During "Casino Royale's" final draft stages, Fleming allowed his friend William Plomer to see a copy, and remarked "so far as I can see the element of suspense is completely absent". Despite this, Plomer thought the book had sufficient promise and sent a copy to the publishing house Jonathan Cape. At first, they were unenthusiastic about the novel, but Fleming's brother Peter, whose books they managed, persuaded the company to publish it. On 13 April 1953 "Casino Royale" was released in the UK in hardcover, priced at 10s 6d, with a cover designed by Fleming. It was a success and three print runs were needed to cope with the demand.