Fictional gantry used in novel merchandising (5)

I believe the answer is:

elmer

I'm a little stuck... Click here to teach me more about this clue!

'fictional gantry' is the definition.
(elmer gantry is a satirical novel)

'in novel merchandising' is the wordplay.
'ELMER' is hidden in amongst the letters.
But, I'm not sure how the hidden word is indicated.

'used' is the link.

Can you help me to learn more?

(Other definitions for elmer that I've seen before include "- - Gantry (book, film)" , "____ Rice, US dramatist" , "Man" , "name" .)

I've seen this clue in The Guardian.

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