PAN Fans Club

Let's talk about PAN paperbacks, the blog for those that do judge a book by its cover. Main site is at or

PAN Fans Club - Let's talk about PAN paperbacks, the blog for those that do judge a book by its cover. Main site is at or

“So Long and Thanks For All the Fish” Promo Material etc

Peter Tiejten (whom I’ve mentioned before and worked with Ken Hatherley in the Art Studios at PAN in the 70’s) was responsible for book promotions. I have several photos of  bits and pieces used to promote the 4th book in the ‘HHG’ series “So Long and Thanks for All the Fish’ HH5Peter writes “Douglas Adams always caused the cover and promotion departments loads of problems because of his late delivery of manuscripts. Usually the cover and display material had been completed before Douglas had finished writing the book – which meant anything went. “So long, and thanks for all the fish” called for a stuffed bird in a display case on the front of the brochure (obviously!) and inside, another picture showed the plug having been inserted in a socket; the bird had disappeared from the perch and all that remained were a few feathers! Each display bin was sent out with “a fistful of feathers” along with the books. Douglas was a lovely chap who very kindly signed a copy of “So Long…” for me BEFORE it had been printed. How? He signed a blank dummy book – which I still treasure!!! ”

I’ve put a few more of the photos on this page

Gary Day-Ellison, PAN Design and Art  Director (1977 to 1988) at the time said “Now, this is what I mean by massively late. Sales needed a cover to rack up the orders. I had to deliver the design for the hardback jacket before Douglas produced the book. I made him promise to tell me what he had in mind. On his way out of the Fulham Road offices he stuck his head round my office door to brief me. He said, “It’s called ‘So Long and Thanks for All the Fish’. And left.I sat, lost for words. A few minutes passed and his head re-appeared, “But there are no fish in it.“, he declared – and fled. This left me license to match enigma with enigma. And when the penny eventually dropped, it landed in a pint of Guinness and produced a ‘lenticular print‘. I found one of a walrus that morphed into a dinosaur, originally produced as a give-away for a cereal packet. Douglas Adams wrote in my copy ‘The silliest jacket in the history of history itself'”


Click on walrus to see it morph.

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