So John Scalzi has a
post up on the continuing appeal of Robert Heinlein, in which John claims that the blurb from
Publisher's Weekly on the cover of
Old Man's War, a blurb which anoints Scalzi as The New Heinlein, plays a significant role in how well Mr. Scalzi's book sells. It's perfectly possible that this is true. But if it is, I wonder how Scalzi knows it. How much do book blurbs really influence consumer behavior? How measurable is that influence? Do publishers do bookstore exit polls? Does anyone actually fill out marketing surveys on book purchasing choices? Are the reasons why any particular book sells actually known, actually knowable, or just an article of faith inside publishing? I dunno. I have not much other than my usual over-abundance of skepticism.
The preponderance of responses to
this post in NYT Opinion, by Stephen J. Dubner, do seem to be running against the idea of people buying books because of blurbs most of the time. On the other hand, as Howard Moskowitz found (
here ably explained by Malcolm Gladwell, in the course of his fabulous TED talk, or in print form
here at gladwell.com), consumers often can't informatively access or articulate their own desires, reasons, or consumer processes anyhow.
So who the heck knows. Anybody happen to have Marshall McLuhan in their vest pocket?