Possible Clues:

• Dealer going about business with literary intentions, initially?
• Well-known short novel, Rider's first for Longmans'
• Penguin, say, right behind blue ship at sea
• Turn up with Batman at the start, relish fighting Penguin?
• Eg Jonathan Cape or Hamish Hamilton
• Penguin's blueish ruffles breaking up pair?
• Bookmaker in bar spilled relish
• Literature supplier
• One producing books in bar Shirley almost battered
• Book or journal issuer