Stuart Wheeler, Ukip's paymaster, on Tories he fancies poaching, Boris and the danger of Farage overdose

Stuart Wheeler, who made his fortune in spread betting, is staking his chips on Ukip. Over dinner in west London, he tells Rafael Behr which Tory MPs he’d like to snatch from David Cameron’s grasp and why Nigel Farage should steer clear of the TV studios.

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Stuart Wheeler is heading for Las Vegas. The multimillionaire businessman is taking a week off from his duties raising money for Ukip to compete in the world poker championships. He doesn’t expect to win, he tells me over dinner at a sleek restaurant in west London. He plays for the fun of it.

For Wheeler to be a committed gambler while remaining very rich suggests a wellcalibrated feel for risk. But when it comes to politics, as with professional poker, he is a dabbler. He broke records by making the single largest donation ever to a UK party when he gave £5m to the Conservatives for their 2001 general election campaign, although he says he wasn’t much involved before then. “I didn’t become interested in politics until I was already an old man, in 2000. I was 65.”

Most of Wheeler’s life has been spent in business. He qualified as a barrister after graduating from Oxford but promptly moved into the City. Much of his fortune was made developing systems for spread betting on commodities. (Gambling is a persistent feature in his biography.) “My really close old friends are not politicians,” he tells me. “I’m interested in it, and it’s not my whole life.”

His voice is jovial and plummy, his complexion vivid pink under snow-white hair. He would be the very portrait of a Tory grandee, except he was expelled from the party in 2009 after donating £100,000 to Ukip. “It was quite reasonable of them to expel me,” says Wheeler. I detect disappointment but no rancour.

Ukip has a complex relationship with the Conservative Party: the antagonism laced with dependency that a rebellious teenager might feel towards a dismayed parent. While the newer party’s leadership insists it appeals across the political spectrum, much of its apparatus is staffed with Tory defectors – and it is disillusioned Tories whom Wheeler taps for donations.

“When I’m trying to raise money for Ukip the objection I get frequently is: ‘Well, you’re quite right, we ought to be out of the EU, and you’re quite right that [David] Cameron is being rather pathetic, but we can’t support you because you’ll let Labour in.’”

This is the line that Tory MPs say is most effective with their local activists – vote Farage, get Miliband. The system Wheeler has developed for overcoming this objection is to promise that money will be cordoned off in a special account for use only in the European elections in May 2014, thus allowing Tory donors to exert maximum pressure on Cameron next year without feeling treasonous come the 2015 general election. Do Tory donors take that deal? “Not all of them, some of them.” The maximum donation that can be made without a public declaration is £7,500, which means that “there are quite a few people who donate exactly £7,500”.

There is now an assumption around Westminster that Ukip will do very well in next May’s European poll, and could quite possibly win the highest share of the national vote. It says something about the surge in support that the party feels the need to manage expectations downwards. “I’m getting slightly nervous,” Wheeler says, “because people seem to be so confident we’ll win, it will almost look like a failure if we don’t.”

The other subject of Wheeler’s solicitude is Ukip’s dependency on Nigel Farage. The party’s recent growth is largely attributable to the efforts of its leader, who relentlessly hawks his plain-speaking affability around TV studios and public meetings. The frenetic pace is taking its toll. “Now we’re much bigger, he’s got to change a bit and allow other people to do some of it,” argues Wheeler. “Partly so he doesn’t get exhausted, although he’s got more energy than anyone I’ve ever met, and also we don’t want to be painted as a one-man band.”

Wheeler says that the rest of the Ukip high command are “bullying” Farage into taking things easier, dropping perhaps a quarter of his media appearances and concentrating more on building party structures and developing policy. “He’s got to have some time to do other things leaders have to do. He’ll drive himself into the ground if he’s not careful.”

The reliance on Farage’s personality expresses a curious contradiction about Ukip. The leader is a well-spoken, public-schooleducated former stockbroker. Wheeler is an Old Etonian. He lives in a Jacobean castle in Kent with his wife, the photographer Tessa Codrington. One of their three daughters, the model Jacquetta Wheeler, had her wedding photographs in Vogue.

It is a pedigree that does not sit obviously with the party’s depiction as a kind of anti-Westminster, anti-establishment, commonman insurgency. Does Wheeler feel the disparity? He is baffled by the question, choosing instead to address the related, but different charge that Ukip is a vehicle for protest votes.

“It’s not just protest. We genuinely think we should be out of the EU and genuinely think we should cut immigration.” There follows an exposition of party policy towards foreigners, encapsulated in the peroration: “If you want to come and live here, you’re very sensible because it’s a nice place but sorry, we’re full, and over the next five years, with very few exceptions – I can’t even remember what they are – you can’t.”

Is it not worrying when that message attracts extreme elements? Ukip may not see itself as a racist party, but there are racists and far-right ideologues who vote for the party and join it. “Commentators, journalists and so on regard us as far . . .” – here Wheeler stops himself – “. . . as right-wing, but our voters, I’m told, don’t think that at all. Some think we’re left-wing.”

Really? In what way? “I don’t know, to be honest. But we’re going flat out – I suppose I’m changing the subject here – over the next six months for a Labour vote. We think we can do well in Labour areas.”

This is the strategic point that he wants to get into the conversation, although the digression is executed with a crunching of gears. Ukip is keen to show that it is not just a renegade army of excommunicated Tories, but an autonomous party that might one day end up in government. Yet Wheeler is realistic about what can be achieved at the next general election. “It’s perfectly possible we’ll get no seats in a Westminster election at all. It’s also possible we’ll get a few . . . but look what happened to the Scottish Nationalists. They got a few seats and suddenly they’re in control in Scotland.”

Yet, for all the talk of spanning the political spectrum, Wheeler embodies the strain of Ukip feeling that is essentially the outraged anti-Cameron Tory party-in-exile. The Conservatives would love to have him back. “I go to a lot of events and very often there’s a Conservative minister speaking and they’re always very polite and say, ‘Oh, we’ve got to get you back in the fold,’ and all that kind of thing. I don’t think it’s very likely.”

The official Ukip line is that there is no truck to be had with the Tories while David Cameron is in charge. Wheeler dismisses the Prime Minister as someone who lacks vision and whose “main objective is to live in 10 Downing Street”.

So who does he rate in the Tory party? Liam Fox, whom Wheeler backed in the 2005 leadership contest, gets an honourable mention. So does Owen Paterson, the Environment Secretary, who is the most outspoken Eurosceptic in the cabinet. He likes David Davis (but describes him as “probably on the way down”) and, “at the other end of the spectrum”, Jesse Norman, the MP who organised the rebellion against House of Lords reform. Norman, I note, is sometimes spoken of as a future Conservative leader. Wheeler ponders, then agrees. “Yes, yes . . . I’d have thought he was a possible leader.”

The name that always comes up in this kind of political dinner-table speculation – and by this stage we are on coffee and dessert – is Boris Johnson. Wheeler is a fan. “He’s a very possible alternative leader. He does flipflop a bit about the EU but he’s very bright.”

So, could the Mayor of London take vital votes back from Ukip? “I think that’s right. And maybe not only Ukip . . . I think he probably would do quite a good job, actually. But it’s difficult to know – as prime minister, I mean. As for winning the vote, he’d do a good job there.”

Ukip’s fortunes, it seems, are closely pegged to Cameron’s leadership of the Tories, because he inspires a particular animus among disaffected Conservatives – including some MPs. One of Wheeler’s functions has been discreetly dining with potential defectors. There has been interest but no deals have been closed. He is sworn to secrecy on the identities of those who have taken up his dinner invitations but that doesn’t preclude naming dream candidates. One is Douglas Carswell, the MP for Clacton, who is a vocal advocate of Britain leaving the EU. “We’d love Douglas Carswell to defect. Or Dan Han - nan [a fiercely Eurosceptic Tory MEP]. Those are two very good ones.”

Why, I wonder, when these people seem such a natural fit with Ukip, have they not made the leap? “Even in Douglas Carswell’s case, he might lose his seat if he defected to us, and in Dan Hannan’s case, I don’t know,” Wheeler muses. “He must be thinking about it all the time.”

Though there is no doubting the disorientating effect Ukip has had on the Tories, there is also a feeling around Westminster that the mood has stabilised and that, with the exception of a few irreconcilable troublemakers, Conservative MPs are passing through a loyal phase. Cameron’s promise of an EU referendum and his support for a symbolic backbench bill in parliament reaffirming that pledge have soothed Tory nerves. Is it possible, I ask Wheeler, that the Prime Minister’s strategy of renegotiating the terms of EU membership and putting the result to a referendum might in fact be quite popular?

“Oh yes. Well, there are two very different kinds of Eurosceptic attitudes. One is ours: we say it’s ridiculous to renegotiate if you plainly won’t get anything . . . the others, who are probably almost as keen to get out as we are, say we should renegotiate. They say the reason is that it might get some very substantial changes, which would make it worth staying in, but I think possibly that’s not the real position. The real attitude is: let’s get out and the best way to get out is to show that renegotiation is useless and that we can’t get anything. And then voters will be much more inclined to vote to come out. And I understand that point of view.”

He suggests this strategy of ushering the public to the EU exit with a charade of seeking concessions is what motivates not only Tory MPs but senior figures in Business for Britain, a group of business leaders calling for the return of powers from Brussels. It is quite an allegation. Does he know that’s what they think? “They don’t put it that way.”

Sometimes Wheeler remembers that Ukip has evolved beyond demanding only that Britain quit the EU. He points me to polling by Michael Ashcroft, another disappointed Tory financier, that mined the attitudes of Ukip voters and found them far more preoccupied with immigration, crime and general contempt for politics.

And yet, when Wheeler talks about those other topics, his dilettantish side is most on show. As we discuss welfare he seems not to recognise the term “universal credit” (the government’s flagship policy in the area). On other areas of social policy he demurs, saying he has views but they are not Ukip policy. When we talk about the economy he reminds me often that he is not an economist. Even when I ask him about the Labour Party and Ed Miliband, he concedes that his knowledge base is thin.

“I’d say that question brings out the point that there’s a lot in common with the Conservatives that we have.” For all that Ukip’s officially declared strategy is to stand equidistant from Labour and the Tories – mopping up the disaffected voters of each – I sense that at a deep institutional and cultural level the party is a prodigal son of the Conservative family. When Wheeler considers the prospects of a Tory majority at the next election, it is not through the eyes of an ideological enemy but as a semi-professional gambler.

“Last time I looked, the bookmakers were laying 4-1 against that. Actually, I think that’s too much. I think they’re unlikely to do it, but I don’t think it’s 4-1.”

It sounds as if he might yet be persuaded to take a punt on his old party.

A marching band of Nigel Farages. Illustration: Nick Hayes for the New Statesman

Rafael Behr is political columnist at the Guardian and former political editor of the New Statesman

This article first appeared in the 15 July 2013 issue of the New Statesman, The New Machiavelli

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The age of self: the strange story of how YouTubers saved publishing

When 21-year-old Alfie Deyes released his first book, it was No 1 on the Sunday Times bestseller list for 11 weeks. Who are the YouTubers – and why are their books so successful?

It’s a sunny Saturday May morning in Cardiff city centre, and shoppers are throwing confused glances at a large, cordoned-off queue outside WHSmith attended by a hulking cluster of guards. The queue is here for an author signing – a common enough sight at high-street bookshops – but the barriers and the bouncers are all new. “Even Charlotte Church didn’t have security,” the shop manager tells me. The queue is waiting for Caspar Lee.

The general population divides into two categories: those who have never heard of Caspar Lee and those who think he is one of the biggest stars in the UK. Lee, a 22-year-old British-born South African, is a YouTube star. Vlogging, or video blogging, first took off around 2005 – also the year that YouTube was founded. By July 2006 it was the fifth most popular site on the internet. A huge amount of content is uploaded every day, but Lee and his friends are the site’s celebrities. At the time of writing, he has 6.7 million subscribers on his main account – and his videos have notched up 633 million views.

His clips centre on pranks, chats with other YouTubers and records of his daily life. One series showed his trip to Paris with a girlfriend: we saw him singing in the shower and her drawing on his face with make-up. It all feels very up close and personal, until you start to wonder just who is holding the camera as the pair skip up the Eiffel Tower together, holding hands.

Until recently, Lee shared a flat with another YouTube star, Joe Sugg (the 25-year-old brother of the YouTube megastar Zoella). The pair’s influence is so great that the established media has had to take notice: BBC Worldwide recorded the travel documentary Joe and Caspar Hit the Road in 2015.

Inside YouTuber world, Lee is almost unimaginably famous. In October 2015 he recorded an interview with Léa Seydoux and Monica Bellucci, the two most recent Bond girls, titled “KISSING MY NEW GIRLFRIENDS”. He thinks, in short, that an implied insight into his love life will get more clicks than the names of two of the world’s biggest actresses. He is probably right. The video has over 1.9 million views.

***

To understand that queue outside WH Smith, we need to go back to 2014, when Blink, a small British publishing house, decided to bring out a book with a vlogger named Alfie Deyes.

The Blink editors knew they were taking a risk: Deyes, then 21, was virtually unknown outside YouTube. Not only that – his book was, quite literally, pointless. Based on his vlog of the same name, The Pointless Book featured mostly blank pages on which readers could complete a task. “Do a finger selfie,” reads one, suggesting that you draw round your own fingers. Another page wants you to “draw your pet”.

At best, it was a playful take on his channel. At worst, it was a middle finger to the whole publishing industry.

“No one had published a book with a big-name YouTuber before,” says Karen Browning, head of Blink’s public relations. “We knew Alfie had huge platforms and a big teenage fan base, but we didn’t know if that would translate into an audience.”

Blink did a big PR push. At first, the press wasn’t interested but then, as the sales figures rolled in, it began to take notice. Metro called Deyes “the most famous celebrity you’ve never heard of” and the Telegraph demanded: “Who on Earth is Alfie Deyes?” Blink decided to hold a signing at Waterstones Piccadilly days after the book was published, predicting a crowd of about 500, and handed out wristbands accordingly.

What happened next can be read in baffled news and police reports. Conservative estimates indicate that at least 4,000 fans descended on the store for the signing. Half an hour before it was due to start (YouTube fans are, it seems, nothing if not prompt), police helicopters and horses had to intervene and the shop was closed. Westminster City Council allegedly advised Waterstones not to hold any more signings until it could control them properly. “It was unprecedented,” Browning says. “They had never seen crowds of this size for anyone before. Including David Beckham.”

The book was No 1 on the Sunday Times bestseller list for 11 weeks and Deyes was featured in Debrett’s list of the 500 most influential British people in 2015. PointlessBlog now has 5.4 million subscribers. To date, the book has sold 300,000 copies and its sequels, The Pointless Book 2 and The Pointless Scrapbook, have sold 160,000 and 60,000 respectively. To put that in context, Marlon James’s A Brief History of Seven Killings, winner of last year’s Man Booker Prize, had sold 12,237 copies by the time he won.

Within days of Deyes’s signing, heads in the publishing world snapped towards YouTube. Isabel Prodger was working in publicity at Simon & Schuster at the time. “We had a book coming out by Grace [Helbig, a US YouTube star] and it wasn’t really on the radar at all – we were just distributing it,” she tells me. “There was no publicity campaign, no marketing. It was pretty much Amazon-only.” After the Deyes events, Helbig’s book, Grace’s Guide: the Art of Pretending to Be a Grown-Up, began to sell well, despite having no UK publicity.

Prodger’s job became YouTuber-focused: in the summer of 2015 she held events all over Britain for YouTubers, including Connor Franta, Tyler Oakley, Louise Pentland (YouTube name Sprinkleofglitter)and Miranda Sings. Today, publishers and bookshops alike are operating what many describe to me as a “slick operation”. Tickets are sold online and the location, which is kept secret (though when an event is marketed by WHSmith for certain cities it’s not hugely difficult to guess where it will be), is texted to visitors a week before the event. Security is high – for the fans’ protection.

Publicists such as Prodger and Browning measure signings in hundreds and hours – Oakley did 1,000 in three and a half hours. “It all depends on the length of their signature,” Prodger says.

Deep in the bowels of WHSmith in Cardiff, I sit down with Lee in the makeshift green room to discuss his book, Caspar Lee. It’s a memoir written by his mother, Emily Riordan Lee, with annotations, presented in a font resembling handwriting, by him. It covers 21 years out of his 22, from a photo of him as a baby – “Oh my God, Mom” – to his recent trip down the red carpet with Joe Sugg to promote their BBC documentary.

Lee is tall, with a neat haircut and the high cheekbones and piercing eyes his fans downstairs are whispering about. He is also far more serious than you would expect, given that he makes videos with titles such as “CARA DELEVINGNE SHOWS ME HER UNDERPANTS” and “ROOMMATE SHOWER PRANK”.

Why has he waited so long to do a book, until practically everyone was doing them? By my count, at least ten big or medium-name YouTubers will have released books between August and October 2016, and many are on their second or third. “I think I’m the last one to do it of the YouTubers I’m close with,” he says – by which he means the likes of Zoella, Deyes and Oli White, whose Generation Next young adult novel about an aspiring YouTuber appeared around the same time as Caspar Lee.

Lee says that he was approached by publishers before but wasn’t inspired until he thought of writing a book with his mum, a former journalist.

“I didn’t really want to write a book,” he says slowly, as if worried that he’ll say the wrong thing, “but then I realised I could spend more time with her while making the book. It’s really nice to have someone good at writing to do it, who knows my story.”

Lee has a busy schedule of signings – another one today and then to the Hay Festival; he will be the first YouTuber to appear there. (Katya Shipster, a publicist for Penguin, later tells me that the audience was full of dedicated Lee fans: “It felt pretty great to be bringing in a new generation of literary festivalgoers.”)

Back at WHSmith, the queue snakes right through the travel section. A mother barks at her pre-teen daughter, “Camera ready! Are we camera-ready?” A brother and sister, one nine, one 11, say they love Lee’s videos but would never watch them together. “Oh, we’re definitely each getting our own copy of the book,” the girl adds. Who is more excited to be here? “Me!” both shout at the same time. But why bother buying a physical book when Lee’s vlogs are there to watch, for free, any time? A shy 14-year-old explains: “This feels different – it looks really cool and funny. I’m going to read the whole thing this weekend.”

The noise mounts as the clock ticks closer to midday.

***

YouTuber books are a difficult genre to define. Lee rejects the definition altogether. “It’s important for people to understand that YouTube is just a platform, like TV is, and everyone makes completely different types of content on it.”

Indeed, the books come in disparate forms. Yet although one interviewee after another tells me that the grouping is a bugbear for authors and publishers alike, there is no doubt that it works as a marketing technique. Near Lee’s table at WHSmith is a special “YouTuber” book display, featuring everything from cookbooks to novels.

When we say “YouTuber”, especially in the UK, we don’t mean local schoolboys uploading skateboarding tricks. We mean an elite cadre of high-profile stars at the top of a complex UK YouTuber food chain. Most of these figures make personality-led videos. The women often talk personal life, make-up and shopping; the men veer towards interviews or pranks. A common trope is interviewing other YouTubers using a “tag”, or list of rote questions that has been circulating in the community, which might include “When was your last holiday?” or “How did you meet your best friend?”.

Somehow, the YouTubers manage to make even these dull questions interesting. They most resemble reality stars or presenters, in that they all have specific skills but are keen to emphasise that they are just like their viewers, and are really only there to chat. A common refrain in Zoella’s make-up videos is: “Remember, I’m not a proper make-up artist – these are just the techniques I use!” They are a new form of celebrity and they glimmer with that particularly irresistible quality: they all know each other. Zoella and Deyes are a couple. They share a £1.5m house in Brighton.

Philip Jones, the editor of the Bookseller, says the YouTubers’ books fill the vacuum left by celebrity biographies. “Until 2008, celebrity publishing was a big plank in most publishers’ armoury – massive sales generated over Christmas, with A-, B- or even C-list celebrities dominating the charts and underpinning a lot of the publishers’ work for the rest of the year. But that really sank without a trace from 2007-2008 onwards. Since then, publishers have been looking for the new celebrity publishing, and this is it. It came along at exactly the right time.”

Some are snobby about YouTuber books (a Guardian piece about a box set of Deyes’s first two books called them “the worst thing you’re likely to see in a tin this Christmas”), but Jones insists that the phenomenon has been a saviour for an industry that was struggling; the books are a key factor in the upturn of physical sales from 2015 onwards. YouTuber books, with their big, colourful images and hardback covers, most certainly fall into the printed-books category. Print’s overall resurgence encourages bookshops to invest, Jones says. “I think it was an important affirmation that the book is ­probably going to survive. The next reading generation, buying their YouTuber books, clearly want books. It has given everyone a lot more confidence in what they’re doing.”

Although they may have plugged the hole left by old-style celebrities, YouTube stars generally seem more invested in the overall process than their predecessors. As Briony Gowlett, a senior editor at the publisher Hodder & Stoughton, explains: “Because YouTubers are creative people, they know what they want – they’ve grown up on a platform where the restrictions are very few.”

These are young celebrities in direct control of every part of their personal “brand” and they are not about to let go. Which is wise, because digital-savvy audiences can sniff out inauthenticity, as Zoella (arguably the UK’s biggest non-gaming YouTuber, with 11.1 million subscribers) and her publishing team learned to their cost.

Zoella was the first YouTuber to catch the attention of the press, thanks in part to lucrative deals with brands taking advantage of her huge online following. But her breakthrough also brought backlash: a 2014 piece in the Independent – which argued that an “irritatingly Disneyfied” make-up vlogger was not the ideal role model for young girls – went viral, both because her fans hated it and because it resonated with many parents befuddled by her appeal.

Breakthrough also meant a book deal, and Zoella produced a young adult novel about a socially awkward blogger, Girl Online. The children’s author Siobhan Curham was credited as an “editorial consultant”. There followed accusations that the book had been ghostwritten but was not marked as such. A spokesperson for Random House told the Sunday Times: “To be factually accurate, you would need to say Zoe Sugg did not write the book Girl Online on her own.” Zoella tweeted: “Of course I was going to have help . . . everyone needs help when they try something new.”

Zoella’s debut sold 78,109 copies in its first week, making her the UK’s fastest-selling debut novelist ever. She didn’t hold meet-and-greets like her brother, boyfriend or friends: she has spoken about her problems with anxiety and hundreds of signings would have been too much for her. Girl Online, whether ghostwritten or not, is surprisingly moving. The protagonist writes in her first post: “This can be our very own corner of the internet, where we can talk about what it is truly like to be a teenage girl – without having to pretend to be something we’re not.”

Zoella has become an important figure in breaking the taboo around mental health. She tries – with questionable success – to ensure that her make-up videos promote a message about being creative with your appearance, rather than “fixing” your faults or simply appealing to a crush.

For sequels, she has written alone, though she holds weekly meetings with her publisher. And she has launched the Zoella Book Club with WHSmith, which presents a curated list of young adult books she has “selected” herself. (I requested more information about the ­process from WHSmith, but it remained tight-lipped.) In June, her recommended books drove a sales surge on Amazon – sales of The Potion Diaries by Amy Alward went up by 11,000 per cent.

***

Tanya Burr is on her way. The staff of WHSmith at the Bluewater shopping centre in Stone, Kent, are buzzing around a giant poster with her name on it and worrying about the table. “It’s ugly,” one of them says, pushing £20 into her colleague’s hand. “Go and buy a tablecloth.”

At the ticketed signing for Tanya Bakes, Burr’s new cookbook, the queue has been sent up the escalators to the mezzanine floor of the shopping centre, and faces peer down, stretching as far as you can see. Burr is not quite as big a star as Deyes, Zoella or Lee: she has only 3.6 million subscribers.Her UK book tour hasn’t quite sold out, but has still made waves – the Liverpool Echo did a liveblog of her signing. When it was published at the end of June, Tanya Bakes moved straight to No 1 in the non-fiction charts. It hit the top spot on Amazon, thanks to pre-orders, even before it was published.

A hush falls over the store – “She’s coming!” – and in walks Burr, wearing jeans, Converse trainers, a stripy T-shirt, impeccable make-up (she’s best known for her beauty tutorials) and a choker. She smiles sweetly and then sits down at the table. “Take away the tablecloth,” she says, her smile dropping. “It slips around when I’m signing.”

One by one they come, most of them too scared to say a word but eager to take their selfie. (Prodger says most fans far prefer a selfie to a chat.) The more outgoing ones immediately hold up their phones to take a reaction video: “We just met Tanya!”

This engaged young audience is just as exciting for publishers. Trade insiders compare the titles favourably with ­colouring books, the other chart-topping genre of 2015-16. Prodger says that during her long summer of signings, she saw “incredibly well-dressed, stunning 17-year-old girls” at signings who would say, “Oh, I’ve never been in a bookshop before.”

“It’s not seen by everyone as a totally positive phenomenon in publishing,” she remarks – “nothing ever is – and some people just don’t understand it. But that’s one thing that’s undeniably good about it.” As the author Neil Gaiman said at a lecture in London in 2013, “There are no bad authors for children. You don’t discourage children from reading because you think they’re reading the wrong thing. Well-meaning adults can easily destroy a child’s love of reading.”

Later, I sit with Caspar Lee, in a shop that will owe no small sliver of its profits over the next year to a book filled with his face and faux-handwriting, and ask him about his own relationship with books.

“Writing a book feels like a huge responsibility. It’s so overwhelming.” He looks towards the stairs with confusion and trepidation. “When I walked into the bookshop earlier, I just looked around and realised . . . how many types of literature there are.”

Downstairs, a side door opens, an alarm accidentally rings out and Lee, his mum and his sister step on to the shopfloor. “He’s REAL!” yelps a teenage girl to her friend. A hundred iPhone cameras click as the trio make their way to the signing table. The rumble of the crowd rises to a roar.

Barbara Speed is comment editor at the i, and was technology and digital culture writer at the New Statesman, and a staff writer at CityMetric.

This article first appeared in the 22 September 2016 issue of the New Statesman, The New Times