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How to make a BOOK into a bestseller

In the world of commercial publishing, there are few crowning achievements more coveted than a place on the New York Times Best Seller List. But how does a book actually end up there? There is, of course, a playbook that publishers and authors use to try to gin up enough sales at the beginning of a new book’s life to launch it onto the list. But there is also a world of more shadowy techniques – a whole history of hacking shenanigans going back nearly a century.

Today on the show, the fourth episode in our series: Planet Money sets out to make the Planet Money book a best seller, and along the way, we uncover all the outlandish strategies that people have tried to hack their way onto the New York Times Best Seller List. There will be mass hallucinations, legal exorcisms, shady book launderers, and scarlet daggers. And we learn the hard way how trying to engineer your way onto the list, just might be the thing that keeps you from getting there.

Related:

- “Night People's Hoax On Day People Makes Hit With Book Folks” 
- New York Times: “Jacqueline Susann Dead at 53; Novelist Wrote 'Valley of Dolls'”
- New York Times: “Blatty Sue Times On Best-Seller List”
- New York Times: “Court Bars A Suit Over Books List”
- Bloomberg Businessweek: “Did Dirty Tricks Create A Best Seller?” 
- Episode 1: Inside a BOOK auction
- Episode 2: Our BOOK vs. the global supply chain 
- Episode 3: BOOKstore Economics
- Series: Planet Money makes a book
- Laura McGrath’s new book: Middlemen: Literary Agents and the Making of American Fiction


Our book: Planet Money: A Guide to the Economic Forces That Shape Your Life is in stores now. 

Support: Planet Money+

Listen free: Apple Podcasts, Spotify, the NPR app or anywhere you get podcasts.

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This episode was produced by Willa Rubin. It was edited by Jess Jiang, fact-checked by Sierra Juarez, and engineered by Robert Rodriguez and Cena Loffredo. Alex Goldmark is our executive producer. 

Music: NPR Source Audio - "Quirky Episodes," “Dramedy Scheme,” "Unforeseen Consequences,” and “Impractical Jokes.” 

See pcm.adswizz.com for information about our collection and use of personal data for sponsorship and to manage your podcast sponsorship preferences.

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