Mayer saw some recession-era parallels in the book: "Max arises from his despair in life and creates his own reality. People are looking for escapism during a recession... But the recession was the last thing I was thinking about when I bought it." Mayer said Overlook picked up fantasy books "by accident," but carved out a niche in the market. "There's a dumb world of fantasy and an intelligent world of fantasy. I'd like to think we inhabit the later."
The publisher also told readers to look out for A Quiet Belief In Angels, R.J. Ellory's thriller by set in Georgia, USA. Overlook will publish between 50,000 to 100,000 copies of the British thriller this fall. "This guy can really write. He wrote 22 novels before he published," Mayer said. "He said, 'Those books were my university. That's how I learned how to write.'"