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Library/Book/The Midnight Library
Grade A21 sourcesHIS-01400

The Midnight Library

Book · 2020 · Niche

22Editable slideCertificate

Matt Haig’s novel reached 15 million reported sales after TV book clubs and BookTok.

The Midnight Library cover
Wikipedia (non-free, fair use)
The Midnight Library cover beside Florence Pugh, attached to the film
Deadline
Matt Haig at the Edinburgh International Book Festival, 2024
Kevin Payravi / WikiPortraits
Japanese edition promo citing BTS members as readers
HarperCollins Japan
A phone showing TikTok in front of bookshelves
Northeastern Global News

Spread Score

How it works
Reach7Contagion35Breadth50Velocity0LongevityNo data yet22

Numbers

Observed peak date
Week of Jan 8, 2023
Aug 13 ’20 to Week of Jan 8, 2023
Platforms
5
Started on Retail
Origin
Mixed
Media & publishing

Mechanics

  • Platform jumpPrimary
  • Press loop
  • Visible in use

How it spread

Trace the origin

Canongate launched the novel with paid advertising, and TV book clubs selected it. TikTok readers shared recommendations and annotated copies. Adaptation publicity later reported 15 million book sales.

Observed peak within the documented measurement window; not an all-time maximum. Dates use the stated precision; chart positions are date anchors.

Wikipedia views · Google searchesMay ’20SepNovApr ’21AugDecJul ’22DecJun ’23NovMar ’25Jun ’26Observed peakOpen webRetailTVPressTikTok
Open webRetailTVPressTikTok

13 more events on this chart

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Timeline (16)

  1. July 2020

    Matt Haig precursor · Jul 27 ’20

    Haig announced the August release and an extra chapter exclusive to Waterstones.[1]

    Open the first post ↗

  2. August 2020

    Matt Haig / Canongate Books seed · Aug 13 ’20

    Canongate published the novel in Britain, with an ebook and a Carey Mulligan audiobook.[2][1]

  3. September 2020

    Good Morning America platform jump · Sep 29 ’20

    GMA announced its October book-club pick as Viking released the US edition.[3][4][5]

  1. press · Oct 9 ’20

  2. owner response · Oct 16 ’20

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Why it worked

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  1. 1
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Origin
Mixed
Sector
Media & publishing
Region
GB
Reported figure
—
Evidence
Grade A

Spread the same way

Book · Retail · 202241

Babel

R. F. Kuang / Harper Voyager

Babel sold more than 17,000 US print copies in its launch week amid BookTok attention.

20.7K sold

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