I remember my librarian telling me how to 'prep' new paperback books ... many moons ago.
Open the book every 15 -20 pages and slide the palm of your hand up and down the middle of the book. This helps to loosen the glue of the spine of the book.
You could alternatively, fan the book.
If all else fails, lend the book out to a friend or family member to read so they can break it in for you! 