In this exciting post, I will argue why I think the term “bestseller” no longer has any meaning.
Long ago, in a much simpler publishing world, describing a book as a bestseller actually meant something. Specifically, it implied that the book had been listed as one of the top-selling books by a respected publication, such as The New York Times. The ranking was typically based on sales for a one-week period, and there were only a small number of very broad categories, e.g. “fiction”. These books were often featured prominently in bookstores. Actually, they still might be, but who goes to a bookstore these days?
Now consider the following: An author writes a novel and self-publishes it as an ebook on Amazon (or some other similar site). The author runs a promotion in which the book is free for a few days, and they advertise the living hell out of it. Lots and lots of people “buy” the book, and for a brief period it ranks in the top ten of its incredibly narrow and highly-specific category, for example “coming of age, zombie techno-westerns”. (Okay, I just made that up.) From then on, the author proudly brags to anyone that will listen that their novel is a bestseller, and even adds that claim to the cover. Woohoo!
I wish that the previous paragraph was fiction, but sadly it’s not. There are an incredible number of people that no one has ever heard of now claiming to be “bestselling authors”. They’re everywhere. There are even businesses that guarantee to make your book a bestseller, and measure their success as described above. It’s actually rather sad if you think about it. It would be far better to write a book that actually sells well based on its merits.
In conclusion, the term “bestseller” has now been abused to the point that it’s practically meaningless.
Stay tuned for a future post in which I explain why an award your book received from a six-month old website run by your cousin out of his parents’ basement should not be plastered all over the cover and included in the blurb. 🙂