The latest marketing stunt from St. Martin's Press has ignited a firestorm on BookTok, and it's not about the book itself. The controversy revolves around a press box sent to promote Casey McQuiston's new novel, The Pairing. While the book has generated buzz for its queer romance narrative, the accompanying press materials have sparked outrage among the BookTok community.
Source: Instagram/@CASEY.MCQUISTON
The Controversial Press Box
St. Martin's Press, known for their creative promotional strategies, recently sent out press boxes for McQuiston’s novel that included more than just the standard swag. Alongside book-themed goodies, the box contained a vibrator and lube—an unexpected and, for many, unwelcome addition. The intent was to cater to all five senses, but the inclusion of these NSFW items has caused significant backlash.
The issue isn't just the presence of the sex toy, but the lack of prior notice. Recipients have expressed frustration over not being informed that the package would contain explicit content. Some were surprised by the items while opening the box in less-than-ideal circumstances, such as in the presence of family members. This has led to concerns about consent and privacy, highlighting that not everyone receiving the box might be in a position to handle such items discreetly.
BookTok's Response
The BookTok community, known for its passionate and engaged audience, has not taken kindly to this promotional misstep. The general sentiment is that St. Martin's Press failed to respect the boundaries and personal spaces of those they were trying to reach. Critics argue that while the press box might have been intended as a bold marketing move, it has instead drawn unwanted attention and criticism.
Source: Instagram/@CASEY.MCQUISTON
Casey McQuiston, the author at the center of this storm, has not yet publicly addressed the backlash surrounding the press box. Previously, McQuiston had shared a photo holding a vibrator alongside their new novel, which some speculate may have been a nod to the promotional items. However, there’s been no indication that McQuiston was involved in the specific contents of the press box or its distribution.
Ongoing Boycott of St. Martin's Press
The timing of this controversy is particularly sensitive given the broader context of the ongoing boycott against St. Martin's Press. For months, BookTokers and readers have been protesting against the publisher due to controversial comments made by an employee about the humanitarian crisis in Palestine. This boycott has extended to all of St. Martin’s imprints, including Wednesday Books and Minotaur Books.
Some speculate that the provocative press box was an attempt to reignite discussion around St. Martin's Press, but the strategy appears to have backfired. The marketing stunt, rather than creating buzz for The Pairing, has largely amplified discontent with the publisher and intensified calls for continued boycotts.
The fallout from the NSFW press box underscores the delicate balance required in marketing and the importance of considering the audience’s comfort and consent. As BookTokers voice their displeasure and St. Martin's Press faces increased scrutiny, it remains to be seen how this controversy will impact the reception of The Pairing and the publisher’s relationship with the literary community. For now, the focus remains on the broader implications of this marketing misstep and the ongoing boycott that continues to shape public perception of St. Martin's Press.
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