The New York Times Bestseller List is seen as the pinnacle of literary success. Authors and publishers alike covet a spot on this prestigious list, believing it to be a gateway to greater visibility, credibility, and commercial success. However, beneath its celebrated surface lies a troubled history marked by exclusions, lawsuits, and a methodology that raises questions about its legitimacy as a true measure of a book’s success.
The Myth of Objectivity
One of the most revealing examples in the history of the New York Times Bestseller List involves William Peter Blatty, the author of The Exorcist. Following the immense success of his first novel, Blatty released Legion, a sequel that, despite strong sales, failed to appear on the bestseller list. Believing his book was deliberately excluded, Blatty sued the New York Times for $6 million, accusing the paper of ignoring actual sales figures and engaging in “either negligence or intentional falsehood.”
The Times’ defense was both surprising and illuminating as they argued that the list was not a reflection of pure sales data but rather “editorial content” protected under the First Amendment as free speech. This admission meant that the Times could include or exclude books at their discretion, independent of actual sales figures. The case went to the Supreme Court, which declined to hear it, effectively upholding the Times’ position. This case exposed a fundamental truth about the list: it is not an objective record of best-selling books but a curated selection that can be influenced by various factors beyond mere sales.
A History of Exclusions and Manipulations
The controversy surrounding the New York Times Bestseller List is not an isolated incident. For decades, the list has faced criticism for its lack of transparency and the exclusion of certain authors. As far back as the 1940s, industry reports indicated that bestseller lists were poor indicators of actual sales, often based on incomplete or misleading data. In 2004, a senior book marketing executive described the rankings as “smoke and mirrors,” and research published in Book History found that many industry professionals doubted the accuracy of these lists.
Authors have attempted to manipulate their way onto the list for years. Notable examples include Jacquelyn Susann and Wayne Dyer, who allegedly purchased large quantities of their own books to secure a spot. More recently, a company called ResultSource specialized in “bestseller campaigns” designed to inflate sales figures and manipulate rankings. Although ResultSource has since ceased operations, the practice of gaming the system persists.
A striking example occurred in 2017 with the book Handbook for Mortals by Lani Sarem. Despite being an unknown title from an obscure publisher, it suddenly appeared at the top of the New York Times’ Young Adult Hardcover Bestseller List. It was later discovered that the author and publisher had strategically ordered large quantities of the book from stores that report to the Times, effectively buying their way onto the list. The Times eventually removed the book from the list, but the incident highlighted the vulnerabilities in their ranking system.
The Price of Entry: Connections and Compromises
Given the opaque nature of the New York Times Bestseller List, what does it actually take to secure a spot? The reality is that the list often favors those with strong political and social connections or those willing to align with major New York City publishers and agents, often at the cost of significant royalties.
The list is compiled from sales data provided by a confidential panel of retailers, including select independent bookstores and certain large chains. However, the exact methodology is a closely guarded secret. It is known that the number of books sold is less important than where those sales occur; books must sell well in the right stores—those that report to the Times. Without the backing of a major publisher or a well-connected agent, the likelihood of making the list diminishes significantly.
Moreover, the Times excludes certain categories of books from consideration, including perennial sellers, self-published books, and even religious texts like the Bible. As a result, some of the best-selling books in the country may never appear on the list simply because they do not align with the Times’ criteria.
The Impact of a Bestseller Designation
Despite its flaws, a spot on the New York Times Bestseller List can still provide a significant boost to an author’s career, particularly for lesser-known writers. According to research by economist Alan Sorensen, appearing on the list can increase sales for relatively unknown authors by as much as 57%. However, for established authors, the impact is often minimal, as their books are likely to sell well regardless of their position on the list.
It is also worth noting that many books not featured on the list have achieved substantial commercial success. The publishing industry is replete with examples of books that became bestsellers through word-of-mouth, strong marketing, or simply being the right book at the right time. In these cases, the absence from the list does not necessarily equate to a lack of success.
The Future of Bestseller Lists
Given the advances in technology, one might assume that tracking real book sales would be straightforward. In the music industry, for example, Billboard tracks every album sold in the United States, thanks to a barcode system developed by SoundScan. However, the publishing industry has been slow to adopt similar systems, perhaps because a single, transparent list would be more difficult to manipulate.
The reality is that the publishing industry benefits from the existence of multiple lists, each with its own methodology and potential for influence. This allows publishers to position their books strategically, maximizing their chances of appearing on at least one list, even if the book is not a top seller across the board.
Conclusion
The New York Times Bestseller List is often seen as a benchmark of literary success, but its troubled history and opaque methods reveal it to be more of a curated selection than an objective measure of sales. While a spot on the list can provide valuable visibility and credibility, it is not the only path to success in the literary world. Authors should focus on creating compelling works and building their audiences, rather than fixating on the elusive goal of becoming a New York Times Bestseller.
Ultimately, the list is just one of many indicators of success, and its importance should not be overestimated. By understanding the complexities and limitations of the list, authors can approach their careers with a more realistic perspective and focus on what truly matters: writing great books.
