This chapter thinks through the implications of authorship for publishing in terms of marketing over the last 150 years, mainly in the UK fiction industry. The UK Chartered Institute of Marketing does not define what marketing is, but the American Marketing Association describes it as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”1 This does not imply that marketing lies entirely in the hands of marketers – or indeed of any one person or organization (such as a publisher): while marketers may devise strategies and objectives, the role of chance in the achievement of results is commonly recognized. Marketing, furthermore, goes well beyond the generation of advertising copy: it embraces product design, pricing, and targeted communications at specific times in particular places so as to manage relationships key for sales.