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20rem){{background-lor:her;}}@media(m-width: 61.25rem){{background-lor:her;borr-top:0;borr-bottom:0;}}@media(m-width: 64rem){{-webk-orr:0;-ms-flex-orr:0;orr:0;width:to;}}{height:0rem;}</style><div style="scrollbar-width: none;" class="css-1p3bm3c efnztv73"><style data-emotn="css xs3857">{display:-webk-box;display:-webk-flex;display:-ms-flexbox;display:flex;list-style:none;marg:0rem;paddg-left:1.125rem;-webk-transform:translateX(unfedpx);-moz-transform:translateX(unfedpx);-ms-transform:translateX(unfedpx);transform:translateX(unfedpx);width:100%;}@media(m-width: 40.625rem) and (max-width: 61.25rem){{paddg-left:2.625rem;}}@media(m-width: 48rem){{paddg-left:3.125rem;}}@media(m-width: 64rem){{paddg-left:0rem;}}</style><ul class="css-xs3857 efnztv72"><style data-emotn="css q9n041">{font-fay:Lsanne,Lsanne-fallback,Arial,sans-serif;font-size:0.75rem;letter-spacg:0.04rem;le-height:2rem;paddg:0 1.875rem 0 1.25rem;text-transform:upperse;whe-space:nowrap;}@media(m-width: 64rem){{paddg:0 1.25rem 0 1.25rem;}}</style><li class="css-q9n041 efnztv71"><style data-emotn="css c8i4ma">{lor:her;display:le-block;le-height:2.58918;m-height:3rem;m-width:3rem;paddg:.5rem 0 .5rem 0;text-align:center;-webk-text-ratn:none;text-ratn:none;-webk-transn:outle 0.3s ease--out,outle-offset 0.3s ease--out;transn:outle 0.3s ease--out,outle-offset 0.3s ease--out;}@media(m-width: 61.25rem){{lor:her;}}{-webk-text-ratn:unrle;text-ratn:unrle;text-ratn-thickns:0.0625rem;text-unrle-offset:0.25rem;}</style><style data-emotn="css 7qn7yr">{lor:her;display:le-block;le-height:2.58918;m-height:3rem;m-width:3rem;paddg:.5rem 0 .5rem 0;text-align:center;-webk-text-ratn:none;text-ratn:none;-webk-transn:outle 0.3s ease--out,outle-offset 0.3s ease--out;transn:outle 0.3s ease--out,outle-offset 0.3s ease--out;}@media(m-width: 61.25rem){{lor:her;}}{-webk-text-ratn:unrle;text-ratn:unrle;text-ratn-thickns:0.0625rem;text-unrle-offset:0.25rem;}</style><a href="/entertament/" aria-current="false" class="e1c1bym11 css-7qn7yr e1c1bym14">Entertament</a></li><li class="css-q9n041 efnztv71"><a href="/style/" aria-current="false" class="e1c1bym11 css-7qn7yr e1c1bym14">Style</a></li><li class="css-q9n041 efnztv71"><a href="/liftyle/" aria-current="false" class="e1c1bym11 css-7qn7yr e1c1bym14">Liftyle</a></li><li class="css-q9n041 efnztv71"><a href="/bt-products-to-buy/" aria-current="false" class="e1c1bym11 css-7qn7yr e1c1bym14">Shoppg</a></li><li class="css-q9n041 efnztv71"><a href="/news-polics/" aria-current="false" class="e1c1bym11 css-7qn7yr e1c1bym14">News & Polics</a></li></ul></div><style data-emotn="css 8wyh98">{-webk-align-ems:center;-webk-box-align:center;-ms-flex-align:center;align-ems:center;display:-webk-box;display:-webk-flex;display:-ms-flexbox;display:flex;height:1.875rem;width:to;marg:0 0 0 to;paddg-left:1.05rem;paddg-right:1.05rem;text-align:center;-webk-text-ratn:none;text-ratn:none;paddg-top:0.125rem;font-fay:Lsanne,Lsanne-fallback,Arial,sans-serif;text-transform:upperse;lor:#000;borr:th solid #FF3A30;background-lor:#FF3A30;-webk-transn:all 0.3s ease--out;transn:all 0.3s ease--out;borr-radi:2rem;background:#FF3A30;font-size:0.875rem;le-height:1.3;letter-spacg:0.04rem;} {width:unset;word-spacg:unset;}@media (any-hover: hover){{-webk-transn:box-shadow 0.2s lear,background 0.2s lear;transn:box-shadow 0.2s lear,background 0.2s lear;}{;;}}{outle-lor:#000000;} svg>path{fill:#000000;}{background-lor:#ffffff;lor:#000;borr:th solid #FF3A30;} svg{fill:#000000;} svg>path{fill:#000000;}{outle:0.125rem dotted #000000;outle-offset:0.2rem;} svg{fill:#000000;}</style><a href=" class="css-8wyh98 e1c1bym14">Subscribe</a><style data-emotn="css 1y41cbl">{paddg-right:0.9375rem;posn:relative;}@media(m-width: 40.625rem) and (max-width: 90rem){{paddg-right:2.5rem;}}@media(m-width: 90rem){{paddg-right:0rem;}}</style><div class="css-1y41cbl e7dmux20"><style data-emotn="css 90yh27">{-webk-align-ems:center;-webk-box-align:center;-ms-flex-align:center;align-ems:center;display:-webk-box;display:-webk-flex;display:-ms-flexbox;display:flex;font-fay:Lsanne,Lsanne-fallback,Arial,sans-serif;font-size:0.75rem;letter-spacg:0.04rem;le-height:2rem;marg-left:0.3125rem;-webk-text-ratn:none;text-ratn:none;text-transform:upperse;}@media(m-width: 48rem){{marg-left:0.9375rem;}}</style><a rel="nofollow" href="/th/csrf?actn=log&return_url=/" class="css-90yh27 e1c1bym14"><style data-emotn="css 1o5u0ki">{whe-space:nowrap;font-fay:Lsanne,Lsanne-fallback,Arial,sans-serif;font-size:0.75rem;le-height:2rem;letter-spacg:0.04rem;text-transform:upperse;}</style><span class="css-1o5u0ki e7dmux21">sign </span></a></div></div></nav><div class="oop-ad css-0 e1x3pu1"><div id="gpt-ad-oop-1" class="ad-ntaer css-0 e1x3pu0"></div></div><style data-emotn="css 1ny62y9">{background-lor:bg-primary;posn:relative;}@media(m-width: 64rem){{marg-right:var(--sponsor-panel-width, to);}}</style><ma id="ma-ntent" class="css-1ny62y9 e1q9j2sb0"><style data-emotn="css 179grqf">{background-lor:#E8E8E8;lor:#000;display:none;m-width:45.5rem;paddg:0.9375rem 0;text-align:center;width:100%;}@media prt{{display:none!important;}}@media(m-width: 48rem){{m-height:121px;}}@media(m-width: 61.25rem){{display:block;}}</style><div id="gpt-learboard-ad" class="css-179grqf e1hka4w80"></div><style data-emotn="css joveom">{width:100%;max-width:100vw;display:grid;marg-bottom:0.9375rem;posn:relative;z-x:to;}@media prt{{max-width:100%;}} .ejku7p03{top:0.75rem;right:0.75rem;bottom:to;}</style><hear class="css-joveom exadjwu12"><style data-emotn="css 1s0pb9c">{marg:to lc(50% - 50vw) 0.9375rem;width:100vw;}</style><div class="css-1s0pb9c m8yu71"><style data-emotn="css 8atqhb">{width:100%;}</style><div class="css-8atqhb exadjwu5"><style data-emotn="css 1pypu">{width:100%;posn:relative;} text-unr-hear-imagewidth{props:width;sle:siz;} text-unr-hear-imagewidth transform:functn sleTransform(sle, value, props, 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sleTransform(sle, value, props, sx){nstbase = sle && typeof sle === 'object' ? || DEFAULT_SCALE :DEFAULT_SCALE;} overflow{props:overflow;sle:overflow;} overflowX{props:overflowX;sle:overflowX;} overflowY{props:overflowY;sle:overflowY;} vertilAlign{props:vertilAlign;sle:vertilAlign;} objectF{props:objectF;sle:objectF;} objectPosn{props:objectPosn;sle:objectPosn;} WebkLeClamp{props:WebkLeClamp;sle:WebkLeClamp;} WebkBoxOrient{props:WebkBoxOrient;sle:WebkBoxOrient;} mask{props:mask;sle:mask;} listStyle{props:listStyle;sle:listStyle;} listStyleType{props:listStyleType;sle:listStyleType;} unterRet{props:unterRet;sle:unterRet;} unterIncrement{props:unterIncrement;sle:unterIncrement;} cursor{props:cursor;sle:cursor;} poterEvents{props:poterEvents;sle:poterEvents;} lumnCount{props:lumnCount;sle:lumnCount;} lumnGap{props:lumnGap;sle:lumnGap;} appearance{props:appearance;sle:appearance;} ntaer{props:ntaer;sle:ntaer;} marg{props:marg;sle:space;} marg transform:functn sleTransform(sle, value, 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sleTransform(sle, value, props, sx){nstbase = sle && typeof sle === 'object' ? || DEFAULT_SCALE :DEFAULT_SCALE;} mb{props:margBottom;sle:space;} mb transform:functn sleTransform(sle, value, props, sx){nstbase = sle && typeof sle === 'object' ? || DEFAULT_SCALE :DEFAULT_SCALE;} margLeft{props:margLeft;sle:space;} margLeft transform:functn sleTransform(sle, value, props, sx){nstbase = sle && typeof sle === 'object' ? || DEFAULT_SCALE :DEFAULT_SCALE;} ml{props:margLeft;sle:space;} ml transform:functn sleTransform(sle, value, props, sx){nstbase = sle && typeof sle === 'object' ? || DEFAULT_SCALE :DEFAULT_SCALE;} margX{props:margLeft;props:margRight;sle:space;} margX transform:functn sleTransform(sle, value, props, sx){nstbase = sle && typeof sle === 'object' ? || DEFAULT_SCALE :DEFAULT_SCALE;} mx{props:margLeft;props:margRight;sle:space;} mx transform:functn sleTransform(sle, value, props, sx){nstbase = sle && typeof sle === 'object' ? || DEFAULT_SCALE :DEFAULT_SCALE;} margY{props:margTop;props:margBottom;sle:space;} margY transform:functn sleTransform(sle, value, props, sx){nstbase = sle && typeof sle === 'object' ? || DEFAULT_SCALE :DEFAULT_SCALE;} my{props:margTop;props:margBottom;sle:space;} my transform:functn sleTransform(sle, value, props, sx){nstbase = sle && typeof sle === 'object' ? || DEFAULT_SCALE :DEFAULT_SCALE;} margBlockEnd{props:margBlockEnd;sle:space;} margBlockEnd transform:functn sleTransform(sle, value, props, sx){nstbase = sle && typeof sle === 'object' ? || DEFAULT_SCALE :DEFAULT_SCALE;} margBlockStart{props:margBlockStart;sle:space;} margBlockStart transform:functn sleTransform(sle, value, props, sx){nstbase = sle && typeof sle === 'object' ? || DEFAULT_SCALE :DEFAULT_SCALE;} top{props:top;sle:space;} top transform:functn sleTransform(sle, value, props, sx){nstbase = sle && typeof sle === 'object' ? || DEFAULT_SCALE :DEFAULT_SCALE;} right{props:right;sle:space;} right transform:functn sleTransform(sle, value, props, sx){nstbase 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mWidth{props:mWidth;sle:siz;} mWidth transform:functn sleTransform(sle, value, props, sx){nstbase = sle && typeof sle === 'object' ? || DEFAULT_SCALE :DEFAULT_SCALE;} mHeight{props:mHeight;sle:siz;} mHeight transform:functn sleTransform(sle, value, props, sx){nstbase = sle && typeof sle === 'object' ? || DEFAULT_SCALE :DEFAULT_SCALE;} maxWidth{props:maxWidth;sle:siz;} maxWidth transform:functn sleTransform(sle, value, props, sx){nstbase = sle && typeof sle === 'object' ? || DEFAULT_SCALE :DEFAULT_SCALE;} maxHeight{props:maxHeight;sle:siz;} maxHeight transform:functn sleTransform(sle, value, props, sx){nstbase = sle && typeof sle === 'object' ? || DEFAULT_SCALE :DEFAULT_SCALE;} size{props:width;props:height;sle:siz;} size transform:functn sleTransform(sle, value, props, sx){nstbase = sle && typeof sle === 'object' ? || DEFAULT_SCALE :DEFAULT_SCALE;} overflow{props:overflow;sle:overflow;} overflowX{props:overflowX;sle:overflowX;} overflowY{props:overflowY;sle:overflowY;} vertilAlign{props:vertilAlign;sle:vertilAlign;} objectF{props:objectF;sle:objectF;} objectPosn{props:objectPosn;sle:objectPosn;} WebkLeClamp{props:WebkLeClamp;sle:WebkLeClamp;} WebkBoxOrient{props:WebkBoxOrient;sle:WebkBoxOrient;} mask{props:mask;sle:mask;} listStyle{props:listStyle;sle:listStyle;} listStyleType{props:listStyleType;sle:listStyleType;} unterRet{props:unterRet;sle:unterRet;} unterIncrement{props:unterIncrement;sle:unterIncrement;} cursor{props:cursor;sle:cursor;} poterEvents{props:poterEvents;sle:poterEvents;} lumnCount{props:lumnCount;sle:lumnCount;} lumnGap{props:lumnGap;sle:lumnGap;} appearance{props:appearance;sle:appearance;} ntaer{props:ntaer;sle:ntaer;} marg{props:marg;sle:space;} marg transform:functn sleTransform(sle, value, props, sx){nstbase = sle && typeof sle === 'object' ? || DEFAULT_SCALE :DEFAULT_SCALE;} m{props:marg;sle:space;} m transform:functn sleTransform(sle, value, props, sx){nstbase = sle && typeof sle === 'object' ? || DEFAULT_SCALE 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'object' ? || DEFAULT_SCALE :DEFAULT_SCALE;} margLeft{props:margLeft;sle:space;} margLeft transform:functn sleTransform(sle, value, props, sx){nstbase = sle && typeof sle === 'object' ? || DEFAULT_SCALE :DEFAULT_SCALE;} ml{props:margLeft;sle:space;} ml transform:functn sleTransform(sle, value, props, sx){nstbase = sle && typeof sle === 'object' ? || DEFAULT_SCALE :DEFAULT_SCALE;} margX{props:margLeft;props:margRight;sle:space;} margX transform:functn sleTransform(sle, value, props, sx){nstbase = sle && typeof sle === 'object' ? || DEFAULT_SCALE :DEFAULT_SCALE;} mx{props:margLeft;props:margRight;sle:space;} mx transform:functn sleTransform(sle, value, props, sx){nstbase = sle && typeof sle === 'object' ? || DEFAULT_SCALE :DEFAULT_SCALE;} margY{props:margTop;props:margBottom;sle:space;} margY transform:functn sleTransform(sle, value, props, sx){nstbase = sle && typeof sle === 'object' ? || DEFAULT_SCALE :DEFAULT_SCALE;} my{props:margTop;props:margBottom;sle:space;} my transform:functn sleTransform(sle, value, props, sx){nstbase = sle && typeof sle === 'object' ? || DEFAULT_SCALE :DEFAULT_SCALE;} margBlockEnd{props:margBlockEnd;sle:space;} margBlockEnd transform:functn sleTransform(sle, value, props, sx){nstbase = sle && typeof sle === 'object' ? || DEFAULT_SCALE :DEFAULT_SCALE;} margBlockStart{props:margBlockStart;sle:space;} margBlockStart transform:functn sleTransform(sle, value, props, sx){nstbase = sle && typeof sle === 'object' ? || DEFAULT_SCALE :DEFAULT_SCALE;} top{props:top;sle:space;} top transform:functn sleTransform(sle, value, props, sx){nstbase = sle && typeof sle === 'object' ? || DEFAULT_SCALE :DEFAULT_SCALE;} right{props:right;sle:space;} right transform:functn sleTransform(sle, value, props, sx){nstbase = sle && typeof sle === 'object' ? || DEFAULT_SCALE :DEFAULT_SCALE;} bottom{props:bottom;sle:space;} bottom transform:functn sleTransform(sle, value, props, sx){nstbase = sle && typeof sle === 'object' ? || DEFAULT_SCALE :DEFAULT_SCALE;} left{props:left;sle:space;} left transform:functn sleTransform(sle, value, props, sx){nstbase = sle && typeof sle === 'object' ? || DEFAULT_SCALE :DEFAULT_SCALE;} posn{props:posn;sle:posn;} zInx{props:zInx;sle:zIndic;} clear{props:clear;sle:clear;} set{props:set;sle:set;} img{object-f:ver;vertil-align:top;}</style><img fetchPrry="high" alt="the merch ifitn of book publishg" tle="the merch ifitn of book publishg" width="6720" height="4480" dg="async" data-nimg="1" style="lor: transparent; width: 100%; height: to;" siz="100vw" srcSet=" 640w, 980w, 1120w, 1200w, 1920w" src="" class="exadjwu13 css-xluzk0 exi4f7p0" /><style data-emotn="css 13l7o78">{paddg-left:0.625rem;}</style><div class="css-13l7o78 m8yu70"><style data-emotn="css 1am3yn9">{paddg-left:0rem;le-height:1;}</style><figptn class="css-1am3yn9 enfs9c50"><style data-emotn="css 1mcfn5x">{lor:#595959;font-fay:Lsanne,Lsanne-fallback,Arial,sans-serif;paddg-right:0.3125rem;}@media(max-width: 48rem){{font-size:0.70028rem;le-height:1.2;}}@media(m-width: 48rem){{font-size:0.70028rem;le-height:1.2;}}@media(m-width: 64rem){{font-size:0.75rem;le-height:1.3;}}</style><span class="css-1mcfn5x e6iqd2">Philip Friedman</span></figptn></div></div><style data-emotn="css mktybr">{marg:0 to;max-width:75rem;paddg:0 0.938rem;text-align:center;}@media(m-width: 64rem){[data-has-sponsor] {text-align:start;}}@media(m-width: 40.625rem){{paddg:0 2.5rem;}}@media(m-width: 48rem){{paddg:0.9375rem 1.875rem;}}@media(m-width: 64rem){{paddg:0 1.875rem;}}</style><div class="css-mktybr exadjwu4"><nav aria-label="breadcmbs" class="css-0 e9l0kn03"><style data-emotn="css 4j90ja">{lor:#595959;font-fay:Lsanne,Lsanne-fallback,Arial,sans-serif;font-size:0.70284rem;le-height:1.3;list-style:none;marg:0 to;max-width:75rem;paddg:1.25rem 1.25rem 0 1.6875rem;}@media(m-width: 40.625rem){{paddg:1.25rem 2.5rem 0 3.3125rem;}}@media(m-width: 90rem){{paddg:1.25rem 0 0 0.8125rem;}}</style><ol emSpe emType=" 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emProp="posn" ntent="1" /></li><li emProp="emListElement" emSpe emType=" class="css-zxq36b e9l0kn01"><a emProp="em" href="/entertament/books/" data-vars-ga-ux-element="Breadcmbs" data-vars-ga-ll-to-actn="Books" data-vars-ga-outbound-lk=" class="e9l0kn00 css-10asp0m e1c1bym14"><span emProp="name">Books</span></a><meta emProp="posn" ntent="2" /></li><style data-emotn="css huh8md">{display:none;}{paddg:0.25rem;ntent:">";}</style><li emProp="emListElement" emSpe emType=" class="css-huh8md e9l0kn01"><a emProp="em" href="/entertament/books/a44449495/book-publishg-fluencer-merch-explaed/" data-vars-ga-ux-element="Breadcmbs" data-vars-ga-ll-to-actn="The Merch-ifitn of Book Publishg" data-vars-ga-outbound-lk=" class="e9l0kn00 css-10asp0m e1c1bym14"><span emProp="name">The Merch-ifitn of Book Publishg</span></a><meta emProp="posn" ntent="3" /></li></ol></nav><style data-emotn="css g4r5va">{font-fay:Glanz,Glanz-fallback,Tim,Serif;font-weight:normal;grid-lumn:1/-1;marg-bottom:0.9375rem;marg-top:0.9375rem;}@media(max-width: 48rem){{font-size:2rem;le-height:1.25;}}@media(m-width: 48rem){{font-size:2.625rem;le-height:1.1;}}@media(m-width: 64rem){{font-size:3.125rem;le-height:1.1;}}@media(m-width: 73.75rem){{font-size:3.37499rem;le-height:1.1;}}</style><h1 class="css-g4r5va exadjwu10"><span aria-hidn="te" class="css-0 eagam8p0"></span>The Merch-ifitn of Book Publishg<span aria-hidn="te" class="css-0 eagam8p1"></span></h1><style data-emotn="css 2qf7xf">{lor:#515150;font-fay:Lsanne,Lsanne-fallback,Arial,sans-serif;font-weight:normal;marg-bottom:0.625rem;}@media(max-width: 48rem){{font-size:1.0625rem;le-height:1.2;}}@media(m-width: 48rem){{font-size:1.3125rem;le-height:1.2;}}@media(m-width: 64rem){{font-size:1.3125rem;le-height:1.3;}} a{-webk-text-ratn:unrle;text-ratn:unrle;text-ratn-thickns:0.0625rem;text-ratn-lor:#FF3A30;text-unrle-offset:0.25rem;lor:#000000;-webk-transn:all 0.3s ease--out;transn:all 0.3s ease--out;} a:hover{lor:#595959;text-ratn-lor:borr-lk-body-hover;}</style><div class="css-2qf7xf exadjwu8"><p>BookTok and Bookstagram have given rise to a new form of book publicy. Is tearg the lerary muny apart?</p></div><style data-emotn="css 18k4ks7">{lor:#161616;font-fay:Lsanne,Lsanne-fallback,Arial,sans-serif;letter-spacg:0.02rem;marg-bottom:0.625rem;paddg-right:0.3125rem;text-transform:upperse;}@media(max-width: 48rem){{font-size:0.70003rem;le-height:1.4;}}@media(m-width: 40.625rem){{font-size:0.70003rem;le-height:1.3;}} span{font-fay:Lsanne,Lsanne-fallback,Arial,sans-serif;letter-spacg:0rem;text-transform:palize;}@media(max-width: 48rem){ span{le-height:2rem;font-size:0.875rem;}}@media(m-width: 48rem){ span{le-height:2rem;font-size:0.875rem;}}@media(m-width: 64rem){ span{le-height:2rem;font-size:0.875rem;}}</style><div class="css-18k4ks7 exadjwu7"><style data-emotn="css 1eqkg5m">{lor:#161616;font-fay:Lsanne,Lsanne-fallback,Arial,sans-serif;font-style:normal;letter-spacg:0.02rem;paddg-right:0.3125rem;text-transform:upperse;-webk-text-stroke:0.005rem;}@media(max-width: 48rem){{font-size:0.70003rem;le-height:1.4;}}@media(m-width: 40.625rem){{font-size:0.70003rem;le-height:1.3;}}</style><addrs class="css-1eqkg5m ehvvd9m2"><style data-emotn="css 19e0noj">{lor:#161616;font-fay:Lsanne,Lsanne-fallback,Arial,sans-serif;letter-spacg:0.02rem;paddg-right:0.3125rem;text-transform:upperse;-webk-text-stroke:0.005rem;}@media(max-width: 48rem){{font-size:0.70003rem;le-height:1.4;}}@media(m-width: 40.625rem){{font-size:0.70003rem;le-height:1.3;}}</style><span class="css-19e0noj ehvvd9m1">By <style data-emotn="css 7l5upj">{-webk-text-ratn:unrle;text-ratn:unrle;text-ratn-thickns:0.0625rem;text-ratn-lor:her;text-unrle-offset:0.25rem;lor:her;-webk-transn:all 0.3s ease--out;transn:all 0.3s ease--out;}{lor:#595959;text-ratn-lor:borr-lk-body-hover;}</style><a href="/thor/268865/male-diamond/" class="css-7l5upj e1c1bym14">Male Diamond</a></span><style data-emotn="css 1bcsdhu">{display:le-block;font-fay:Lsanne,Lsanne-fallback,Arial,sans-serif;marg-left:0.625rem;text-transform:upperse;}@media(max-width: 48rem){{font-size:0.75rem;le-height:1.3;}}@media(m-width: 48rem){{font-size:0.75rem;le-height:1.3;}}@media(m-width: 64rem){{font-size:0.75rem;le-height:1.3;}}</style><time class="css-1bcsdhu exadjwu6">Published: Jul 11, 2023</time></addrs></div><style data-emotn="css wkpw2c">{display:-webk-box;display:-webk-flex;display:-ms-flexbox;display:flex;-webk-flex-directn:lumn;-ms-flex-directn:lumn;flex-directn:lumn;-webk-box-pack:center;-ms-flex-pack:center;-webk-jtify-ntent:center;jtify-ntent:center;-webk-align-ems:center;-webk-box-align:center;-ms-flex-align:center;align-ems:center;}</style><div class="no-prt css-wkpw2c exadjwu15"><style data-emotn="css 1hpjtwr">{display:-webk-box;display:-webk-flex;display:-ms-flexbox;display:flex;posn:relative;marg-top:0.9375rem;}</style><div class="ntent-hear-actns css-1hpjtwr exadjwu14"><style data-emotn="css 1mi99c5">{background-lor:#FF3A30;lor:#000000;borr:th solid #FF3A30;display:-webk-box;display:-webk-flex;display:-ms-flexbox;display:flex;-webk-flex-directn:row;-ms-flex-directn:row;flex-directn:row;-webk-align-ems:center;-webk-box-align:center;-ms-flex-align:center;align-ems:center;paddg:0.625rem 1.25rem;marg-top:0rem;marg-bottom:0rem;-webk-text-ratn:none;text-ratn:none;text-transform:upperse;-webk-transn:all 0.3s ease--out;transn:all 0.3s ease--out;-webk-box-pack:center;-ms-flex-pack:center;-webk-jtify-ntent:center;jtify-ntent:center;paddg-top:0.85rem;font-fay:Lsanne,Lsanne-fallback,Arial,sans-serif;width:to;borr-radi:2rem;background:#FF3A30;font-size:0.875rem;le-height:1.3;letter-spacg:0.04rem;}{background-lor:#ffffff;lor:#000;cursor:poter;borr:th solid #FF3A30;} svg{fill:#000000;} svg>path{fill:#000000;}{marg-left:1rem;} svg>path{fill:#000000;}{outle:0.125rem dotted #000000;outle-offset:0.2rem;} svg{fill:#000000;}</style><button data-tooltip-id="article-hear-save" class="ntentSaveButton css-1mi99c5 e12nq69g1"><style data-emotn="css 7g4d0s">{width:1rem;height:1rem;marg-right:0.625rem;} path{fill:#ffffff;} path{fill:#ffffff;}</style><svg xmlns=" fill="none" style="fill: var(--primary, #000);" viewBox="0 0 24 24" class="css-7g4d0s e10k4xbi2"><tle>saved ntaed in</tle><sc>An empty outled in ditg the optn to save an em</sc><path fill-le="evenodd" d="m12 17.408 7 4.4V3.5H5v18.308l7-4.4Zm-5.325 1.323L12 15.384l5.325 3.347V5.23H6.675v13.5Z" clip-le="evenodd"></path></svg>Save Article</button><style data-emotn="css 13tt5c6">{width:160px;text-align:left;font-fay:Lsanne,Lsanne-fallback,Arial,sans-serif;font-weight:normal;letter-spacg:0.045rem;font-size:0.70284rem;le-height:1.1;lor:#595959;text-transform:none;}</style></div></div></div></div></hear><style data-emotn="css k008qs">{display:-webk-box;display:-webk-flex;display:-ms-flexbox;display:flex;}</style><div class="css-k008qs ewisyje0"><style data-emotn="css 7ce51e">{marg-bottom:0.9375rem;posn:relative;}@media(max-width: 64rem){{max-width:lc(100vw - (1rem * 2));marg-left:1rem;marg-right:1rem;} .e152u5os0{width:100vw;marg-left:lc(-1 * 1rem);}}@media(m-width: 48rem) and (max-width: 61.25rem){{marg-left:to;marg-right:to;} .e152u5os0{width:100vw;marg-left:lc((100vw - (lc(20.625rem * 2 - 1rem) - 2 * 1rem)) / -2);}}@media(m-width: 61.25rem) and (max-width: 90rem){{max-width:lc(20.625rem * 2 - 1rem);marg-left:lc((100vw - lc(20.625rem * 2 - 1rem) - 1rem - 20.625rem) / 2);paddg-left:1rem;paddg-right:1rem;} .e152u5os0{width:100vw;marg-left:lc(lc((100vw - lc(20.625rem * 2 - 1rem) - 1rem - 20.625rem) / -2) - 1rem);}}@media(m-width: 90rem){{marg-left:lc((100vw - lc(20.625rem * 2 - 1rem)) / 2);max-width:lc(20.625rem * 2 - 1rem);paddg-left:1rem;paddg-right:1rem;} .e152u5os0{width:100vw;marg-left:lc(lc((100vw - lc(20.625rem * 2 + 1rem)) / -2) - lc(2 * 1rem));}[data-has-sponsor] {marg-left:lc((100vw - lc(20.625rem * 2 - 1rem)) / 4);marg-right:lc((100vw - lc(20.625rem * 2 - 1rem)) / 4);}}</style><div class="standard-ntaer ntent-ntaer article-ntaer css-7ce51e ewisyje3"><style data-emotn="css woto36">{font-fay:Charter,Geia,Tim,Serif;font-size:1.1875rem;le-height:1.6;paddg-left:0rem;paddg-right:0rem;posn:relative;}@media(m-width: 48rem){{paddg-left:3.5rem;paddg-right:3.5rem;}}@media(m-width: 48rem) and (max-width: 61.25rem){{max-width:45.25rem;marg-left:to;marg-right:to;}}@media(m-width: 61.25rem){{paddg-left:0rem;paddg-right:0rem;}}@media(m-width: 73.75rem) and (max-width: 100rem){{paddg-left:0rem;paddg-right:0rem;}}@media(m-width: 90rem){{paddg-left:0rem;paddg-right:0rem;}} em{font-style:alic;font-fay:Charter,Geia,Tim,Serif;} strong{font-fay:Charter,Geia,Tim,Serif;font-weight:bold;}{clear:both;ntent:" ";display:block;font-size:0.7rem;le-height:1.5rem;height:0rem;visibily:hidn;}</style><div class="article-body-ntent article-body standard-body-ntent css-woto36 ewisyje7"><style data-emotn="css am5pt0">{font-fay:Charter,Geia,Tim,Serif;font-size:1.1875rem;le-height:1.6;}{float:left;text-transform:upperse;font-weight:bold;marg-right:0.9375rem;marg-bottom:-0.625rem;marg-top:0;}{font-fay:Glanz,Glanz-fallback,Tim,Serif;font-size:6.25rem;font-weight:normal;le-height:0.75;marg-right:0;paddg:0.6rem 0.75rem 0 0;}@-moz-document url-prefix(){{marg-top:0.625rem;}}@media(max-width: 48rem){{marg-right:0.3125rem;}}@media(m-width: 64rem){{le-height:0.75;}} strong{font-fay:Charter,Geia,Tim,Serif;font-weight:bold;} em{font-style:alic;font-fay:Charter,Geia,Tim,Serif;}</style><p data-no-id="0" class="body-dropp css-am5pt0 et3p2gv0">For most rears, acquirg a newly released book means headg to your lol bookstore, htg the library, or loggg on to Amazon. For others, however, volv openg up a thoughtfully signed box that clus a py of the book, alongsi gifted ems like a ctom tote bag, a scented ndle, bety products, and maybe even a box of tea. If you’re a book fluencer, the latter is often the se. </p><style data-emotn="css aeyldl">{font-fay:Charter,Geia,Tim,Serif;font-size:1.1875rem;le-height:1.6;} strong{font-fay:Charter,Geia,Tim,Serif;font-weight:bold;} em{font-style:alic;font-fay:Charter,Geia,Tim,Serif;}</style><p data-no-id="1" class="css-aeyldl et3p2gv0">One might say that <style data-emotn="css umdwtv">{-webk-text-ratn:unrle;text-ratn:unrle;text-ratn-thickns:.0625rem;text-ratn-lor:#FF3A30;text-unrle-offset:0.25rem;lor:her;-webk-transn:background 0.4s;transn:background 0.4s;background:lear-gradient(#ffffff, #ffffff 50%, #d5dbe3 50%, #d5dbe3);-webk-background-size:100% 200%;background-size:100% 200%;}{lor:#000000;text-ratn-lor:borr-lk-body-hover;-webk-background-posn:100% 100%;background-posn:100% 100%;}</style><a href=" target="_blank" data-vars-ga-outbound-lk=" data-vars-ga-ux-element="Hyperlk" data-vars-ga-ll-to-actn="Sally Rooney" class="body-lk css-umdwtv et3p2gv0">Sally Rooney</a> started all when to vetable book merchandise that tak over the ter, though <a href=" data-vars-ga-outbound-lk=" data-vars-ga-ux-element="Hyperlk" data-vars-ga-ll-to-actn="she’d likely reject that attributn" class="body-lk css-umdwtv et3p2gv0"><u>she’d likely reject that attributn</u></a>. I anxly awaed the release of Rooney’s latt novel, <em><a href=" target="_blank" data-vars-ga-outbound-lk=" data-vars-ga-ux-element="Hyperlk" data-vars-ga-ll-to-actn="Betiful World, Where Are You" class="body-lk css-umdwtv et3p2gv0">Betiful World, Where Are You</a> </em>back September 2021. I placed my pre-orr at my lol bookstore bee, at the time, I thought that this was all a rear uld do. Oh, how wrong I was! Leadg up to publitn day, I started seeg thors, journalists, and generally ol ter people post about the <em>Betiful World </em>tote bag and the <em>Betiful World </em>bucket hat and even the <em>Betiful World </em>umbrella. Although sometim, as a wrer, I receive an ARC or a promotnal bookmark (for the, I am grateful), I knew there was no way I was gettg my hands on any of that premium merch. Instead, I showed up at a ffee rt pop-up Fort Greene, Brooklyn, (sponsored by <em>AirMail</em> and Farrar, Strs, and Giroux, Rooney’s publisher) and won myself a tote bag the old fashned way—by answerg a Rooney-themed trivia qutn rrectly. (“What’s the most monly nsumed beverage the world?” Tea, of urse). </p><p data-no-id="2" class="css-aeyldl et3p2gv0">In the months after the book’s release, the tote was often a nversatn starter around New York Cy. When I stopped by a bookstore, sometim I’d get a ment om a bookseller about the merch enzy. A few wrer iends asked how I managed to get my hands on one, while strangers who didn’t know about the book even mented on s betiful sign. It was a noticeable reactn for a simple nvas bag. In the year and a half sce <em>Betiful World</em> and the merch-duced enzy of s release, the promotn of books via social media marketg and fluencer relatns has bee even more elaborate. Now, many publicy and marketg mpaigns are created wh fluencers md, wh TikTok vio-worthy PR box and brand swag that’s signed to create a <em>social media moment </em>upon a book’s publitn. The qutn, then, isn’t <em>if </em>fluencer culture is changg book marketg and publicy, but <em>how. </em> </p><style data-emotn="css 1736von">{--data-embed-display:flex;-webk-align-ems:center;-webk-box-align:center;-ms-flex-align:center;align-ems:center;clear:both;display:-webk-box;display:-webk-flex;display:-ms-flexbox;display:flex;marg-bottom:0.9375rem;marg-left:to;marg-right:to;width:100%;}@media(m-width: 20rem){{width:100%;marg:0 to 0.9375rem;}}@media(m-width: 30rem){{width:100%;marg:0 to 0.9375rem;}}@media(m-width: 40.625rem){{width:100%;marg:0 to 0.9375rem;}}@media(m-width: 48rem){{width:100%;marg:0 to 0.9375rem;}}@media(m-width: 64rem){{width:100%;marg:0 to 0.9375rem;}}@media(m-width: 73.75rem){{width:100%;marg:0 to 0.9375rem;}}@media(m-width: 75rem){{width:100%;marg:0 to 0.9375rem;}}@media(m-width: 90rem){{width:100%;marg:0 to 0.9375rem;}} a span{right:1rem;} img{width:to;height:85vh;} a{display:-webk-le-box;display:-webk-le-flex;display:-ms-le-flexbox;display:le-flex;posn:var(--posn, relative);} img:not(.ewcw41w1){display:block;width:100%;height:to;-webk-align-self:flex-start;-ms-flex-em-align:flex-start;align-self:flex-start;}</style><div size="medium" data-embed="body-image" data-no-id="3" class="align-center size-medium embed css-1736von e1xqj1sx4"><style data-emotn="css uwraif">{width:100%;display:-webk-le-box;display:-webk-le-flex;display:-ms-le-flexbox;display:le-flex;-webk-flex-directn:lumn;-ms-flex-directn:lumn;flex-directn:lumn;marg-left:to;marg-right:to;-webk-box-pack:center;-ms-flex-pack:center;-webk-jtify-ntent:center;jtify-ntent:center;}</style><div class="css-uwraif e1xqj1sx3"><img alt="sally rooney merch" tle="sally rooney merch" loadg="lazy" width="6720" height="4480" dg="async" data-nimg="1" style="lor: transparent; width: 100%; height: to;" siz="100vw" srcSet=" 640w, 980w, 1120w, 1200w, 1920w" src="" class="css-0 exi4f7p0" /><style data-emotn="css swqnqv">@media(m-width: 20rem){{paddg-left:0rem;}}@media(m-width: 30rem){{paddg-left:0rem;}}@media(m-width: 40.625rem){{paddg-left:0rem;}}@media(m-width: 48rem){{paddg-left:0rem;}}@media(m-width: 64rem){{paddg-left:0rem;}}@media(m-width: 73.75rem){{paddg-left:0rem;}}@media(m-width: 75rem){{paddg-left:0rem;}}@media(m-width: 90rem){{paddg-left:0rem;}}</style><div class="css-swqnqv e1xqj1sx2"><style data-emotn="css 8h7i7x">{width:0;m-width:100%;paddg-top:0.625rem;letter-spacg:0.02rem;font-fay:Lsanne,Lsanne-fallback,Arial,sans-serif;font-size:0.875rem;le-height:1.3;} em, i{font-fay:her;font-style:alic;}</style><div class="css-8h7i7x e1xqj1sx1">A sue of merchandise promotg Sally Rooney’s <em>Betiful World, Where Are You</em>.</div><figptn class="css-1am3yn9 enfs9c50"><span class="css-1mcfn5x e6iqd2">Philip Friedman</span></figptn></div></div></div><style data-emotn="css 18pb4rg">{borr:0;borr-bottom:th solid black;marg:1.875rem 0;clear:both;}</style><hr data-no-id="4" class="css-18pb4rg et3p2gv0" /><p data-no-id="5" class="body-dropp css-am5pt0 et3p2gv0">Emma Cle’s latt novel, <em>The Gut,</em> published on May 9. In preparatn, Cle’s publisher, Random Hoe Books, distributed advanced rear pi (ARCs) to book fluencers, packaged alongsi a tube of Supergoop sunscreen, a box of Tate’s Bake Shop oki, a pair of sunglass lor-ordated to the book’s ver, and a handful of other goodi, all aptly themed around the novel, which tak place at the end of summer on the East End of Long Island. The fluencer mailg also me wh a veted Random Hoe Books tote bag. Marisa Gat, the ntent creator behd the TikTok acunt “<a href=" data-vars-ga-outbound-lk=" data-vars-ga-ux-element="Hyperlk" data-vars-ga-ll-to-actn="smallsualbooktok" class="body-lk css-umdwtv et3p2gv0"><u>smallsualbooktok</u></a>,” posted a <a href=" data-vars-ga-outbound-lk=" data-vars-ga-ux-element="Hyperlk" data-vars-ga-ll-to-actn="15-send-long vio" class="body-lk css-umdwtv et3p2gv0"><u>15-send-long vio</u></a> displayg the ntents of the box Febary, remarkg that <em>The Gut</em> is her most anticipated book of the year. The views, and the enthralled rears the ments, quickly followed.</p><p data-no-id="6" class="css-aeyldl et3p2gv0">“I wish all books me like this,” read one ment. “I have never been more jealo of anyone ever,” read another. Gat, who later posted <a href=" data-vars-ga-outbound-lk=" data-vars-ga-ux-element="Hyperlk" data-vars-ga-ll-to-actn="a full review of the novel" class="body-lk css-umdwtv et3p2gv0"><u>a full review of the novel</u></a> a separate vio, never anticipated that her platform would grow to this size, or that she’d receive the typ of rpons. In fact, she told me that, “as someone who is anti-palism and [anti-]overnsumptn,” her goal when startg her acunt was to show how one n build their book llectn by g the public library and buyg books sendhand. After nearly two years on TikTok, she now has nearly 6,000 followers on the platform. Book publishers equently pch her on forthg tl to review, which are often sent wh acpanyg swag, cludg ems ctomized to reflect a book’s tle or ver art, as well as related products om other brands that f wh a book’s theme, e.g. the Tate’s oki, a brand found Southampton, N.Y. </p><div supprsHydratnWarng data-no-id="7" data-embed="pullquote" class="embed css-0 e9hzx6g0"><style data-emotn="css 1eiql25">{text-align:center;marg:0rem;paddg-top:0.9375rem;paddg-bottom:0.9375rem;}</style><blockquote class="css-1eiql25 e1pe3zr91"><style data-emotn="css ow0dpz">{borr:0.3125rem solid #FF3A30;borr-radi:100%;ntent:'';display:block;height:2.1875rem;left:50%;marg:-0.99rem to 0 -1.33rem;posn:absolute;width:2.1875rem;}</style><span aria-hidn="te" class="css-ow0dpz eagam8p0"></span><style data-emotn="css la9czl">{font-fay:Lsanne,Lsanne-fallback,Arial,sans-serif;font-size:1.625rem;le-height:1.2;marg:0rem;}@media(max-width: 48rem){{font-size:1.75rem;le-height:1.2;}}@media(m-width: 64rem){{font-size:2.375rem;le-height:1.2;}} b, strong{font-fay:her;font-weight:bold;} em, i{font-fay:her;font-style:alic;}{ntent:'＂';display:block;font-fay:Lsanne,Lsanne-fallback,Arial,sans-serif;font-size:3.4375rem;le-height:0.72;font-style:alic;paddg:0.3125rem 0.875rem 0 0;}</style><blockquote class="css-la9czl e1pe3zr90">"I wish all books me like this."</blockquote><span aria-hidn="te" class="css-0 eagam8p1"></span></blockquote></div><p data-no-id="8" class="css-aeyldl et3p2gv0">Gat is far om the only fluencer receivg this book merchandise. Search “book PR package” or “book PR hl” and you’ll fd vios wh tens of thoands of views (if not more). Commenters passnately exprs their tert the books at the center of the vios, as well as their jealoy about the acpanyg tot and T-shirts. Gat even quipped that some of her followers say she’s on their “rob list,” ditg that they’d love to steal all the swag she receiv om publishers. Clearly Bookstagrammers and BookTokers have not only mand the attentn of other rears on their rpective platforms, but also that of major publishers and thors.</p><p data-no-id="9" class="css-aeyldl et3p2gv0">Even though she’s been receivg fluencer packag sce 2021, Gat is still imprsed by the novelty of all: “I’m hontly jt shocked I get them,” she said. That said, Gat is tentnal about what she posts, and she cl ARCs and fluencer box for tl that don’t appeal to her. “I don’t want to have that prsure on me to read somethg I wouldn’t read,” she said. “Pl, strik me as almost pretextual…[if] I’m showg this PR package for a book that I’m not gog to read.” </p><p data-no-id="10" class="css-aeyldl et3p2gv0"><a href=" data-vars-ga-outbound-lk=" data-vars-ga-ux-element="Hyperlk" data-vars-ga-ll-to-actn="Zoë Jackson" class="body-lk css-umdwtv et3p2gv0"><u>Zoë Jackson</u></a>, another book ntent creator, agreed, tellg Esquire that havg a solid sense of one’s own lerary taste is a key part of beg a book fluencer. “If you're gog to talk about books onle, you need to know what you like,” Jackson said. “And that volv sayg no to stuff.”</p><p data-no-id="11" class="css-aeyldl et3p2gv0">On the publisher si, tentnaly is also a key element of marketg strategi. “I put a great al of nsiratn to who receiv each tle hop of sendg them their next favore read,” said Amelia Olsen, a marketg ordator at Zando Projects, an pennt publisher known for the buzzy (and often cheeky) merch they send along wh their new releas, such as <a href=" data-vars-ga-outbound-lk=" data-vars-ga-ux-element="Hyperlk" data-vars-ga-ll-to-actn="an ashtray and a matchbook" class="body-lk css-umdwtv et3p2gv0"><u>an ashtray and a matchbook</u></a> featurg the ver art of Margot Douaihy’s <em>Srched Grace</em>, a novel about a cha-smokg, tattooed nun who be a slth vtigatg an arson spree at her school. Olsen and Chloe Texier-Rose, the head of publicy at Zando Projects, cled to answer qutns about how they select jt who receiv the packag, though Olsen noted that their mol “harns the power of beloved public figur, platforms, and stutns to promote our books.”<strong><br /></strong></p><div size="medium" data-embed="body-image" data-no-id="12" class="align-center size-medium embed css-1736von e1xqj1sx4"><div class="css-uwraif e1xqj1sx3"><img alt="zando merch" tle="zando merch" loadg="lazy" width="6720" height="4480" dg="async" data-nimg="1" style="lor: transparent; width: 100%; height: to;" siz="100vw" srcSet=" 640w, 980w, 1120w, 1200w, 1920w" src="" class="css-0 exi4f7p0" /><div class="css-swqnqv e1xqj1sx2"><div class="css-8h7i7x e1xqj1sx1">Merch om Zando Projects.</div><figptn class="css-1am3yn9 enfs9c50"><span class="css-1mcfn5x e6iqd2">Philip Friedman</span></figptn></div></div></div><p data-no-id="13" class="css-aeyldl et3p2gv0">Douaihy, a but thor, was thrilled about the ashtray and matchbook, notg that the marketg team at Zando Projects asked her qutns such as, “What kd of feelg do you want [the merchandise] to embody?” As for the merch self, Douaihy lls “astoundgly creative.” She rells particular excement om rears and booksellers surroundg the matchbooks, which look like miature versns of her novel, pecially bee “fire and ignn and ceratn and arson are them <em>Srched Grace,</em>” she said. At a recent birthday party Douaihy attend, a iend had displayed one of the matchbooks her home, and garnered stant cursy om fellow guts. “All the people were gatherg around , [askg] ‘What is that? How n I get one? Where n I buy one?’” Douaihy add, “The more digal we all are, ltle thgs that are tangible and unique have a lot of currency.” </p><p data-no-id="14" class="css-aeyldl et3p2gv0">This is why she believ rears are so drawn to book-related merchandise, whether they see onle om an fluencer or at their lol bookstore. In fact, she’s brought matchbooks to signgs at bookstor and rells that they’ve que lerally <em>sparked</em> nversatn, while offerg “new ways to brg the characters to life, and even the danger [of the novel] to life.” While a brand ashtray or matchbook may seem small, Douaihy said that the thoughtful touch to her book lnch are an ditn that Zando is providg “more ways and more tools to enhance the muny aspect [of readg].”</p><div supprsHydratnWarng data-no-id="15" data-embed="pullquote" class="embed css-0 e9hzx6g0"><blockquote class="css-1eiql25 e1pe3zr91"><span aria-hidn="te" class="css-ow0dpz eagam8p0"></span><blockquote class="css-la9czl e1pe3zr90">"The more digal we all are, ltle thgs that are tangible and unique have a lot of currency."</blockquote><span aria-hidn="te" class="css-0 eagam8p1"></span></blockquote></div><p data-no-id="16" class="css-aeyldl et3p2gv0">It’s not surprisg that TikToks showsg ARCs and gifted ems om publishers, particularly of highly anticipated tl, are so enticg to viewers, pecially those on “BookTok,” the niche muny that clus everythg om book reviews to library hls to roundups of “books I would sell my soul to read aga for the first time.” Hl vios, which creators flnt ems they’ve recently bought or been gifted, have been ptivatg ter dienc for years, pecially the fashn and bety space, so why would be any different for book lovers? Wh book-related ntent, though, the vios ually revolve around a book review or a remendatn. At the very least, the veted brand tote bag or book-themed t-shirt offers an enticg visual pairg, or at most, a viral moment for a new release. </p><p data-no-id="17" class="css-aeyldl et3p2gv0">“I really appreciate when [a PR package] is centered around the book or them the book,” Gat said, notg that the sunscreen clud the package for <em>The Gut </em>felt relevant more ways than one. The book als wh them of class the Hamptons, and the characters the novel are, acrdg to Gat, “the upper class people who don’t really know what’s gog on. Those people I would gus would be the most likely to e Supergoop sunscreen,” she remarked. </p><p data-no-id="18" class="css-aeyldl et3p2gv0"><a href=" data-vars-ga-outbound-lk=" data-vars-ga-ux-element="Hyperlk" data-vars-ga-ll-to-actn="Dakota Bossard" class="body-lk css-umdwtv et3p2gv0"><u>Dakota Bossard</u></a>, who creat book-themed ntent on TikTok and Instagram, said that fluencer PR materials om publishers and marketg agenci help the ntent she’s already creatg e alive—if they’re done right. “As someone who do more athetic-based vios, ’s so helpful to receive a nice box wh nice packagg om top to bottom,” she said, addg that the ntents of a PR box om a publisher or marketg agency help her film B-roll that’s “perfect for book reviews.”</p><p data-no-id="19" class="css-aeyldl et3p2gv0">What actually mak good book merch wh the curated packag? Acrdg to Bossard, ems one n actually e are what imprs her most. She prefers “thgs that are well signed,” and “thgs I’m not jt gog to shove to a drawer.” She mentned a book-themed electn button clud a PR package for a tle which an electn is a major plot pot, and while the sign was admirable, quickly found s way to a drawer and out of sight. That’s where the tote bag . At a time when practilly every brand has s own nvas tote, ’s an easy for publishers to create a practil em that will get plenty of facetime wh potential rears. “Instead of a baseball p for sports fans, ’s a tote bag for book fans,” said Sydney Czech, a former library marketg ordator at a Big Five publisher (the “Big Five” is prised of Hachette, Harper Colls, Maclan, Pengu Random Hoe, and Simon & Schter).</p><div size="medium" data-embed="body-image" data-no-id="20" class="align-center size-medium embed css-1736von e1xqj1sx4"><div class="css-uwraif e1xqj1sx3"><img alt="tot merch" tle="tot merch" loadg="lazy" width="6720" height="4480" dg="async" data-nimg="1" style="lor: transparent; width: 100%; height: to;" siz="100vw" srcSet=" 640w, 980w, 1120w, 1200w, 1920w" src="" class="css-0 exi4f7p0" /><div class="css-swqnqv e1xqj1sx2"><figptn class="css-1am3yn9 enfs9c50"><span class="css-1mcfn5x e6iqd2">Philip Friedman</span></figptn></div></div></div><p data-no-id="21" class="css-aeyldl et3p2gv0"><strong></strong></p><p data-no-id="22" class="css-aeyldl et3p2gv0">But a betiful ver and clever PR materials do not always make for a five-star read. Influencers are then tasked wh the qutn: should I post about a book I didn’t enjoy? “My personal bt practice is to wa until I’ve read the book and then clu the unboxg my review vio,” Bossard said. Jackson has also faced this qutn, remarkg that when she receiv an fluencer box, she’ll typilly opt for a lower-stak post, like a photo on Instagram stori, and wa until she’s read the book to give a full review on TikTok, ultimately keepg the merch and the review separate. When she do post an Instagram story, her followers will send direct msag exprsg excement about a forthg review. </p><p data-no-id="23" class="css-aeyldl et3p2gv0">BookTok and Bookstagram feel markedly more liberate and more curated than other ter nich, part bee many ntent creators have done the work of readg an entire book before postg about , and are often only sharg the books they absolutely love (or, for some, the on they absolutely tt). However, when an fluencer <em>do</em> post solely about the merchandise, wh no promise of a review or remendatn, the viewer is faced wh the qutn: How do I know if this book is any good? Can I tst this person? Are they jt here for the vib and not the lerature? Athetilly pleasg book vers, cludg “<a href=" data-vars-ga-outbound-lk=" data-vars-ga-ux-element="Hyperlk" data-vars-ga-ll-to-actn="blob vers" class="body-lk css-umdwtv et3p2gv0"><u>blob vers</u></a>,” which feature lorful, abstract signs, have had a chokehold on the publishg dtry for the last several years. Cocintally (or not), they look terrific ambient TikTok vios or refully staged Instagram posts. But for nsumers of book ntent on social media, a level of tst om the fluencer is necsary to keep followg, whether that’s the form of a review or an fluencer’s ditn that they’ve read this thor before and are therefore exced about their latt work. A pretty flat lay of an art prt-worthy book ver and an acpanyg tote bag don’t tell viewers much about what’s between the vers. </p><p data-no-id="24" class="css-aeyldl et3p2gv0">Wh that md, most book lnch-related promotnal merchandise appears well curated, if sparse. The fluencer box for <em>The Gut </em>that Gat received, for example, wasn’t overflowg wh goodi (or an excs of packg peanuts and nfetti). Jackson also mentned that the fluencer packag she prefers are filled wh “thgs that plement what the book's actually about and also thgs that aren't super wasteful,” referencg the current disurse on how wasteful fluencer packag n be. Bossard also tak packagg to acunt when scribg what mak appealg PR materials, notg that she enjoys a brand box or envelope, “as long as they are recyclable and easy to break down, most of which are.” However, “the nfetti is a nightmare,” Bossard said, though “tissue paper is easier to rse or dispose of, and 's pretty photos and vios.” When to what’s si the mailers, Bossard has received que a few ems “that are a b too specific to the book that I have no tert g and end up keepg the bottom of a drawer, which feels so wasteful.” She add, “It feels even worse when I don't like the book.” </p><div supprsHydratnWarng data-no-id="25" data-embed="pullquote" class="embed css-0 e9hzx6g0"><blockquote class="css-1eiql25 e1pe3zr91"><span aria-hidn="te" class="css-ow0dpz eagam8p0"></span><blockquote class="css-la9czl e1pe3zr90">"How do I know if this book is any good? Can I tst this person?"</blockquote><span aria-hidn="te" class="css-0 eagam8p1"></span></blockquote></div><p data-no-id="26" class="css-aeyldl et3p2gv0">Though book fluencers may vary approach, they generally do one thg well: they make readg look fun and stylish, and clever merch certaly adds to that air of an aspiratnally lerary life. In Febary 2023, Barry Pierce wrote about “<a href=" data-vars-ga-outbound-lk=" data-vars-ga-ux-element="Hyperlk" data-vars-ga-ll-to-actn="the shallow world of BookTok" class="body-lk css-umdwtv et3p2gv0"><u>the shallow world of BookTok</u></a>” for Brish <em>GQ</em>, where he scrib how as a former Youtube ntent creator (a BookTuber, as he lls ), he feels partly rponsible for the populary of athetics-based, anti-tellectual readg ntent on TikTok. He’s not entirely off-base; he’s right that ntent creators who foc on books succeed makg a liftyle which readg is at the center look appealg <em>and </em>achievable, perhaps more achievable than really is. But where I believe he’s wrong is his argument that book ntent creators aren’t ntributg to lerary disurse. Plenty of BookTok vios clu tailed reviews wh <a href=" data-vars-ga-outbound-lk=" data-vars-ga-ux-element="Hyperlk" data-vars-ga-ll-to-actn="analysis of major them and plot pots" class="body-lk css-umdwtv et3p2gv0"><u>analysis of major them and plot pots</u></a>, and creators provi <a href=" data-vars-ga-outbound-lk=" data-vars-ga-ux-element="Hyperlk" data-vars-ga-ll-to-actn="thoughtful remendatns" class="body-lk css-umdwtv et3p2gv0"><u>thoughtful remendatns</u></a> based on them, wrg style, and other pop culture preferenc. </p><p data-no-id="27" class="css-aeyldl et3p2gv0">Siarly, <em>Sweetbter </em>thor <a href=" data-vars-ga-outbound-lk=" data-vars-ga-ux-element="Hyperlk" data-vars-ga-ll-to-actn="Stephanie Danler lamented Btle" class="body-lk css-umdwtv et3p2gv0"><u>Stephanie Danler lamented <em>Btle</em></u></a> that BookTok don’t offer a genue space to be a rear; rather, she argued, enurag one to <em>look like </em>a rear. Lerary publicy teams who make promotnal materials, pecially on that are ultimately disposable (like t-shirts and tote bags), uld be acced of modifyg art. Influencers <em>are</em> helpg sell books, after all. “I don't thk sellg books is a bad thg, bee 's the goal of the entire publishg dtry, of which we are an adjacent arm—we rely on them for books to read, and they rely on to help the books fd their target dience,” said <a href=" data-vars-ga-outbound-lk=" data-vars-ga-ux-element="Hyperlk" data-vars-ga-ll-to-actn="Stacey Yu" class="body-lk css-umdwtv et3p2gv0"><u>Stacey Yu</u></a>, a book ntent creator who noted that she balanc her lerary diet between large and die prs. Yu poted out that big publishers “are able to send out more PR box, pay for sponsored vios, work wh PR firms who specialize fluencer marketg, and vote more time to strengtheng their fluencer outreach programs,” as opposed to die prs wh fewer rourc that n’t always pay creators for their work. This dispary is apparent on social media, where big publishg ho (and social-forward on like Zando Projects) boast feeds full of merch, giveaways, and fluencer partnerships, while pennt prs like T Hoe and Graywolf Prs have far more straightforward onle prenc.<br /></p><p data-no-id="28" class="css-aeyldl et3p2gv0">Publishers that <em>do</em> lean to social media, wh the help of book fluencers, are meetg rears where they are. At a time when rears' ccial third plac (like bookstor, public librari, and book clubs) are jt startg to return after the COVID-19 panmic, social media has remaed a haven of nnectn for book lovers. Ludd might sff, but the same people who once sat for hours bookstor porg over new releas (and who still do) are now on TikTok. Lerary nversatns may fally be happeng person aga, but they’re still happeng onle, too. </p><p data-no-id="29" class="css-aeyldl et3p2gv0">“Word of mouth has always been the hero of book promotn,” Olsen said. “So when a creator their platform to champn a book or thor, ’s valuable.” Jt as social media has changed the game for rears, ’s also had a signifint impact on the publishg dtry. Acrdg to Olsen, “fluencer management and relatns have bee a huge part of what we nsir when creatg a marketg mpaign.” Bee so many fluencers post about the swag they receive, whether ’s a simple unboxg or a full review, the centive to provi social media-worthy materials remas high. </p><hr data-no-id="30" class="css-18pb4rg et3p2gv0" /><p data-no-id="31" class="body-dropp css-am5pt0 et3p2gv0">Book merch has more social currency than ever, but publishers don’t always get right, as evinced by <a href=" data-vars-ga-outbound-lk=" data-vars-ga-ux-element="Hyperlk" data-vars-ga-ll-to-actn="the lorg book based on Colleen Hoover’s It Ends Wh Us. The book garnered" class="body-lk css-umdwtv et3p2gv0"><u>the lorg book based on Colleen Hoover’s </u><em><u>It Ends Wh Us.</u></em> The book garnered</a> an apology om Hoover and the ncellatn of s publitn after social media ers lled out for beg tone-af, as the novel is largely about domtic vlence. Some thors leverage their own social followgs to reach rears, even when they have the backg of a big publisher. Haley Jakobson, whose but novel, <em>Old Enough</em>, me out June wh Dutton Books, had creative ntrol when me to signg her PR box while workg alongsi her marketg team at Pengu Random Hoe. She also cid who would receive them, notg that she’s been exced about her PR box ever sce she was still the procs of wrg the novel. The fluencer box for <em>Old Enough </em>clus a variety of “mp sentials” that ci wh them the book, cludg “your first ever vibrator” om Bella, a Papier notepad for class not, and hand-sewn vtage fabric scnchi om Miranda Watson Dign. The thor herself partnered wh brands and small bs owners to supply the ems each of the 100 refully curated box. “It all om relatnships that I’ve been velopg for years. And I have very much always had my eye on the prize wh those relatnships,” she said. </p><div supprsHydratnWarng data-no-id="32" data-embed="pullquote" class="embed css-0 e9hzx6g0"><blockquote class="css-1eiql25 e1pe3zr91"><span aria-hidn="te" class="css-ow0dpz eagam8p0"></span><blockquote class="css-la9czl e1pe3zr90">But there’s an air of exclivy that looms the book fluencer muny. </blockquote><span aria-hidn="te" class="css-0 eagam8p1"></span></blockquote></div><p data-no-id="33" class="css-aeyldl et3p2gv0">Jakobson’s role as a “wrer on the ter,” as she puts , also plays to why she cid to lean heavily on PR box and fluencer promotn for her book lnch. “I knew that the drivg force of sellg this book would be to really dig to the thg that I am good at and that I love, which is social media,” she said. Siarly, choosg who would receive the PR box, tentnaly was key. “I wrote a queer book,” she said of the novel, which tackl the nostalgia of girlhood, acknowledgg onelf as a survivor of sexual asslt, and iendship loss. “So that’s why many of the people on my PR list are gay or survivors.” </p><p data-no-id="34" class="css-aeyldl et3p2gv0">Wh the rise of BookTok and Bookstagram, fluencers across different platforms have virtually created a new form of book publicy—so ’s no surprise that some thors have joed . No matter how you feel about the role of social media and fluencers the lerary world, they’ve had an unniable effect on the dtry wr large. </p><p data-no-id="35" class="css-aeyldl et3p2gv0">But there’s an air of exclivy that looms the book fluencer muny. Some creators post about a book and clu a photo or vio of the ARC, while others will showse the elaborate gift box and whatever goodi may clu. The discrepancy suat a tiered system of fluencers, i.e. who is ol enough (and has enough followers, for that matter) to receive the bt merch. </p><p data-no-id="36" class="css-aeyldl et3p2gv0">“The BookTok muny is so close-kn, so we are all very aware of who is receivg what,” Bossard said. When she first started postg on TikTok 2021, she noted that she would typilly receive an ARC, while watchg as fluencers wh more followers received extra swag. But as her followg grew, “I started receivg a more personal touch (and more merch) om certa publishers,” she said. “It beme clear that they tend to equate our value wh the number of followers we have rather than our readg taste, which is so unfortunate.” Several of the fluencers I spoke to echoed the ia that n be difficult to unrstand what publishers want, and buildg personal relatnships wh marketg and publicy profsnals who learn to know their tast is mutually beneficial. </p><div supprsHydratnWarng data-no-id="37" data-embed="pullquote" class="embed css-0 e9hzx6g0"><blockquote class="css-1eiql25 e1pe3zr91"><span aria-hidn="te" class="css-ow0dpz eagam8p0"></span><blockquote class="css-la9czl e1pe3zr90">"They tend to equate our value wh the number of followers we have rather than our readg taste."</blockquote><span aria-hidn="te" class="css-0 eagam8p1"></span></blockquote></div><p data-no-id="38" class="body-text css-aeyldl et3p2gv0">Zando Projects appears to take an fluencer-first approach wh s publicy. Three of the book fluencers I terviewed mentned the publisher and their creative publicy mpaigns, cludg on wh clever promotnal materials, like the aforementned ashtray and <a href=" data-vars-ga-outbound-lk=" data-vars-ga-ux-element="Hyperlk" data-vars-ga-ll-to-actn="a beach towel" class="body-lk css-umdwtv et3p2gv0"><u>a beach towel</u></a> featurg the ver art of <em>The Odyssey </em>by Lara Williams. But the veted materials aren’t jt for fluencers; fact, many publishers offer giveaways via email and on social media, where the prize isn’t <em>jt </em>the book, but also the merch. This n range om <a href=" data-vars-ga-outbound-lk=" data-vars-ga-ux-element="Hyperlk" data-vars-ga-ll-to-actn="straightforward" class="body-lk css-umdwtv et3p2gv0"><u>straightforward</u></a> (FSG’s <em>Birnam Wood </em>by Eleanor Catton clud a py of the book, an embroired hat wh the book's tle, a plantable bookmark, and a pencil) to <a href=" data-vars-ga-outbound-lk=" data-vars-ga-ux-element="Hyperlk" data-vars-ga-ll-to-actn="more elaborate" class="body-lk css-umdwtv et3p2gv0"><u>more elaborate</u></a> (Zando Projects’ <em>Monstril </em>by Gerardo Sámano Córdova clud a signed py of the novel, an illtrated letter om the thor, a mag, an art prt featurg imag om the book, and a handma dogwood flower).</p><p data-no-id="39" class="css-aeyldl et3p2gv0">While the exclivy of the ems is part of their appeal, ’s possible that their sudn prevalence is also openg up the historilly exclnary publishg dtry to rears and wrers who might not otherwise have a way . Olsen said her goal, and that of Zando Projects, “is to make the recipient immediately trigued,” addg that “a good book box is a world-buildg experience that starts as soon as the package arriv at our rears’ doorsteps.”</p><p data-no-id="40" class="body-text css-aeyldl et3p2gv0">Book fluencers have been cricized for makg readg to an athetic, enuragg followers to be someone who <em>looks</em> like a rear rather than someone who actually reads. But publishers and marketg agenci have played the game too, providg everythg an fluencer needs to make a book look appealg enough to buy (or at least put on hold at the library). </p><p data-no-id="41" class="css-aeyldl et3p2gv0">At the root of much of this ntent is an hont review om someone who has read that book, and likely many, many others. Do the gift of a pretty tote bag fluence that review? Perhaps, for some. But for fluencers who create ntent bee they scerely love books (and rears who stumble across book merch by happenstance, like me), promotnal ems act as the ultimate seal of approval. After all, what te book lover rri a tote plastered wh the tle of a book they only rated two stars on Goodreads? </p><style data-emotn="css 2ok9l4">{marg-top:1.875rem;borr-top:th solid #595959;}</style><div data-jam-id="thor-b" class="css-2ok9l4 e13rjwo40"><style data-emotn="css f0b5z8">{display:grid;grid-template-lumns:to 1;grid-lumn-gap:0.625rem;paddg-top:1.25rem;paddg-bottom:1.25rem;clear:both;}</style><div class="css-f0b5z8 e19xk9rq8"><style data-emotn="css irehmq">{borr-radi:50%;height:60px;width:60px;}@media(max-width: 48rem){{width:40px;height:40px;}}</style><span class="css-irehmq e19xk9rq1"><style data-emotn="css syyu3a">{background:#CDCDCD;borr-radi:50%;height:100%;width:100%;}@media(max-width: 73.75rem){{paddg:0.3125rem;}}@media(m-width: 64rem){{paddg:0.9375rem;}}</style><img data-dynamic-svg src="/_assets/sign-tokens/quire/static/imag/logos/" loadg="lazy" alt="Lettermark" height="100" width="100" class="css-syyu3a e19xk9rq0" /></span><div><style data-emotn="css 3sqxrq">{display:-webk-box;display:-webk-flex;display:-ms-flexbox;display:flex;grid-gap:4px;-webk-align-ems:basele;-webk-box-align:basele;-ms-flex-align:basele;align-ems:basele;-webk-box-flex-wrap:wrap;-webk-flex-wrap:wrap;-ms-flex-wrap:wrap;flex-wrap:wrap;}</style><div class="css-3sqxrq e19xk9rq7"><span class="css-0 e19xk9rq5"><style data-emotn="css 1yunoig">{lor:#161616;font-fay:Lsanne,Lsanne-fallback,Arial,sans-serif;letter-spacg:0.02rem;-webk-text-ratn:unrle;text-ratn:unrle;text-ratn-lor:her;text-ratn-thickns:0.0625rem;text-transform:upperse;text-unrle-offset:0.25rem;-webk-transn:all 0.3s ease--out;transn:all 0.3s ease--out;}@media(max-width: 48rem){{font-size:0.70003rem;le-height:1.4;}}@media(m-width: 40.625rem){{font-size:0.70003rem;le-height:1.3;}}{lor:#595959;text-ratn-lor:borr-lk-body-hover;}</style><style data-emotn="css 1kgdfad">{lor:#161616;font-fay:Lsanne,Lsanne-fallback,Arial,sans-serif;letter-spacg:0.02rem;text-transform:upperse;lor:#161616;font-fay:Lsanne,Lsanne-fallback,Arial,sans-serif;letter-spacg:0.02rem;-webk-text-ratn:unrle;text-ratn:unrle;text-ratn-lor:her;text-ratn-thickns:0.0625rem;text-transform:upperse;text-unrle-offset:0.25rem;-webk-transn:all 0.3s ease--out;transn:all 0.3s ease--out;}@media(max-width: 48rem){{font-size:0.70003rem;le-height:1.4;}}@media(m-width: 40.625rem){{font-size:0.70003rem;le-height:1.3;}}@media(max-width: 48rem){{font-size:0.70003rem;le-height:1.4;}}@media(m-width: 40.625rem){{font-size:0.70003rem;le-height:1.3;}}{lor:#595959;text-ratn-lor:borr-lk-body-hover;}</style><a href="/thor/268865/male-diamond/" class="e1c1bym13 css-1kgdfad e1c1bym14"><span>Male Diamond</span></a></span></div><style data-emotn="css 8u8x58">{display:-webk-box;font-fay:Charter,Geia,Tim,Serif;font-size:1rem;le-height:1.4;overflow:hidn;paddg-top:0.3125rem;-webk-box-orient:vertil;-webk-le-clamp:5;}@media(max-width: 48rem){{-webk-le-clamp:10;}}>*{display:le;} em{font-style:alic;font-fay:CharterItalic,Geia,Tim,Serif;} p{marg:0rem;} p a{-webk-text-ratn:unrle;text-ratn:unrle;text-ratn-thickns:0.0625rem;text-ratn-lor:her;text-unrle-offset:0.25rem;} p a:hover{text-ratn-lor:borr-lk-body-hover;}</style><div class="css-8u8x58 e19xk9rq4"><p>Male Diamond a wrer and edor wh byl Buy Si om WSJ, <em>New York </em>magaze, <em>Travel + Leisure</em>, and more. Origally om Southern California, she now liv Brooklyn and n often be found her favore park, ppucco hand.</p></div></div></div></div><style data-emotn="css ciejky">{clear:both;marg-top:1.25rem;}</style><div id="journey-le" class="css-ciejky e1cslvxz0"></div><style data-emotn="css 79elbk">{posn:relative;}</style><div class="css-79elbk eg8z2o90"><div class="css-79elbk e1tp40ll1"><div data-anchor-id="P0-0" class="css-0 e1tp40ll0"></div></div><style data-emotn="css hi6ssp">{display:block;grid-area:article_body;grid-lumn:article_body-start/article_body-end;grid-row:to;jtify-self:center;marg:1.25rem 0 0;}@media prt{{display:none;}}@media(max-width: 30rem){{width:100%;}}@media(max-width: 61.25rem){{m-height:28rem;}}@media(m-width: 30rem){{width:488px;}}@media(m-width: 40.625rem){{width:612px;}}@media(m-width: 64rem){{max-width:40.25rem;}}</style><div class="css-hi6ssp eg8z2o92"></div></div></div></div><div></div><style data-emotn="css 6b9rfj">{display:block;-webk-flex-basis:lc((100vw - 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to;max-width:60rem;borr-top:0.125rem solid #15263D;}</style><div class="css-604vx7 e10xr3vp4"><style data-emotn="css 1sowyjy">{marg-bottom:1.25rem;}</style><div class="css-1sowyjy e10xr3vp3"><style data-emotn="css ju94x7">{marg:0rem;font-weight:normal;background-lor:#ffffff;lor:#000;borr:0.125rem solid #15263D;text-align:left;width:-webk-f-ntent;width:-moz-f-ntent;width:f-ntent;borr-radi:2rem;display:block;font-fay:Lsanne,Lsanne-fallback,Arial,sans-serif;font-size:0.70028rem;le-height:1.2;letter-spacg:0.04rem;marg-top:-1rem;paddg:0.5rem 0.9375rem 0.25rem;text-transform:upperse;}</style><h6 class="css-ju94x7 e10xr3vp2"><span aria-hidn="te" class="css-0 eagam8p0"></span><span class="css-0 e10xr3vp1">Watch Next</span><span aria-hidn="te" class="css-0 eagam8p1"></span></h6><style data-emotn="css un61">{-webk-align-ems:center;-webk-box-align:center;-ms-flex-align:center;align-ems:center;display:-webk-box;display:-webk-flex;display:-ms-flexbox;display:flex;font-fay:Lsanne,Lsanne-fallback,Arial,sans-serif;font-weight:normal;-webk-box-pack:center;-ms-flex-pack:center;-webk-jtify-ntent:center;jtify-ntent:center;marg:0rem;m-height:to;paddg-top:1rem;text-align:left;}@media(max-width: 48rem){{font-size:1.5rem;le-height:1.1;}}@media(m-width: 48rem){{font-size:1.875rem;le-height:1.3;}}@media(m-width: 64rem){{font-size:2.125rem;le-height:1.2;}}</style><h6 class="css-un61 e10xr3vp0"> </h6></div><style data-emotn="css b3y6x">{marg-bottom:0.9375rem;--aspect-rat:56.25%;} {posn:absolute;marg:0rem;}{ntent:"";display:block;height:0rem;width:100%;}@media(max-width: 30rem){{paddg-bottom:lc((45% / 1.16) + 20px + 1.66em);}}@media(m-width: 30rem) and (max-width: 48rem){{paddg-bottom:lc((45% / 1.43) + 20px + 1.66em);}}@media(m-width: 40.625rem) and (max-width: 64rem){{paddg-bottom:lc((33% / 1.40) + 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