Colleen Hoover had six books in the Australian top 20 bestsellers in 2022. It Ends With Us was in number one spot.Credit:
Dan Ruffino,managing director of Simon&Schuster Australia,which publishes five of Hoover’s six top-20 titles,said BookTok,which emerged as a reader-driven phenomenon during the pandemic,had sparked the American writer’s emergence in Australia.
Simon&Schuster’s sales of her books jumped from a modest 12,000 in 2020 to 177,000 the following year and to more than 1 million last year. In 2020,the publisher invoiced Australian booksellers $75,000 for the Hoover titles they had ordered. That increased to $1.5 million a year later and in 2022 leapt to almost $10 million – a figure that does not include her most recent book,It Starts With Us.
“TikTok absolutely got it started. It was nothing any publisher or bookseller did. Then lots of people jumped in,” Ruffino said. “It’s real fans who have read[the books],are crying about them,talking about them,reading out passages. It’s something we’d never seen before in the industry.”
Hoover’s three other top-10 books wereIt Starts With Us (166,000), Verity (146,000;published by Hachette) andUgly Love (137,000). The romance,young adult and adult fiction author had two more titles –November 9 (85,000) and All Your Perfects (80,000) – in the top 20.
In 2021,Australian authors filled all top-five spots for the first time this century,but last year there were only three local writers in the top 10. Nevertheless,it was another fruitful year for the local industry,with sales jumping more than 8 per cent to nearly 71 million copies,with total value edging up by a tick over 7 per cent to $1.3 billion.