newsCO Book Publishing | The Truth About Malcolm Gladwell?

September 29, 2017

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2015-12-20 11:39:02

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This week the best-selling author was outed by the New York Times as a “blurb whore.” The Times didn’t actually label him that, but it’s the term publishing insiders use for an author whose name appears promiscuously on book jackets.

The Times revealed how often Gladwell blurbs books totally outside his own areas of expertise. His name “adorns scores of book covers not his own,” and if blurbing were an Olympic sport, he’d clearly get the gold.

“It’s hard to compete with Malcolm Gladwell,” said A.J. Jacobs, the author of four books, including The Year of Living Biblically, who was once such a prolific blurbist, his publisher demanded he stop writing them. “He is always going to get the front cover. I get the back cover or, maybe, inside.”

Gladwell’s blurb helped make Freakonomics a best seller and publishers hope for similar success for their books when they enlist the nation’s Blurber-in-Chief.

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The Times reports that Gladwell hands blurbs out like Santa, though he doesn’t seem to care if authors are naughty or nice. No matter what the book’s genre, it does seem to help, though, if there’s a personal connection: “Many of the people for whom Mr. Gladwell has written blurbs he knows socially or has even dated.”

But the personal apparently goes deeper than that.

When Jacobs wrote about his “blurbing problem” a few years ago in the Times, he said Gladwell told him that tweeting and blurbing were “conceptually identical: the short, targeted judgment in which the initiator draws attention to himself while seeming to draw attention to something else.”

Blurbing is clearly an ego-boost and good publicity for authors writing blurbs, no matter how famous they are. Jacobs confessed as much in that article: “I get a thrill from seeing my name scattered throughout the bookstore.”

His tone was less serious than Gladwell’s, but the story sounds very much the same: “Me! Me! Me!”

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