How to promote Cheese, a graphic novel in English.

1. Send Dick Matena and his drawings to Comic-Con. This is where most of the likely audience can be reached. There are lots of similar events.

2. Promote to the academic world. This helps build prestige. Belgian literature is not well known here.

3. Promote to the art world. Art in museums always gets respect. Print signings at galleries would also be a good idea.

4. Do cross promotions with other Belgian products. Beer congescenti would be especially receptive. Belgian chocolate is also a good starting point. Also, there is travel, which always attracts attention. "Win a trip to Willem Elsschot's Antwerp!" The same trip could also be raffled off as Dick Matena's Antwerp, depending on whether the promotion emphasized the text or the drawings. So far, I have been able to pair the book's cover and a scene where Laarmans takes a nighttime walk in Chapter 14 with photos of the Brabo Statue.

5. Finally, cheese should be served at all promotional events. Dutch Edam cheese is a must, because it is mentioned so much in the book. Belgian cheese is also a must, even though the book concerns imported cheese from the Netherlands. With the book's title and origin, people will expect it.