put some money on it

from Friday’s Shelf AWareness:

“With the number of literary awards and bookish bonanzas growing every day, the introduction of a little action into the proceedings seems like a good bet for increased publicity,” noted the Guardian in an article about the £10,000 (US$19,800) Desmond Elliott prize shortlist. “Indeed, when it comes to the promotion of literary awards these days, if William Hill haven’t opened a book on it, the chances are the PR department isn’t doing its job properly.”

Touting bookmakers’ as well as books is a worrisome trend for some: “More than any of the literary qualities of Tom Rob Smith’s Child 44, the press release announcing the shortlist trumpets the fact that William Hill has quoted the book at 1/2 odds.”

The Guardian also ran a more traditional announcement of the shortlist, though it was headlined “Tom Rob Smith hot favourite for Desmond Elliot prize.” For the record, the finalists also include Nikita Lalwani’s Gifted (2/1) and John Walsh’s Sunday at the Cross Bones (3/1). The winner will be announced on June 26.