Gideon Haigh of Australian Book Review discussed it in December 2000.

[2] The Sell-in: How the Music Business Seduced Alternative Rock was reviewed by The Age's Patrick Donovan, who generally praised Mathieson's writing as "punchy chronological narrative that never dwells on a subject for too long.

"[3] Donovan disputes Mathieson's claim that the music industry's seduction of indie rock began in 1990 – he argues for a diffuse beginning some years earlier.

[3] The Sell-in's other faults included "[it] may push its thesis at times, be Sydney-centric, contain spelling mistakes and give some players credit at the expense of others.

"[3] Phil Tripp of In Music & Media observed "[it] is well researched, grippingly written and quite accurate in its portrayals of the events of the past ten years that shaped the indie industry as well as shot many of its artists.