Just one week after debuting at #1 on the UK bestseller list, sales of former Prime Minister Boris Johnson’s much-hyped memoir “Unleashed” have plummeted by a staggering 62%. The dramatic drop calls into question the book’s long-term commercial prospects after an aggressive marketing blitz.
Unleashed Sales Nosedive
According to newly released Nielsen BookScan data, which tracks print book sales across the UK, “Unleashed” sold just 16,481 copies in its second week on shelves – a precipitous decline from the 42,528 it moved in its opening week. Sources say the downward trend is alarming for the publisher, who shelled out a rumored £6 million advance for the highly anticipated tell-all.
While a second-week dip is common for buzzy new releases, industry experts say a drop-off of this magnitude suggests “Unleashed” may struggle to recoup its massive advance. “These numbers are brutal,” said a publishing executive who requested anonymity to discuss the matter candidly. “At this rate, it could be one of the biggest political memoir flops in recent memory.”
“At this rate, it could be one of the biggest political memoir flops in recent memory.”
– Anonymous publishing executive
Unleashed vs. Other Political Memoirs
Johnson’s debut sales outpaced those of his predecessor David Cameron, whose 2019 memoir “For the Record” sold 20,792 copies in its first week. But Cameron’s book saw a much gentler second-week decline of about 50%.
By contrast, sales of former PM Liz Truss’ memoir “Ten Years to Save the West” were anemic from the start, moving just 2,288 units in its release week earlier this year before quickly fading from bestseller lists.
Unleashed Faces Skeptical Readers
A new YouGov poll suggests many British readers are dubious about some of the claims Johnson makes in “Unleashed.” Only 25% said they believe his assertion that Buckingham Palace staff asked him to persuade Prince Harry not to leave the UK, with 46% calling it false. Just 31% think Johnson is telling the truth when he credits Brexit for accelerating the UK’s Covid vaccine rollout.
Only 25% of British readers say they believe Johnson’s claim that the palace asked him to intervene with Prince Harry.
The Guardian’s Martin Kettle panned the book in a review, calling it “full of angry self-righteousness” and noting that “though Johnson likes to parade the outward signs of his intellect, there is not a philosophical sentence in the entire book.”
What’s Next for Unleashed?
It remains to be seen whether “Unleashed” can regain its sales momentum in the crucial pre-Christmas period, when political books often perform well as gifts. Much may depend on the headlines Johnson is able to generate as he continues his media blitz.
But after sprinting out of the gate, it appears the bombshell behind-the-scenes look at one of Britain’s most controversial leaders is quickly losing steam with readers. The coming weeks will determine if “Unleashed” goes down as a publishing juggernaut or just more proof that even the most heavily hyped books are far from a sure bet.
