Michael Jackson

  By Brian Howard It’s official. The old trope “There’s no such thing as bad press” can be retired. For good. Witness the campaign against Randall Sullivan’s Michael Jackson bio Untouchable: The Strange Life and Tragic Death of Michael Jackson. As reported in The New York Times, Sullivan’s book focuses on the superstar’s last years and, despite being characterized as [...]

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It’s official. The old trope “There’s no such thing as bad press” can be retired. For good.

Witness the campaign against Randall Sullivan’s Michael Jackson bio Untouchable: The Strange Life and Tragic Death of Michael Jackson. As reported in The New York Times, Sullivan’s book focuses on the superstar’s last years and, despite being characterized as a generally sympathetic look at Jackson, has come under siege by a group of fans who take issue with some of the book’s statements. And so they launched a flotilla of mostly anonymous one-star reviews seemingly aimed at not just discrediting the book, but killing it.

 Reviews on Amazon are becoming attack weapons, intended to sink new books as soon as they are published.

In the biggest, most overt and most successful of these campaigns, a group of Michael Jackson fans used Facebook and Twitter to solicit negative reviews of a new biography of the singer. They bombarded Amazon with dozens of one-star takedowns, succeeded in getting several favorable notices erased and even took credit for Amazon’s briefly removing the book from sale.

At a time when consumers expect an instantaneous flow of information, and technological advances have facilitated expedited workflows, more and more book publishers are choosing to “crash” books—that is, produce a book from manuscript to final product on an abbreviated schedule, sometimes in just a matter of weeks. Yes, weeks. Many times, a crashed book is tied into a headline-grabbing event—think Michael Jackson’s untimely death, or Sarah Palin’s vice presidential nomination—where capitalizing on the momentum of that event in the public consciousness is critical to the title’s success.

Book publishers are already working on Michael Jackson books, with some available as early as this week.

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