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The Hottest Business Book
Daisy Maryles, with Dick Donahue -- 2/2/98
Nineteen-ninety-seven was quite a year for Longstreet Press, thanks to The Millionaire Next Door by Thomas J. Stanley and William D. Danko. Published in fall 1996 with a modest 20,000-copy first printing, the book was featured in a Wall Street Journal article that caught the eye of Rush Limbaugh, who read the WSJ story on his show. More media attention placed the book on the national charts by the end of January, with about 100,000 copies in print. This was enough to get Longstreet to invest another $100,000 in the book, and the authors opted for print media, turning down a lot of electronic media (including Oprah). By September, the in-print figure was up to 550,000. And now with Thomas Stanley's mid-January Oprah appearance, it looks like the book's audience is about to expand again. It now boasts 700,000 copies in print and it's shooting up the charts. It made it to #5 on the USA Today last week and it's at #2 on PW's current hardcover chart-the highest it has been to date.

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