has enabled publishers to produce special editions in a financially viable manner, opening up more opportunities for investment in these projects.
Tim Holman, president of Orbit, sees the increasing demand for special editions as a sign of readers’ affection for books as tangible items. This renewed enthusiasm for the physicality of books appears intertwined with the influence of social media, particularly TikTok. Justine Bylo, an associate publisher at Entangled, affirmed that “BookTok and Bookstagram are always factored into our planning,” acknowledging the pivotal role that these platforms play in shaping book trends.
The visual nature of social media has accelerated the sharing of collector’s editions in reader communities, leading to heightened visibility and demand. Hachette’s Danielle Cantarella succinctly observed that “the rise of BookTok and other visual platforms has fostered an increased desire for these editions,” noting that a striking book cover is more crucial than ever in attracting readers’ attention.
While specific features favored by BookTok, like sprayed edges and foil accents, influence special edition designs, Cantarella admitted that trends are unpredictable; thus, publishers cannot rely solely on social media. McGinley expressed that a new generation of enthusiasts—primarily younger readers—values books as collectible items and eagerly shares their finds across various social platforms. Both McGinley and Feron highlighted the importance of looking to successful marketing campaigns, like those for exclusive Taylor Swift albums, as models for their strategies.
Most special editions are produced in limited runs based on anticipated reader and retailer demand, with smaller printings for successive revisions. This scarcity can create a fear of missing out (FOMO), prompting buyers to act quickly. An original copy of Fourth Wing can command prices as high as $300, while a complete set of Illumicrate’s Bridgerton series can sell for $900 on resale platforms.
Deluxe editions also serve as a mechanism for authors to differentiate themselves in a competitive market. Bylo explained that her team aims to make deluxe editions visually stunning, incorporating artistic designs and narratives that complement the books. Other special editions may feature exclusive content, such as additional chapters or supplementary material. The upcoming deluxe edition of Emily Henry’s Beach Read, which was originally published as a paperback, addresses readers’ desires for a cohesive hardcover collection.
Entangled has a practice of launching both standard and deluxe editions concurrently, ensuring that all readers—whether they prioritize aesthetics or not—can secure the books they want promptly. This approach aims to accommodate diverse consumer preferences.
Certain titles may receive multiple special editions. For example, the forthcoming 2023 collector’s edition of Holly Black’s The Cruel Prince was created to offer a non-exclusive option after earlier versions were limited to specific retailers. Shannon DeVito, the head of the books division at Barnes & Noble, expressed confidence in the permanence of this trend, especially as publishers refine their processes for creating special editions.
As discussions around special editions increasingly take place during the acquisition phase, it is clear that this strategy is not reserved for established titles alone. Titles are now more frequently being released in special formats from the onset to create initial excitement; highlighted by Alvina Ling, vice president and editor-in-chief at Little, Brown Books for Young Readers, with recent examples from the young adult romantasy genre.
Historically, special editions in children’s publishing have focused on milestones or anniversary events, but this is evolving. Amanda Maciel, editorial director at Scholastic, noted that significant sales have come from regular special edition offerings, including anniversary and illustrated editions. Scholastic is set to publish a limited reprint of The Dragonet Prophecy from the popular Wings of Fire series this fall, while Aladdin will introduce a special first edition of The Last Dragon on Mars from a new fantasy series.
Barnes & Noble also offers exclusive editions catering to young readers, with their approach historically emphasizing YA and children’s literature before expanding into adult offerings. DeVito pointed out that the attention on adult special editions may create a perception of imbalance; however, the retailer continues to prioritize its children’s and YA collections.
As the market for special editions becomes increasingly crowded, Madison Nankervis, assistant marketing manager at Bloom Books, suggested that consumers might start making more intentional choices regarding their purchases. With an abundance of options, there may be a shift away from buying items solely for their visual appeal, as consumers become more discerning. McGinley concluded that it is critical for publishers to maintain strategic oversight over which titles receive special editions to ensure they remain coveted.
Drucilla Shultz is a bookseller and freelance editor with over a decade of publishing industry experience.
A version of this article appeared in the 10/07/2024 issue of Publishers Weekly under the headline:
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