An endorsement from Oprah Winfrey. A film deal from Steven Spielberg. A debut at the top of The New York Times bestsellers list. These are the things every author craves most, and while the first two require the favor of a benevolent God, the third can be had by anyone with the ability to write a check — a pretty big one.
ResultSource, a San Diego-based marketing consultancy, specializes in getting books onto bestseller lists, according to The Wall Street Journal. For clients willing to pay enough, it will even guarantee a No. 1 spot. It does this by taking bulk sales and breaking them up into more organic-looking individual purchases, defeating safeguards that are supposed to make it impossible to “buy” bestseller status.
And it’s not cheap. Soren Kaplan, a business consultant and speaker, hired ResultSource to promote his book “Leapfrogging.” Responding to the WSJ article on his website, Kaplan breaks out the economics of making the list.
With a $27.95 list price, I was told that the cost of each book would total about $23.50 after various retail discounts and including $3.99 for tax, handling and shipping. To ensure a spot on The Wall Street Journal’s bestseller list, I needed to obtain commitments from my clients for a minimum of 3000 books at about $23.50, a total of about $70,500. I would need to multiply these numbers by a factor of about three to hit The New York Times list.
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