Deja vu is the key marketing device for non-reader, beach book readers

Non-readers can’t cope with brand new challenging stuff. They need that sense that they’ve been here before, writes Terry Prone.

THE tables in the bookshops of every airport are littered with them. Pretty in pastels, most of them. The covers are variations on a summery theme. Shots of wandering walkways show them leading between tall beach grasses to a turquoise sea.