The clustering of book culture in rural locales around the world is a growing phenomenon. Creative and cultural activity in these bookish communities enhances social capital, and their book-based economies contribute to sustainability. Maleny, in South-East Queensland's Sunshine Coast hinterland, has long been recognised as a centre for books, readers and writers. It is the home of two writers’ festivals, Outspoken and Maleny Celebration of Books. The community attracts city dwellers, and those who like to escape to the Blackall Ranges for relaxation, as well as people who choose to live a ‘slow’ life in the area. Onyx (2005) identified high levels of social capital. In this article, I consider the potential of Maleny to position itself as a ‘book town’. However, my findings confirm that, despite the community's reputation as a place of cultural consumption, prosperity is a hindrance to book town development.