Despite 900 exhibitors being unable to attend because of Icelandic ash, and the stands more often than not resembling ghost towns, the fair was well attended by mainsteam leading publishers such as HarperCollins and Penguin as well as controversial ones like L Ron Hubbard (interesting, the times I walked past the stand it was full to capacity. No, Tom Cruise wasn't in attendance) as well as agents negotiating mega deals in hushed tones.

I attended as an eager bystander, keen to snout out publishing booths, eavesdrop on interesting characters, learn hip new promotional ideas, check out the latest book offerings, mingle with rising literary stars (didn't happen) and finally, glean any info I could from the author seminars. Here's what I learnt:

1. Confidence:             Despite the attendance being down, my well honed flapping ears heard many people talking the fair up...'yep, going well, too well...closing several lucrative deals...don't know how we'll handle all the new business...'  When all else fails, puff out your chest! (My understanding is that between 50%-80% of all meetings were cancelled.)

2.    Drink up:             The several bars were always full - promptly at midday. Publishers and agents drowning their sorrows or perhaps talking up imminent deals? Either way alcohol was being consumed in large quantities.

3.    Authors:              Unless you're a celebrity or an established author, you need to hire your own publicist or an 8-week period  (at least) to promote your book to the media, libraries, festivals etc. Even the big publishers don't have the marketing budget to spend on your book. (I guess I already knew that but even so, slumped into my chair at hearing the news.)

4.    Publicity:             When it comes to garnering publicity, it helps if you have an amazing and heart rendering back story - i.e. you're a writer but have no arms (true story).

5.    Website:             Having a dynamic author website helps...here's where you can display your writing skills by posting blogs, writing articles, and showcasing the first few chapters of your forthcoming novel.

6.    Blogging:             If you're going to do it, do it properly. Blog three times a week and make sure your blogs are always well-written, funny and relevant to your audience. (No pressure!) If you're primary audience is angora sheep breeders, fine! There's a market for angora sheep breeding bloggers but make sure you speak directly to your audience...imagine coming up with three entertaining blogs a week on that topic! Don't get disheartened! Look at Julie Powell  who blogged about Julia Childs. She stayed on topic and got a book deal and a best-selling movie starring Meryl Streep. 

7.    Twitter:                 Hailed as THE new social medium, twitter is an invaluable tool for bloggers, writers and anyone wanting to build their profile.

Rule number one: limit the in-joke banter between your five closest followers unless you actually only have five followers. It's great that you are deemed hilarious (within your inner circle) but if you have 500 followers, 495 are going to feel left out and quickly lose interest in your tweets if they're not privy to your musings. Going back to my sheep analogy, if all your followers are angora sheep breeders, stay on topic 90% of the time. Followers are there to interact but also to learn and exchange info. If you're keen on swapping jokes with your best cyber friend, instant message them instead.

8.    Twitter 2:            Having said that, Twitter is a great way to stay informed, promote your writing, make contacts in the publishing industry, share ideas and market your ideas to other writers.

9.    Apple:                  If you didn't already know, Apple is taking over the world. As much as I hate to commit this to print, i-publishing and iPads are the way of the future...the competition to win an iPad was hands down, the most popular, as were their seminars. Limbs were twisted, promises made and deals done. Those reading Kindles (usually in bars) were viewed with a mixture of envy and distaste depending on which side of the fence you were swinging from. (Apple analysts expect Apple to sell roughly 5 MILLION iPads this year. Cheers!)

10.  Frankfurt:            Finally, for those of you who missed out on coming to London (Becky James, you have a right to feel pissed off!) the next extravaganza will be Frankfurt in October 2010. Even though I am reliably told many deals were done online during cyber cocktail hour, nothing beats a face-to-face meeting. So if you're keen for a trip to Germany in autumn, the Frankfurt Book Fair will be an event not to be missed.

What are your thoughts? Are you a keen blogger, tweeter, or just someone who is under the delusion that once a publisher publishes you, your work is done? What are your experiences with marketing and promotion? Or the London Book Fair if you were there?

BTW: Apparently Stieg Larsson (RIP) is very last year...am sure he'll be rolling in his grave...

 It's hard narrowing it down to a few books and I'm sure if I really thought about it, I could come up with many because they remind me of being a particular age, they remind me of a friend, an event... But for now, these are my chosen few:

Enid Blyton. The Magic Faraway Tree

This is the first book I remember mum reading to me. I must have been all of four-years-old. I couldn't wait for her to read the next exciting chapter about Dick and Fanny, the Angry Pixie and Moonface. Loved the magical Land of Tempers, and the Land of Do-As-You-Please. After the Faraway Series, I moved on to The Naughtiest Girl in School. I was definitely an Enid Blyton devotee. I adored the mysterious settings and have been searching for my very own Pop Biscuits and Faraway Tree in the Enchanted Wood ever since.

Richard Adams: Watership Down

I'm a huge fan of rabbits, having owned them throughout my childhood. I think my sister gave me this book when I was about ten and I devoured it in one weekend. The book's been described as a fable with the labors of the rabbits reflecting the ageless struggles between cruelty and kindness, reason and blind emotion. But I think I just fell in love with Fiver, Hazel and Bigwig and an extraordinary tale about friendship, love and compassion. I remember talking to my own rabbits for years after, hoping they'd respond and let me inside their secret rodent world. I'm still waiting.

Charlotte Bronte: Jane Eyre

I read this book in my late teens - possibly for an English subject at university. The story resonated with me probably because I was angst ridden at the time! l was captivated by the sweeping melodrama and romance, the highs and lows, and Bronte's intricate weaving  together of secret lives and private passion -  Jane falling in love with Edward Rochester, then running away, and her ultimate reunion and marriage to him. Yes, indeed! Jane Eyre has it all. I'm a huge Bronte fan but Jane Eyre and Wuthering Heights (Emily Bronte) are two of my all-time favourites.

Marian Keyes: Watermelon

I love Keye's sense of humour, her take on modern life and her first person confessional tone of writing. I think she is a very funny and clever writer. I have read all of Keye's books and admire her down to earth nature and generosity in talking about her setbacks and personal demons she's had to conquer during her life. I also admire her ability not to take herself too seriously. She's fabulous.

Stephen King: On Writing

When I read this book which is part memoir, part tutorial, on the craft of writing, it all clicked for me. I've always loved story writing but King's book really opened my eyes to the craft. His anecdotes and personal struggles as well as his practical advice on writing have been invaluable to me. At least once a year, I'll go back and reread On Writing and I always learn something new. He's an inspiration.

There you have it. What are some of the books that have changed you?