Bloomsbury Publishing has stated its income for the final 12 months are set to be "significantly" forward of earlier expectations because of fantasy writer Sarah J Maas and the so-called BookTok social media pattern.

The firm stated Maas's novel House Of Flame And Shadow, which topped ebook charts within the UK and all over the world following its launch final month, had been a significant component in its "exceptional growth".

The American writer signed with the writer 13 years in the past and her reputation has soared lately with reported gross sales of greater than 38 million books worldwide.

Bloomsbury stated Maas's newest launch - which tells the story of a half-fairy, half-human lady - had additionally pushed demand for her 15 earlier works.

It plans to publish an additional six titles as a part of its contract along with her.

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The rise of the BookTok pattern on TikTok - wherein customers add movies of themselves speaking about books - had additionally helped to gas gross sales, Bloomsbury stated.

Analysts beforehand forecast the agency would have gross sales of £291m and revenue of £37m for the yr ending 29 February 2024. Its preliminary outcomes will likely be introduced in May.

In the 2023 fiscal yr it reported income of £264m and £25m revenue.

Bloomsbury, which is probably finest identified for publishing the Harry Potter collection, stated bumper gross sales of Maas's books mirrored a broader pattern of rising demand for fantasy fiction and sci-fi.

It pointed to figures by Nielsen Bookscan, which stated the style had grown by greater than 50% within the final 5 years within the UK.

The firm additionally publishes hit Chinese fantasy author Cixin Liu, and is about for an additional increase subsequent month when a Netflix adaptation of his common Three Body Problem trilogy is launched.

However, the agency stated different bestsellers had additionally helped its fortunes, together with Pub Kitchen by Tom Kerridge and award-winning kids's novel Impossible Creatures by Katherine Rundell.

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Bloomsbury chief govt Nigel Newton: "I am overjoyed to report an exceptionally strong period of trading, principally driven by the increasing demand for fantasy fiction.

"Sarah J Maas is a publishing phenomenon and we're very lucky to have signed her up along with her first ebook 13 years in the past.

"Her books have a huge audience which continues to grow, backed by major Bloomsbury promotional campaigns, driving strong word of mouth recommendation, particularly through TikTok and Instagram channels."

The writer's shares rose greater than 9% on Wednesday following its buying and selling replace.

Content Source: information.sky.com