The New Economics

by Daisy Maryles -- Publishers Weekly, 4/25/2005

Here's what the Wall Street Journal said about Steven D. Levitt, author (with Stephen J. Dubner) of the new bestseller Freakonomics: A Rogue Economist Explores the Hidden Side of Everything: "Levitt is famous not as a master of dry technical arcana but as a maverick treasure hunter who relies for success on his wit, pluck and disregard for conventional wisdom." These are not the usual descriptives for an economist. In-house enthusiasm at Morrow has been high—at least six months leading up to publication were spent spreading that enthusiasm in the marketplace: extensive ARC mailings to people inside and outside the book industry, a massive blog outreach, e-streaming video of the author, and book mailings to every member of Congress. Morrow has gone back to press eight times and currently has 130,000 copies in print. On the schedule is an appearance on The Daily Show and several NPR interviews. Beginning in early June, the New York Times Magazine will feature a column by Levitt and Dubner called "Freakonomics."