Now that Charlie and I actually have his book at the printers (we were going to order one book, but in a bold move we doubled the order!), I can tell the story of The New York Times Best-Seller List. Hold on to your seats, it’s a roller-coaster ride.
In the two years we’ve spent writing this best-seller-to-be (well yes, Charles wrote, but someone had to supervise, and OK, yes that was mainly Barbara, but someone had to edit. OK, so Rory was chief editor, but only cos he had experience and has actually published a book himself. Jeesh, I can prove I was there!). As I was saying before I was pedantically interrupted, while the author and I were in our office at the publishing house week after week except during lockdown, which knocked out a few months, and not while Charles was away on multiple adventures on mountains, beaches and kloofs, we casually discussed the New York Times Best-Seller List from time to time.
Did I say office? We actually used the boardroom, so we could spread out our plans and drafts and photos and things:
Over coffee and stone scones freshly-made by Barbara – who would phone to check they’d been delivered and not secretly scoffed, they were that delicious – we would casually throw around NYT BS List numbers. That’s New York Times Best-Seller List for those who aren’t as aux fait with these things as we are. Various numbers were thrown around and eventually we settled on these: Fifty or One Hundred. It’s a big decision. We haven’t decided yet. But then came trouble: I started reading about the NYT BS List.
I know why people warn against reading. Reading is dangerous. You find out things. I too sometimes warn against reading certain stuff. Not our book! No, you must read our book when it comes out to great fanfare, but other stuff you must be careful, cos if you read, you find out stuff.
Like how to get on to the NYT BS List. Here’s how:
There are “marketing consultancies” which specialise in getting books onto bestseller lists. For clients willing to pay enough, they will even guarantee a No. 1 spot. They do this by taking bulk sales and breaking them up into smaller, more normal-looking individual purchases, thus defeating safeguards that are supposed to make it impossible to “buy” bestseller status. In other words, they’ll cheat for you.
It’s not cheap. Here’s an example from 2013: If your book is listed at R400 retail, it might cost you about R336 a copy. To ensure a spot on the (lesser) Wall Street Journal bestseller list, you’d need to commit to a minimum of 3000 books – about R1 000 000. A million Ront. Multiply these numbers by a factor of about three to hit the more desirable New York Times list. We’re at THREE MILLION RONT Sterling. Plus there’s the crooks’ “consultancy fees” for cheating and lying and manipulating on your behalf. That was around R300 000 in 2013.
Authors who do this often reach the required pre-sale figures by securing commitments from corporate clients, who agree to buy copies as part of speaking fees, and by the authors buying copies for themselves to hand out to friends and family and to resell at public appearances.
It’s a laundering operation aimed at deceiving the book-buying public into believing a title is more in-demand than it is. People in the industry don’t like talking about bestseller campaigns, as they know any detailed discussion exposes the fact that they simply allow people with enough money, contacts, and know-how to buy their way onto “bestseller” lists. Appearing on the New York Times Best-Seller List increases sales by 13 or 14 percent on average, but first-time authors’ sales increase by 57 percent! We could sell 157 books here!
Right, so that’s what we’ll do.
Sure, we might need to sell our houses and Charles his 1979 shark-gilled Mercedes, but he says he’d get a good price for the Merc cos of the gills in the bodywork which he says are actually functionally necessary, not just babe-catchers. Myself I wonder, but I spose when one is catching older, more sophisticated babes the mating call of a loud exhaust note alone won’t cut it?
In an interesting example of how, once you start lying you have to keep lying, and then when you’re caught lying you just say, “Well, I didn’t mean it to be taken seriously, and no-one believes I’m serious anyway,” when The New York Times was sued for $6 million by an author who claimed that his book had been deliberately excluded from the list, The Times countered that the list was not mathematically objective but rather was “editorial content;” that it’s just “free speech,” and thus protected under the US Constitution. Holy guacamole! They’re saying “Yeah we lied, but we’re allowed to lie.”
So, seeing that the famous list that everyone wants to get onto is not objective factual content, the Times assumes the right to exclude books it doesn’t like from the list! So, the august ‘paper of record’ is saying something like: “Well, this IS a ‘best-seller’ list (more or less) IF we think the book should be a best-seller. It has little to do with whether or not it actually has ‘sold best.'”
And talking of cheats, Mitt Romney crassly boosted his book’s sales figures by insisting that his book tour hosts buy at least $25,000 worth of copies of his book before he would speak at their gatherings!