From The Telegraph:
Even by the standards of a cold rejection letter, the one Jacqueline Susann received from publishers Geis Associates in 1965 was brutal.
Her novel Valley of the Dolls was dismissed as “painfully dull, inept, clumsy, undisciplined, rambling and thoroughly amateurish”. So how did such a poor book go on to be registered in The Guinness Book of World Records in the late Sixties as the world’s most popular novel? The success of Valley of the Dolls – to date more than 30 million copies have been sold worldwide – is a tale of one of the most tenacious and sharp-eyed publishing campaigns of all time.
The novel, which is about the sex lives and addiction problems of four Hollywood “glamour girls”, is 50 years old on February 10, 2016. The “dolls” in the title are the “uppers” and “downers” Susann’s characters swallow to cope with their soap-opera lives.
Susann, the daughter of a portrait painter and teacher, was born in Philadelphia in 1918. She was at heart a pragmatist and told friends that, as she had spent 18 months writing the book, “the least I can do is spend three months promoting it”. In fact, her campaign to publicise Valley of the Dolls lasted more than a year, and was organised like a military campaign.
Susann and her husband – a television producer and born hustler called Irving Mansfield – posted 1,500 free copies, all containing personalised notes, to journalists, actors, TV presenters, publishers, advertisers and book shops.
. . . .
“A new book is like a new brand of detergent,” she said. “You have to let the public know about it. What’s wrong with that?”
She and her husband criss-crossed America, dropping in on bookstores in every one of the 250 cities they visited. Susann would ask the head sales clerks if they had read her novel. If they hadn’t, or did not have a copy, she would give them one and autograph it. “Salesmen don’t get books free, you know,” she told Life magazine. “I tell them ‘be my guest’ and then they can recommend it honestly to their customers.”
The flattered bookshop staff would often change their window display to give a prominent slot to her novel, with its slick cover, showing coloured pills scattered against a white background. The only time she lost her cool in a shop was when she found out that the books department of the Carson Pirie Scott department store in Chicago was selling Valley of the Dolls under the counter, as if it were pornography.
Another factor in her favour was that she understood the power of television and made great efforts to appear on national and local stations during her PR tours. The former actress knew how to play the fame game. As the blurb on Valley of the Dolls proudly stated: “Miss Susann has been stabbed, strangled, and shot on every major dramatic show on the airwaves”. She was a canny guest star, giving around 30 televised interviews a week. “No matter what an interviewer asks, I can work the conversation back to the book,” she said.
And she wasn’t afraid of using any means possible, including her little “dolls”, to keep her energy levels up, “I took amphetamine pills when I was on tour,” she told Pageant magazine in 1967. “I felt that I owed it to people to be bright, rather than droop on television. I was suddenly awake, and could give my best.”
Link to the rest at The Telegraph