It's baaack. Guinness World Records, which has been a regular fall tenant on PW's lists since 1999, shows up this week in its 2004 incarnation. Published in 100 countries in 20 languages, this ultimate compilation of staggering statistics includes such diverse "categories" as Youngest Solo Transatlantic Sailor (at age 15 years and 362 days, Sebastian Clover of the U.K. sailed from Tenerife in the Canary Islands to Antigua); Longest Skateboard Rail Grind (21.32 feet, performed by Christian Pujola Hernandez on November 22, 2001); and Highest Paid Television Guest Star (Matthew Perry, for an April 2002 episode of Ally McBeal, got $765,900). This edition's launch began with a week-long Today stint, reaching more than 20 million viewers over the five-day period. On August 26, Entertainment Tonight announced to its more than seven million viewers the celebrities listed in the 2004 version. A further sales boost came from Reuters and the AP, which did pieces on the latest celebrity dish. In addition, the book will be promoted in select markets with 30-second and 60-second TV spots to attract the book's key audiences: mothers and young boys. First printing: a cool one million.
—With reporting by Dick Donahue