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It's almost like PED's for writers.

The Mystery of the Book Sales Spike
http://online.wsj.com/article/SB10001424127887323864304578316143623600544.html

...the short moment of glory doesn't always occur by luck alone. In the cases mentioned above, the authors hired a marketing firm that purchased books ahead of publication date, creating a spike in sales that landed titles on the lists. The marketing firm, San Diego-based ResultSource, charges thousands of dollars for its services in addition to the cost of the books, according to authors interviewed.
 
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