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.
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 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.
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 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.
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.