Of two books on similar topics with similar publication dates, one is ranked #116 on Amazon (as of this writing, yesterday it was #350), the other is at #1,036,339 (as of this writing).* The former has an official publication date of October 17, 2006 (exactly a week ago) and has zero reviews on Amazon (as of this writing). The latter has an official publication date of July 27, 2006 and also has zero reviews on Amazon. Given zero reader reviews in both cases and the recent publication of the former manuscript, it would be hard to argue that it is its superior quality that has catapulted it to the top of Amazon’s popularity index. So what else differs?

Kati Marton’s book on The Great Escape: Nine Jews Who Fled Hitler and Changed the World was published by Simon & Schuster, a trade press with a powerful marketing machine. My father István Hargittai’s book on The Martians of Science: Five Physicists Who Changed the Twentieth Century was published by Oxford University Press (OUP), an academic press notorious for not putting any marketing weight behind its publications naively assuming that quality will yield popularity.

Kati Marton is a journalist formerly married to the late ABC anchor Peter Jennings, currently married to Ambassador Richard Holbrooke. Her book has blurbs from the likes of Tom Brokaw and has gotten coverage on ABC’s Web site among many other venues. István Hargittai is a scientist in Budapest married to Magdolna Hargittai another scientist, both members of the Hungarian Academy of Sciences. His book doesn’t have blurbs from the likes of Tom Brokaw (it only does from two scientists, true, both are Nobel laureates) and has not gotten coverage in any major outlets.

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