Launching the 2014 Costa Book Awards this week, the chief judge has confirmed that this year the cover will be the primary means of assessing the books.
‘Historically we’ve taken the weight of the book as the main means of judging them, even though we were aware some unscrupulous publishers were adding blank pages to the front and back.’ He also conceded that content might be considered, ‘but let’s face it, it’s not like anyone actually reads these things,’ he said. He added that he’d become aware of an adage that stated ‘something about judging books by their covers, and I thought – brilliant, what an idea.’
Costa agreed that they sponsored the event because of their long standing reputation of having their coffee judged on the name of the beverage, the look of the barista and the excessive pricing structure. ‘After all,’ said a Costa manager, ‘we wouldn’t want to be judged on taste.’