Neat trick if it works

Galleycat reports that the US firm William Morrow (part of HarperCollins) is seeking to persuade booksellers to order, in advance, a book which so far has no stated author, no title, and no subject matter. Publishing date is 12 September. Here's the one-sheet advance info:

Just Announced from William Morrow - On-sale September 12, 2006

Title and Author to be Revealed Upon Publication

A world wide publishing event, this book will make headlines around the world. A shattering, provocative and mesmerizing true story, it will receive major national media attention here in the U.S. in addition to making news around the globe.

This will be the must-read-tell-all book for Fall!

Title to be Revealed by Author to be Revealed is scheduled for a One-day Laydown on Tuesday, September 12th

Key selling points:

* The subject matter of this book will make news all over the world - with details and information never-before-revealed from a proven author who will [?tell] the story everyone wants to hear. This is the book everyone will be talking about!

* Major national publicity will be confirmed - and as soon as the details of this sensational story are officially released, there will be much more to follow!

Title to be Revealed
By Author

ISBN: 0-06-113895-9
Price: $25.95 ($31.95 Can.)
320 pages; 6 x 9
3 8-page color inserts
One-Day Laydown September 12, 2006

Clues to what it's all about: The book can apparently be described as Biography and Autobiography and Childhood Memoir. Ron Hogan of Galleycat speculates that this means it's about Michael Jackson -- and it won't be flattering.

My own two pennorth: Note that bit about 'a proven author'. How about Macaulay Culkin? He's a long-time acquainance of MJ, and he's written a book too. OK, so it's not much of a book, but it was a book, right?

Speculation will continue. Which is exactly what the publisher is hoping for.