Tuesday, July 28, 2009

Borders fine-tunes its advertising

To find this semi-amusing, I guess you have to be aware who Michelle Malkin is. If you don't know, well, I envy you. She's a far-right-winger who sometimes subs for Bill O'Reilly, writes a nutty column and blog, and once published a book in praise of the United States' decision to put Japanese Americans in camps during WWII. (I know her mostly because Sadly, No! makes fun of her a lot.)

Her new book is called Culture of Corruption, a damning look at the Obama administration thus far. Here's the thing--books have long lead times. Back in my book publishing days, a book took about nine months to turn around, from when the author handed it in until it was in bookstores. Sometimes longer. Granted, this was quite a while ago; let's say it now takes four months. That means she must have finished sometime in March. The man had only been in office since the end of January--seems a little premature, no?

Anyway, what made me laugh was the advertising copy for Malkin's book in the latest e-mail from the Borders bookstore chain:
As President Obama faces one of his first divisive challenges in office, Malkin offers a strident take on the administration thus far.

Is that where we are these days? Being strident is a plus, something to highlight in sales copy? Funny, I'd be more likely to read something if it's called "reasoned" or "well researched" or something. But I guess Borders knows who buys Malkin's books.


Grammarian@mindspring.com said...

I think Malkin's audience are the kind of people who don't understand the relaionship of words to meanings.

And what is a "divisive challenge"?

Jim Donahue said...

That struck me as odd, too.