More Southern Exposure

Back on July 28, Rodale president Steve Murphy was quoted in our news pages as saying that he expected the company's first #1 trade bestseller, The South Beach Diet, to sell more than 1.5 million copies in 2003. Obviously, he is not an executive given to hyperbole. In its seventh month, the book tops PW's charts and boasts five million copies in print. That is a long way from the 50,000 first printing back in April. The book has been in the lead position 14 times and has gone back to press 22 times; the most recent printing, coming off press in November, is 1.7 million copies. The huge increase since August is due to stronger orders from all outlets, particularly the mass merchants. Back in the summer, South Beach was stocked in only a few WalMarts; barely in Target and Sams; but chainwide at Costco. Now it is available chainwide at all these mass outlets, with very strong sales and huge reorders. Building on a very successful franchise, Rodale plans a companion book, The South Beach Diet Good Fats/Good Carbs Guide, in January and The South Beach Diet Cookbook—with more than 200 new recipes, including more from the famous chefs of South Beach—in April. A Spanish-language edition of The South Beach Diet will be available in January. —With reporting by Diane Roback