What I Wish I’d Known is a regular series where we ask some of our favourite people in the book industry to reflect on their careers. In this instalment, we asked writers, editors and booksellers to share some of the unexpected and useful things they’ve learned along the way about launching books.

Top left to right: Rochelle Siemienowicz, Maame Blue, Jaclyn Crupi, Mark Smith and Eileen Chong. Bottom left to right: Jaye Chin-Dusting, Esther Anatolitis, Luke Horton and Shaeden Berry.
Esther Anatolitis, ed. Meanjin
What is a Fortune Cruskit? It’s the prophetic biscuit invented by Express Media’s EdComm team to help launch Voiceworks 62 Futureshock—they wrote fortune-cookie-ish provocations straight onto Cruskits using non-toxic textas! Twenty years later, that launch is still with me—as is Tom Doig’s final as editor where, in munted spontaneity, he flew from one end of Trades Hall’s Bella Union bar to the other, leaping with inexplicable precision from wobbly tabletop to wobbly tabletop, and astoundingly, breaking not a single glass (nor limb).
Since running Express Media, I’ve gone on to festivals such as Emerging Writers’ and Melbourne Fringe where I’ve led a dizzying array of events by adventurous artists. Writers, however, are not your typical creative; writing as a practice tends us all towards introversion (thus the wisdom of the Cruskit). For Meanjin’s Melbourne launches, we’ve invented something of a ritual. Starting out in the Readings Carlton laneway, a wall of five posters at massive A0 scale honours the work of our writers while taking a little anxiety-inducing attention away from both reader and audience. Then we head inside for a more formal arrangement: little stools and standing room around a lectern and mic. By that moment, everyone has warmed to a welcome intimacy, gathering with the generosity of newfound connections. Hospitality in the Greek sense—that warm embrace that always puts our guests first—is something I’ve prized since the beginnings of my career. What I wish I’d known then, as well as I do now, is when to hide and when to fly.
Shaeden Berry, Down the Rabbit Hole
It’s easy to fall into a cycle of worry prior to a book launch—will it be a success? Will anyone come? Am I going to be launching my book to a crowd of my mum, dad and partner—and literally no one else? It’s even easier to start comparing, judging your own launch against authors who are more well known or who have larger marketing budgets. You start to think of a book launch as some sort of make-or-break event. But, at the core of it, a book launch is for the author themselves, a celebration of the years and blood, sweat and tears they’ve poured not only into their book but into getting published in the first place.
So, at my very first book launch, here’s what I wish I’d kept in my mind. First: you only ever get to launch your debut book once—after this, it’ll be your second book, your third book and so on. So that unique first-time excitement? You’ve got to embrace it because you won’t get it again. And second: the fact of having a book launch in the first place is already a success in and of itself—it means you’ve published your novel.
Maame Blue, The Rest of You
It’s a launch of you, not your book. Ok yes, it’s also the launch of your book; a celebration of all the time, emotional energy and creativity you put into something that people can now physically hold in their hands, share, discuss and complain about, if they like. But the book is also an introduction to you, the author, for your readers.
For me, I went with a celebration at an indie bookshop with close family and friends, and then a handful of people who knew of my work but whom I’d never met. And that sort of sets the tone for my whole vibe—low-key, friendly, sometimes-intellectual chats and then vegan cupcakes! It was a launch of Maame Blue the author, and my book is naturally a byproduct of who I am (though, of course, not the totality). Yours could be totally different—maybe it’ll be a big ole’ fancy affair where everyone dresses up and drinks cocktails and that feels very ‘you’. In which case, it’ll be perfect. Ultimately, the book launch gives you an excuse to present to the world the kind of author you are—or at least hope to be with each new completed book. So, make sure it’s authentic and have fun with it.
Jaye Chin-Dusting, The Bookseller’s Podcast
Not all books are the same and therefore not all book launches can be created equal. For first-time authors, and perhaps even more so for authors not immediately recognisable to the reading public (most authors), this can be a difficult concept. After potentially years of incredibly hard work, the book is finally ready for release and the realisation that not everyone is as wildly excited as you can be a bitter pill.
So, my first piece of advice is to draw on your personal network. Heavily. This is a time of celebration. Do not be embarrassed to gather your people around you for the launch. If you can offer this to the bookshop hosting—that they can be assured a strong showing—you will be more than halfway there. A successful launch is less about how many books are sold than a celebratory vibe. Images captured, folk holding your book, you smiling—this is priceless. Both for your sense of wellbeing and for the next phase of your book release—the actual selling of the book itself!
Eileen Chong, We Speak of Flowers
Hello—please come to my book launch—it is book number ten so I promise it won’t be as terrible as the first time—remember when we spilled out of that tiny bookshop on Macleay Street—red wine all over the ancient carpet—it’s always good when booksellers sell the books because it means you don’t need to do the maths—someone will lose money—that someone is always the poet—I promise to be present in the flesh—maybe even in spirit—it’s like a birthday party but for a book—the gestation period for a book of poems is much longer than that for a baby elephant—and the results are much less adorable—I have dug deep—the catering has been paid for—no gifts thanks—but please buy a book—I’ll sign your copy after the readings—oh no someone’s spilled wine again—happens every launch—I don’t stress too much now because I know it all goes so fast—like a wedding or a divorce—each event is special—but not really—let’s just celebrate that something exists beyond real estate—it’s unreal poetry is even real—you and I are too—thank you for existing—
Jaclyn Crupi, Pasta Love
Despite having written several books, I only had my first book launch for my book Pasta Love in 2023. It was such fun but did take quite a bit of organisation. It was held at the bookshop where I work, so I did more of the behind-the-scenes event organisation than authors would typically do. Some publishers organise or contribute to launches, many do not.
Launches are for authors and their friends and family. They’re a great way to celebrate the achievement of writing and publishing a book and for loved ones to show up and buy a copy. How often do you get all the people you love in one room to celebrate something you have worked hard on? Book launches are a party, not a media or marketing opportunity. Over the past few years, launches have taken on a Q&A format, but before that they were mostly speeches. I like a launch that has some drinks and nibbles, but that’s tragically becoming rarer. If you have a relationship with your local bookshop and are a regular customer, they are more likely to consider hosting your launch.
In crass terms, a successful launch is one where lots of copies of the book are sold, but I think it’s actually the author feeling that the occasion of their book’s publication has been fittingly observed. The occasion deserves to be marked (and ideally with drinks and nibbles). I love moderating launches and finding ways to talk about the work and the process involved in the writing of it. I also love the opportunity to show the writer how I, as an early reader, responded to the work. It’s such an honour to be a small part of ushering a new book into the world.
Luke Horton, Time Together
A book launch should be whatever you feel most comfortable with. A chat about the book and a reading is my favourite format, I think, although I admire people being more creative with them.
My first book launch was set to be held in-person in July 2020 but due to Covid quickly became an online launch. The only people who could attend in-person were my partner and my three-year-old daughter. We still had fun, and the online support was lovely, but because it was so unusual the launch for my new book coming up in March feels a little like my first. I’m holding this one in a bar, not a bookshop, which should be fun. I would love for the launch to raise funds for an organisation like the Australia Palestine Advocacy Network or the Indigenous Literacy Foundation, so I am thinking about how to incorporate this into it.
The host is the key. I have been very lucky—with Jaclyn Crupi the first time, and now Melissa Fulton—in having hosts who are experienced interviewers and insightful readers but, most importantly, are just lovely people to celebrate my book with.
Rochelle Siemienowicz, Double Happiness
I organised five launches for my novel—two in my hometown of Melbourne, and one each in Adelaide, Perth and Brisbane. I found hosts who were well-known writers to help generate interest and chose locations where I knew I had friends and family who would come along.
Each launch was nerve-wracking in different ways, and hostess nerves (‘What if nobody shows up?’) are real and often justified! As a sometimes-publicist I know that less than seventy percent of people who RSVP to free events actually show up, so you need to expect that. What I learnt was the importance of having your core group of supporters locked in, the ones who’ll be there to cheer you on and hopefully bring their own friends and fellow readers.
Book launches are meant to be celebratory and fun, so make it a party. Dress up a bit and deliver some entertainment. Don’t forget to delegate somebody as your photographer and clue them up with key shots you need to get: you on stage with your host, in front of your book banner or book display, and with the important people from your life—publishers, agents, partners, etc. (I forgot to get a photo with one of my partners because he was my photographer. Oops!) Find your good light, face it and take lots of shots. Afterwards, don’t be shy to share photos and memories from your events to generate buzz around your book and draw in your community. It can feel a bit superficial, egotistical and uncomfortably exposing to do social media, but if you channel the word ‘share’ instead of ‘promote’ it feels less gross and more like a service to your art and helping it find its audience.
Mark Smith, Three Boys Gone
The main thing I wish I had been told about book launches is that they go so fast! You look out into the audience of friends, family and fellow writers and it’s all a bit too much to take in. The questions and the conversation about your book fly past and the next thing you know you are signing copies and forgetting the names of people you have known for years! By the time you have finished signing, the room has emptied out and they’re packing up the chairs.
The very best piece of advice I got was to take a few moments at your launch to stop and appreciate that everyone in the room is there to celebrate something you created. It’s your moment, your launch—and you should do everything you can to enjoy it because it took years to get there and there’s no guarantee you will have another one. I have had launches at bookshops, local halls, cafes and (during Covid lockdowns) online and I have only sketchy memories of any of the actual events. More vivid are the memories of the after parties where you can unwind and share time with your core supporters.