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What sells novels

Would the publisher have sold more than 1 million copies of "The Cuckoo's Calling" if readers had not found out it was written by J.K. Rowling?

No, they and all kinds of other experts say. Not anywhere close.

Rowling wrote the book under a pseudonym, and sales were tepid, according to a Saturday story in The New York Times.

Then -- oops -- it slipped out that the real author was Rowling, of Hogwarts fame.

Then sales soared.

The Times spends way too much space getting to the bottom line of this bottom line: In publishing as in just about everything else, it's all in the name. Or, the brand, as they say.

Of course, Rowling runs the risk of putting out mediocre stuff and seeing the brand erode.

However, that does not seem to have hurt Tom Clancy, who churns out encyclopedic claptrap and still sells well.

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