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"We received a few strange stares, a couple of 'no thank you's, but generally our audience was accepting of Strange Ladies Bearing Free Books," 2012 giver and Scholastic employee Shanella Ramiall wrote on the Scholastic website. "We were asked for more information by several people and I got the opportunity to explain in detail what World Book Night is and why we were giving the books away. Overall it was an amazing experience, even for this bookish introvert."
Books given out as part of the celebration have sometimes experience sales bumps after the give-away, with titles such as "The Spy Who Came In From The Cold" by John Le Carré seeing sales triple after being distributed during the 2010 World Book Night.
Last year, it was noted that, in a book industry that's frosty towards its competitor Amazon, the book giant is one of the few booksellers that wasn't asked to sponsor the event, despite the participation of companies like Barnes & Noble and Books-A-Million. For the record, Amazon is missing from the 2013 World Book Night website's list of sponsors, though Barnes & Noble is again included.