‘The editor wanted a surname beginning with C, Waites says, because shoppers' eyes are naturally drawn to the top of the second bookshelf in a book shop. That is normally where books by "C" authors live.
"When I was writing as Martyn Waites, I was right at the end. People had to bend down to the bookshelf and get them," he laughs. "They wouldn't bother and they'd get Lee Child instead."’
(From BBCOnline article on picking an author’s pen-name)
(...And not having heard of C. Waites (what does he wait for - buyers?)
I would be more than happy to pick up a Lee Child book.)