How Are Some Authors Landing On Best-Seller Lists? They're Buying Their Way

The Mystery of the Book Sales Spike 

By JEFFREY A. TRACHTENBERG, WSJ

Last August, a book titled "Leapfrogging" hit The Wall Street Journal's list of best-selling business titles upon its debut. The following week, sales of the book, written by first-time author Soren Kaplan, plunged 99% and it fell off the list.

Something similar happened when the hardcover edition of "Networking is Dead," was published in mid-December. A week after selling enough copies to make it onto the Journal's business best-seller list, more hardcover copies of the book were returned than sold, says book-sales tracker Nielsen BookScan.

It isn't uncommon for a business book to land on best-seller lists only to quickly drop off. But even a brief appearance adds permanent luster to an author's reputation, greasing the skids for speaking and consulting engagements.

Mr. Kaplan says the best-seller status of "Leapfrogging" has "become part of my position as a speaker and consultant."

(More here.)