I, Libertine - Making the [Bestseller] List
By Joyce Brabner
June 1, 2000
Late-night radio yarn spinner Jean Shepherd was convinced that the New York Times Best Seller List was a sucker's game. He decided to test his theory.
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In 1956, the midnight monologist convinced listeners to ask bookstores for a book that didn't exist. Callers suggested the title: I, Libertine by imaginary author Frederick R. Ewing. Shepherd created the plot and author's bio. Set in England during the 1700s, the historical novel, by an "expert in 18th century erotica," detailed the adventures of Lance Courtnay, courtier and Casanovian rakehell. Ewing was British, Shepherd decided, a BBC radio personality and former World War II commander turned civil servant now living in Rhodesia. Published by a Cambridge University press, he even had a wife, Marjorie, "a horsewoman from the North Country."
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Distributors called Publisher's Weekly. The definitive trade mag wrote up the buzz about I, Libertine and it was soon listed in the New York Times Book Review. More articles appeared. There was a backlash. The book was banned in Boston by the Legion of Decency because of its "racy" content — and defended vigorously. College listeners in on the gag submitted apparently erudite research papers on Ewing. The Philadelphia Public Library catalogued the imaginary author, prompting Shepherd to declare "My God! Maybe there was no Chaucer! It could've been some guy 400 years ago, putting on the whole world!"
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[A]s weeks passed, the book attracted international interest. More articles appeared and worldwide bestseller lists touted the fake novel.
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A Wall Street Journal reporter finally called WOR about Shepherd's open secret and a front-page story appeared the next day, creating a second media sensation.
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Ballentine finally did publish I, Libertine. Shepherd and science fiction author Theodore Sturgeon met and decided to team together as "Ewing." All profits went to charity. "Turbulent! Turgid! Tempestuous!" It was a best seller, of course.
That is a fascinating history. FReegards....