From MacGregor Literary:
Last week I made a point of saying that I think a guy who buys his way onto the bestseller lists is a weasel, and I had a bunch of people write to ask me why. This is a worthwhile topic for everyone in publishing.
. . . .
Until last week, when it was revealed that Rev. Driscoll had paid a marketing firm, ResultSource, more than $200,000 to get his book onto the New York Time bestseller list. The scheme included hiring people to purchase 6000 copies of the book in bookstores, then ordering another 5000 copies in bulk. They even made sure to use more than 1000 different payment methods, so BookScan couldn’t track all the purchases back to a single source. In other words, they cheated to manipulate the system, got the book onto the list (for that one week), and did it so that Driscoll can refer to himself as “a New York Times bestselling author.”
I was critical of him for doing it, since I don’t think gaming the system is the right thing to do. It’s unfair. It’s lazy. It’s dishonest. And it’s basically nothing more than rampant egotism. But I had several people write to me, or post on Facebook, that this is common practice. A couple people said “everybody is doing it,” and some claimed “publishers are doing that all the time.”
. . . .
Are the bestseller lists rigged? Perhaps, to a small degree — certainly Amazon seems to include an inordinate number of their own titles on the Amazon bestseller lists, and occasionally we’ll all be surprised at how a book with modest sales somehow wound up on a bestseller list because of the strange (and secret) way some of them account for the books. But for the most part, the books showing up on the lists are there because of sales. Honest, straightforward sales. Sometimes we get shocked when a crappy book (say, for example, Fifty Shades of Gray) suddenly starts showing up everywhere — but it showed up because, in spite of the boring story and fourth-grade writing ability, the book SOLD. Like it or not, that book wasn’t snuck onto a list dishonestly.
Link to the rest at MacGregor Literary
PG is inclined to think that, if one or more companies offer to place a book onto the NYT, USA Today and Wall Street Journal bestseller lists, those bestseller lists are gamed on a regular basis.
Does any business maintain 1,000 different payment mechanisms and have the ability to hire people to buy copies of a book in 5,000 different stores just for a once-in-a-while bestseller campaign?