Or they could make a big deal out of replacing the one he was reading on, if that's what they have in mind.
I suspect that the timing on him starting reading on the 1st has to do with October being National Book Month. That would make it a bit odd to start on the second day of the month.
Beyond that, who can tell what Marketing folks will do, or for what reasons. They're a law, and logic unto themselves when it comes to such things. I've never really understood some of the things they do.
