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Bestsellers: riddles, wrapped in mysteries, inside enigmas

The New York Times investigates that perpetual publishing mystery: what makes a book a bestseller? The answer, according to the article, is: who knows? Books that are bounced from slush pile to slush pile go on to sell hundreds of thousands of copies. Others that seem to be surefire hits get pulped within months of publication.

Brian DeFiore, a literary agent, asks: “Is it the cover? The title? The buzz wasn’t there? Timing? It wasn’t that good?”

The answer is that no one really knows. “It’s an accidental profession, most of the time,” said William Strachan, editor in chief at Carroll & Graf Publishers. “If you had the key, you’d be very wealthy. Nobody has the key.”

It’s the publishing equivalent of a Greek myth in which the gods – on a whim, on a bet, for a joke – take turns interfering in human fate: “This thriller about the Knights Templar shall succeed; this one shall fail. This wry comedy about a lonely, weight-obsessed, husband-seeking office worker shall succeed….”

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