Business models publishing industry
Is it really a Bestseller?
It turns out to be true you can’t judge a book by its cover. Much like the celebrities who purchase Twitter followers or Facebook ‘Likes, ’ to give the appearance of popularity to leverage endorsement deals, some in the publishing industry are employing similar tactics to create a Bestseller.
ResultSource, a marketing firm out of San Diego, charges thousands of dollars for its services in addition to the cost of the books to authors who enlist their help. According to an article in The Wall Street Journal ResultSource site’s once said:
“Bestsellers initiates incredible growth—exponentially increasing the demand for your thought leadership, skyrocketing your speaking itinerary and value. We create campaigns that reach a specific goal, like: “On the bestsellers list, ” or “100, 000 copies sold.’”
Author, Soren Kaplan, of the ironically titled Leapfrogging, made a conscious decision and against his Publisher, Berrett-Koehler Publishers discouragement hired ResultSource. He said ResultSource told him it could arrange the purchase of a quantity of books in such a way that they were counted toward national best-seller lists.
The company requires authors to make bulk purchases of their own books, then breaks those orders up into small increments to make them look like organic retail sales. For this service, authors or their publishers pay tens of thousands of dollars, on top of the cost of the books whose purchases Result Source launders. The total price tag can approach $250, 000.
There is something to be said fo the Publisher, Berrett-Koehler Publishers (who again opposed using ResultSource) and the president of their firm, Steve Piersanti who said:
“Authors should instead focus on long-term goals such as building stronger relationships with potential readers.”
Again stressing the importance of transparency, truth and growing the business organically over time, a theme you will often see on this blog. So let’s run the author and the marketing firm’s actions through The Sociopathic Business Model™.
-Manipulated the system and did not recognize the rights of others
-View people as accomplices and victims, all accomplices become victims
-Pathological lying (more on the part of the marketing company-the author was truthful when questioned)
-Lack of shame guilt or remorse