This looks unsuspicious, but it's a hell of a question.
Assumptions
- Your counts are integer.
- All columns in table book are defined NOT NULL.
- The composite - (name, sid, date)is unique in table- book. You should have a- UNIQUEconstraint, preferably (for performance) with columns in this order:
 - UNIQUE(sid, date, name)
 - This provides the index needed for performance automatically. (Else create one.) See: 
crosstab() queries
To get top performance and short query strings (especially if you run this query often) I suggest the additional module tablefunc providing various crosstab() functions. Basic instructions:
Basic queries
You need to get these right first.
The last 10 days:
SELECT DISTINCT date
FROM   book
WHERE  sid = 1
ORDER  BY date DESC
LIMIT  10;
Numbers for last 10 days using the window function dense_rank():
SELECT *
FROM  (
   SELECT name
        , dense_rank() OVER (ORDER BY date DESC) AS date_rnk
        , count
   FROM   book
   WHERE  sid = 1
   ) sub
WHERE  date_rnk < 11
ORDER  BY name, date_rnk DESC;
(Not including actual dates in this query.)
Column names for output columns (for full solution):
SELECT 'bookname, "' || string_agg(to_char(date, 'DD/MM/YYYY'), '", "' ORDER BY date) || '"'
FROM  (
   SELECT DISTINCT date
   FROM   book
   WHERE  sid = 1
   ORDER  BY date DESC
   LIMIT  10
   ) sub;
Simple result with static column names
This may be good enough for you - but we don't see actual dates in the result:
SELECT * FROM crosstab(
  'SELECT *
   FROM  (
      SELECT name
           , dense_rank() OVER (ORDER BY date DESC) AS date_rnk
           , count
      FROM   book
      WHERE  sid = 1
      ) sub
   WHERE  date_rnk < 11
   ORDER  BY name, date_rnk DESC'
, 'SELECT generate_series(10, 1, -1)'
 ) AS (bookname text
     , date1 int, date2 int, date3 int, date4 int, date5 int
     , date6 int, date7 int, date8 int, date9 int, date10 int);
For repeated use I suggest you create this (very fast) generic C function for 10 integer columns once, to simplify things a bit:
CREATE OR REPLACE FUNCTION crosstab_int10(text, text)
  RETURNS TABLE (bookname text
               , date1 int, date2 int, date3 int, date4 int, date5 int
               , date6 int, date7 int, date8 int, date9 int, date10 int)
  LANGUAGE C STABLE STRICT AS
'$libdir/tablefunc','crosstab_hash';
Details in this related answer:
Then your call becomes:
SELECT * FROM crosstab(
  'SELECT *
   FROM  (
      SELECT name
           , dense_rank() OVER (ORDER BY date DESC) AS date_rnk
           , count
      FROM   book
      WHERE  sid = 1
      ) sub
   WHERE  date_rnk < 11
   ORDER  BY name, date_rnk DESC'
, 'SELECT generate_series(10, 1, -1)'
 );  -- no column definition list required!
Full solution with dynamic column names
Your actual question is more complicated, you also want dynamic column names.
For a given table, the resulting query could look like this then:
SELECT * FROM crosstab_int10(
  'SELECT *
   FROM  (
      SELECT name
           , dense_rank() OVER (ORDER BY date DESC) AS date_rnk
           , count
      FROM   book
      WHERE  sid = 1
      ) sub
   WHERE  date_rnk < 11
   ORDER  BY name, date_rnk DESC'
, 'SELECT generate_series(10, 1, -1)'
   ) AS t(bookname
        , "04/11/2015", "05/11/2015", "06/11/2015", "07/11/2015", "08/11/2015"
        , "09/11/2015", "10/11/2015", "11/11/2015", "15/11/2015", "17/11/2015");
The difficulty is to distill dynamic column names. Either assemble the query string by hand, or (much rather) let this function do it for you:
CREATE OR REPLACE FUNCTION f_generate_date10_sql(_sid int = 1) 
  RETURNS text
  LANGUAGE sql AS
$func$
SELECT format(
 $$SELECT * FROM crosstab_int10(
  'SELECT *
   FROM  (
      SELECT name
           , dense_rank() OVER (ORDER BY date DESC) AS date_rnk
           , count
      FROM   book
      WHERE  sid = %1$s
      ) sub
   WHERE  date_rnk < 11
   ORDER  BY name, date_rnk DESC'
, 'SELECT generate_series(10, 1, -1)'
   ) AS ct(bookname, "$$
|| string_agg(to_char(date, 'DD/MM/YYYY'), '", "' ORDER BY date) || '")'
 , _sid)
FROM  (
   SELECT DISTINCT date
   FROM   book
   WHERE  sid = 1
   ORDER  BY date DESC
   LIMIT  10
   ) sub
$func$;
Call:
SELECT f_generate_date10_sql(1);
This generates the desired query, which you execute in turn.
db<>fiddle here