National Arts Journalism Program, Columbia University

PUBLISHING EXPERTS DEBATE BEST BOOKS, BESTSELLERS AT WEDNESDAY DEC. 4 PANEL, MODERATED BY 2001-02 RESEARCH FELLOW GAYLE FELDMAN

In 1975, the year's best-selling book, E.L. Doctorow's "Ragtime," sold 232,000 copies, chain bookstores were still a new concept, and the word "marketing" was scarcely heard in publishing houses. By 2000, John Grisham's "The Brethren" exceeded the sales total of "Ragtime" by twelvefold, nearly all best-selling books were published by just five publishing conglomerates, and the business was transfixed by two hot buzzwords that had no role in publishing even five years earlier-Oprah and Amazon. What has happened?

In the last 25 years, corporate consolidation, digital technology and an intensified cult of celebrity have transformed the publishing business, for better and for worse. And while industry observers and casual readers can sense the air of change, there has been scant data and analysis to help us identify the trends. Until now. In 2002, National Arts Journalism Program research fellow Gayle Feldman-a contributing editor at Publishers Weekly and New York correspondent of The Bookseller (London)-undertook a research project and report that systematically compares "best books" of the last 25 years with best-selling books of that period. In the overlaps, divergences and trendlines, the story of the publishing industry as it enters the 21st century finally can be told.

Some of the findings:
* No award-winning book made the top bestseller lists in 2000--though some made weekly lists; by comparison, in 1975 one Pulitzer Prize winner and one National Book Award Winner made the annual list.

* The number of bestsellers sold had increased dramatically in 25 years. For example, in 1975, the big bestseller Ragtime by E.L. Doctorow sold 232,000 copies while in 2000, The Brethren by John Grisham sold nearly 2.9 million copies, a twelvefold increase.

Some other findings: winning a prize is helpful to lesser-known or new writers but has little impact on the sales of established authors, and bestselling books remain celebrity autobiography, religious works, business, beauty, television tie-ins, self-help
and personal fulfillment books--just as they were 25 years ago.