This is our first collaboration with Fitzcarraldo Editions, a UK publishing house that will be bringing Dan’s book out just before the US edition. They’re known for doing beautiful work, and should generate good buzz to jumpstart the conversation here. Pretentiousness fits in well with our other recent forays into essay, especially Sidewalks and Cats. The trim size will be small, and the book will have french flaps, making it an appealing object, and, we hope, cash register impulse purchase. The title (emphasized in the design) is intentionally provocative.
Dan has a tremendous platform with Frieze, so there should be no lack of coverage and interest in the art world. The book is conversational and never jargon-y-this isn’t writing for an academic audience-and it should have crossover appeal Dan’s background in journalism means he’s well-versed in pitching, excerpting-the gamut of publicity tools-and he’ll be a pro at deploying them.
The book should appeal to the same readers who bought On Bullshit