Thursday, September 29, 2011

It Takes Controversy To Sell Through

Publishers put books into stores with a plan to sell them. They aren't much interested in biographies that won't provide a decent profit.

Those who knew Walter Payton claim that a new book about his private life is nothing more than a bid to make a lot of money at a legend's expense. That's not far off the mark.

What the average fan knows of Walter Payton is the surface of a man. There are those who can spout statistics, who can recall a given run or a particular touchdown.

Jeff Pearlman went far below that surface, down into the realm of things that were considered private at the time. This is the age of social media. Nothing is private any more. His book is stirring up controversy, and that controversy will be used by the marketing department at Gotham to push sales.

Who knew that a running back with such gifts was not the great hero the fans thought he was?

It's all there, put down on paper where the seamy underside of Walter Payton's existence will live on forever, long after his accomplishments are overshadowed by some other great athlete.

The facts that Mr. Pearlman uncovered in his research will become fodder for gossip, stories traded in offices and bars across the city. Talk will turn into sales, as those who can't believe what they hear will want to read all about it, in a book that must be reporting the truth because no publisher would risk a lawsuit.

A book tour will no doubt be arranged, so that Mr. Pearlman can plug his tome and gin up the controversy. The Payton family may experience some discomfort at the sight of all their dirty laundry being aired, but there's money to be made.

Walter Payton was a normal human being who was put on a pedestal because he had certain physical gifts. Jeff Pearlman has exposed the feet of clay holding up the hero.

He's doing a good deed, by reminding us that the athletes we so admire are merely human.

It keeps things in perspective.

What troubles us is not that Walter Payton was flawed, but that someone is making a lot of money off the exposing of those flaws. Remember, it's not personal. It's business.

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