Any eligible book which is entered for the prize will only qualify for the award if its publisher agrees:
a) to contribute £5,000 towards general publicity if the book reaches the shortlist.
b) to contribute a further £5,000 if the book wins the prize.
I don't know if this rule has always existed, but I suspect not, and that it shows not only how far the prize has moved towards marketing and away from the pure principle of literary merit, but has come to discriminate against books from small publishers. I know it's generally recognized that, since certain winners - James Kelman, I think - failed to sell in the expected numbers even after winning, the prize has moved towards the principle of saleability, and one could argue that this applies to all publishers, large and small alike, and all publishers are thus likely to enter their more saleable literary books. One could argue about the rightness of this, in the broader literary-cultural terms, but, assuming that any prize is allowed to set its own principles, let's for the moment accept it. Yet it seems to me that plenty of books that look wildly saleable turn out to be mysteriously not so, and while that £5,000 payment for a shortlisting may look like chickenfeed to a large publisher, it's nothing of the sort to a small publisher on a shoestring. And even if shortlisting is going to bring them returns many times over they may simply not have the ready cash to make the payment upfront...