By Chris Olsen

The New York Times pioneered stand-alone book reviews in its inaugural issue in 1851. Eighty years later, it launched its bestseller list, which initially covered top-selling titles locally, then expanded to include several other cities, and became a national list in 1942.

The publishing industry has undergone many transformations over the years, but what hasn’t changed is the influence that the distinction of national bestseller can have on an author’s career. Earning a spot on The New York Times Best Seller list can catapult an emerging author’s success.

But what constitutes a bestseller and how does The Times determine which titles will make it on the list? Here are two truths and a lie about The New York Times Best Seller list:

Truth No. 1: The Numbers Are Difficult to Achieve

To be considered a potential New York Times Best Seller, the first week of its release, a book must sell a minimum of 5,000 copies (and sometimes more) across multiple retailers and geographic locations. This requires a robust distribution network, which traditional typically publishers have, but indie publishers and authors may not. The process does not necessarily consider consistent sales at a lower volume over a longer period.

Truth No. 2: The Odds Are Stacked Against Most Authors

The New York Times Best Seller list is broken into around 11 weekly and seven monthly categories and each category has about a dozen spots. Spots are often reduced as the same book may be listed in multiple categories. It is not uncommon for a single title—typically one by a well-known or celebrity author—to hold numerous spots simultaneously. And it may remain on the list for weeks or months, which diminishes opportunities for new releases.

The Lie: It’s a List of Bestselling Books

While sales are a consideration, The New York Times Best Seller list is not actually a ranking of books with the best sales. The New York Times is not transparent about its metrics; however, it is widely known in the publishing industry that the list is based largely on editorial preferences. Because The Times’ editors have a great deal of influence in what’s included, it is far from impartial. It could more appropriately be called a list of favorites.

The Bottom Line

Like traditional publishing, when it comes to securing a spot on the list is a long shot. Even more so for authors who identify as women of color, women with disabilities and members of the LGBTQ+ community—groups grossly underrepresented in publishing. The bottom line is this: Dreaming about and working toward becoming a New York Times bestseller is commendable, but it may not be achievable. The best way to achieve success with your book is to develop a solid marketing plan. Check out these articles for important elements to include in your book marketing plan:

• Book Marketing: Keywords
• Book Marketing: Endorsements and Reviews
• Book Marketing: Pitching Your Book to Reviewers

About the Author