I find Barths text stands in strong contrast to the marketing strategies of today's bestsellers. Having worked in the book industry, it seems to me, if something goes forgotten its the publisher and not the author. The brand of the author is, arguably only in the bestseller range, the best way for a publisher to brand a new book. Who is not running in the store to get the new Grisham or Mankell ? People in these cases do rarely know the name of the title, they just wanna read the new book by this particular author. This is especially the case for children books, fantasy, sci-fi and crime fiction, where books are produced by the same author in sequels or even whole series. Of course there are examples like Harry Potter, where the name of the texts' hero, becomes the identifiable symbol rather than the author himself. The author himself may not be important to judge a text, but the branding of his name surely supports book sales.