By: Gigaom
Hey, Tim Ferriss: Book banning isn’t a marketing gimmick
Barnes & Noble won't carry Amazon titles in its stores. But that doesn't make Amazon author Tim Ferriss's upcoming Four-Hour Chef "the most banned book in U.S. history."

Huckleberry Finn, I Know Why the Caged Bird Sings, To Kill a Mockingbird: Those are among the titles that schools and libraries have most commonly banned over the years. An Illinois school district banned a book this year because it included a reference to gay families. And Bibles and Korans are still burned by religious groups around the world.

On Friday the bestselling author Tim Ferriss, whose book The Four-Hour Chef will be published by Amazon’s New York imprint on November 20, entered into a marketing promotion with BitTorrent. A BitTorrent blog post proudly proclaims: “It’s poised to be the most banned book in U.S. history. The 4-Hour Chef is one of the first titles underneath Amazon’s new publishing imprint; boycotted by U.S. booksellers, including Barnes & Noble.” The same “banned book” point is repeated in the materials sent to press, which include the following “points to consider”: “It’s a significant marketing partnership, particularly in light of the ban of the book by Barnes & Noble and others.” And “Similar promotions for recording artists generated downloads in the tens of millions amongst BitTorrent users, offering a significant lift in awareness and sales.”

So is Barnes & Noble banning The Four-Hour Chef because of its controversial content? Not so much. Ferriss’s book is simply one of several that Barnes & Noble will not stock in its stores because it is published by Amazon. As Barnes & Noble announced earlier this year, “Our decision is based on Amazon’s continued push for exclusivity with publishers, agents and the authors they represent. These exclusives have prohibited us from offering certain ebooks to our customers. Their actions have undermined the industry as a whole and have prevented millions of customers from having access to content.” Other booksellers, too — both chains like Books-A-Million and small independent stores — do not stock Amazon titles because, as Books Inc. owner Michael Tucker recently put it to the New York Times, “At a certain point you have to decide how far you want to nail your own coffin shut.” Tim Ferriss himself told me last week, “Do I blame [Barnes & Noble]? No. If I were in their shoes, would I do the same thing? Maybe.” (He had not responded to a request for comment by the time I published this story.)

Readers can still order Amazon titles from Barnes & Noble’s website and most independent bookstores will order them if readers ask. Barnes & Noble’s policy is a business decision — just the way Amazon’s marketing campaign last December, which gave shoppers a discount if they walked into bricks-and-mortar stores and scanned products with the Amazon Price Check app, was a business decision. (Neither Amazon nor Barnes & Noble responded to a request for comment for this piece.)

“Disruptive voices should be heard,” BitTorrent proclaims. (Conveniently, according to today’s issue of Fortune, Amazon CEO Jeff Bezos is this year’s “ultimate disruptor.”) And “we’ll be asking users to support Tim and the Amazon imprint.”

“Where books are burned, in the end people will burn”: That line, from the German nineteenth-century poet Heinrich Heine, is engraved on a plaque at Berlin’s Bebelplatz, the site where the Nazis burned thousands of books in 1933. The disruptors who do speak out for Ferriss won’t be risking personal harm. They won’t be standing up against free speech. Ferriss approached Amazon for a book deal and in four days, it will be published. That’s not exactly censorship.



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