NYT’s Promotion of Keller’s Book Fails

The New York Times book reviews are among the most coveted by authors. While many books, especially from conservative writers, are ignored or given short or partisan shrift, but due to popular demand become bestsellers, the New York Times imprimatour is heavily sought as important to success.

The New York Times executive editor, Bill Keller, wrote about his observations of South Africa, where he was NYT’s bureau chief, in Tree Shaker: The Story of Nelson Mandela, released in January.

The New York Times (no surprise, there!) Sunday book section featured Keller’s book, with a friendly review in February by leftist magazine Progressive’s political editor. The NYT’s, again, featured the book in its Sunday “Editor’s Choice” list in early March.

Keller’s imprint, also, garnered favorable pre-release reviews in late 2007 by influential Booklist and Publishers Weekly.

Yet, according to this morning’s Amazon ranking, Keller’s book is #75,820 in books.

MediaBistro reports this translates that Keller “has sold a scant 926 copies so far,” although library sales are expected to increase sales. Media Bistro sarcastically notes: “It's not as though Tree Shaker had a big publicity push behind it.”

Another indicator of the flagging influence of the “truthier” approach to news?