A Story of a Teenager’s Suicide Quietly Becomes a Best Seller

By MOTOKO RICH writing in the New York Times
Published: March 9, 2009

Among the vampires, dragons and dystopian futuristic societies that dominate young adult reading lists, a debut novel about teenage suicide has become a stealthy hit with surprising staying power.

Author pic by Marissa Roth for The New York Times

Jay Asher had had 11 manuscripts rejected before he sold “Thirteen Reasons Why,” which has gradually become a best-selling children’s title since it was published in 2007.

“Thirteen Reasons Why,” by Jay Asher, is made up of the transcripts of audiotapes that 16-year-old Hannah Baker recorded before committing suicide, interspersed with the reactions of a high school classmate who listens to them. Each tape reveals an anecdote about another classmate whose actions the girl blames for her death.

Since it was first published in October 2007 by Razorbill, an imprint of Penguin Group U.S.A., the novel has sold 158,000 copies, according to Nielsen BookScan, which tracks about 70 percent of retail sales. Unlike most books, which are customarily released in paperback about a year after hardcover publication, “Thirteen Reasons Why” has remained in hardcover, with word of mouth and the author’s appearances fueling sales.

“Death and dying has always been a popular theme for kids,” said Josalyn Moran, vice president for children’s books at Barnes & Noble. “Kids like to read about situations that are worse than theirs and figure out that ‘O.K., my life isn’t so bad.’ ”

The book enjoyed a short run on The New York Times’s children’s chapter books best-seller list last spring. Last fall the publisher released a revised hardcover edition that included a new Q. and A. with Mr. Asher.
Razorbill also commissioned the flagship New York office of Grey, an advertising agency, to develop a YouTube campaign featuring videos of a cassette recorder playing Hannah’s tapes, as read by the actress Olivia Thirlby, who played the title character’s best friend in “Juno.”

“Thirteen Reasons Why” re-entered the chapter-book best-seller list in November at No. 10. When next Sunday’s list is published, it will rise to No. 3.

The full story at NYT.