Soaring Sales for “Road to Serfdom”
Cato’s new staff writer, Aaron Powell, told me he had recently seen two people on the Washington Metro reading The Road to Serfdom by F. A. Hayek. That prompted me to check the sales figures for Road to Serfdom at Nielsen’s Bookscan. And whattaya know? Sales have increased this year at an even faster pace than sales of Atlas Shrugged. (Atlas sells 10 times as many copies, but the percentage increase over last year is less.)
So far this year the most popular edition of Road to Serfdom has sold 11,000 copies. That compares with 3,000 copies at the same point last year. That’s a 263 percent increase for those of you keeping score at home.
Why? Well, no doubt huge new government spending programs and attempts to massively expand the welfare state send people looking for classic literature that makes the case for liberty and limited government. But what the Marxists call the “objective conditions” can always use a bit of help. And indeed, just as I found in investigating the sales bump for Atlas Shrugged, it looks like an op-ed in the Wall Street Journal was instrumental in boosting the sales of The Road to Serfdom.
On February 4, former House Majority Leader Dick Armey, now chairman of Freedomworks, published an op-ed in the Journal titled “Washington Could Use Less Keynes and More Hayek.” Sales of Road to Serfdom, which were in the low hundreds each week since the beginning of 2009, more than doubled over the next four weeks. It seems likely that Armey’s op-ed caused the new interest.
Armey didn’t actually mention The Road to Serfdom — he just talked about Hayek and his ideas generally — but when you go looking for Hayek, you’re going to find his most popular book. So maybe we could attribute the sales bump instead to David Henderson’s review of The Road to Serfdom — titled “Still Relevant–Perhaps More So” — in the Spring issue of Regulation. But the Wall Street Journal does have a larger circulation.
Update: This item has been edited to remove proprietary information.
What Caused Atlas Shrugged Sales to Soar?
Sales of Atlas Shrugged have risen sharply this year, and various observers from the Ayn Rand Institute to the Economist have attributed the jump to “uncanny similarities between the plot-line of the book and the events of our day,” in the words of ARI’s Yaron Brook. The Economist writes,
Whenever governments intervene in the market, in short, readers rush to buy Rand’s book. Why? The reason is explained by the name of a recently formed group on Facebook, the world’s biggest social-networking site: “Read the news today? It’s like ‘Atlas Shrugged’ is happening in real life”.
Brook told CNN:
“So many people see the parallels with actually what’s going on, with the government taking over the banks, with the government kind of taking over the automobile industry, a president who fires the CEO of a major American corporation. These are the kind of things that come out of ‘Atlas Shrugged.’ “
But is this story right? Do news headlines generate book sales? How did people who read about TARP or bank nationalizations know that those events were reminiscent of a novel published in 1957? Maybe their friends told them “It’s just like Atlas Shrugged,” and they ran out and bought the book.
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