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Timing is Everything - Scott Adams' Blog

Timing is Everything

The result of my survey of economists is delayed one more day (I think). I’m timing it to run with an opinion piece I wrote for CNN.com, but the news about Lehman Brothers squeezed it off the page at the last minute.

[Insert your own joke about not having time to hear what economists say because we’re too busy with bank closures.]

I thought Hurricane Ike was going to bump my story today. There’s always something. I released my book God’s Debris in September 2001. That turned out to be a bad month for authors to get media attention. Another book, Dilbert and the Way of the Weasel was released the same month that the infamous Beltway Sniper was making national headlines. I was on my book tour, and all of my media appearances depended on how accurate the sniper was that morning.

I remember having dinner with a group of book publishers and asking them how many great undiscovered authors there are. They answered unanimously “none.” It was their view that every good author can get published because the publishing industry is scratching the dirt to find them. I think that’s mostly true. But how many books an author sells has a lot to do with what is happening in the news.

My first hardcover book, The Dilbert Principle, hit its stride in the summer, when there wasn’t much else happening in the news. The media attention was enormous. It was an easy and fun story and there wasn’t a lot of competition for people’s attention. Sales were huge. But if it had launched during September of 2001, as my book God’s Debris did, it would have tanked. God’s Debris was a solidly successful book, but sold maybe a tenth of its potential.

Timing is everything.