Lessons from a Bestseller

Diane Ravitch's new book is a runaway bestseller. Why? It has clearly struck a nerve. Love the book or hate it, you have to admit that its success points to widespread dissatisfaction with the current national debate on school reform. And that's a real problem for people who advocate reforms like choice and merit pay.
A big part of the problem is that the national media have been aggressively peddling a reductive view of school reform. Newsweek, Time, US News, ABC News, NBC News, the Washington Post and other outlets have been running stories they seem to have cribbed from the same set of notes. Those stories tend to depict grand battles between heroic "reformers" and a die-hard "establishment" that stands in the way of all that is good and holy.
The people who write these stories--and the PR groups that push them--seem to forget that the "establishment" comprises millions of people with diverse views. There are the teachers and principals who have worked doggedly to improve their schools in innovative ways but don't see their efforts acknowledged as "reform." There are the people who get accused of putting the needs of adults before those of children when they voice principled concerns about the small set of strategies to do get to bear the name of "reform" these days. And there are the many, many people working in and for schools every day who just don't see their own vision of quality reflected in the prevailing stories about school reform.
Those kinds of people are lining up to buy Ravitch's book. Policy and media elites should take careful note, because the reforms they advocate now will not fly if they alienate too many people with their combative PR tactics.
They may think they're aiming their attacks at the small share of teachers who are falling down on the job, or the curmudgeons who set themselves against any change to the status quo. But, in fact, they're catching many more people in their net--people they will sorely need as allies later on.
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I don't mean to be a wet
I don't mean to be a wet blanket, but please maintain some perspective on the sales of Ravitch's book. The Washington Post article you linked to doesn't quote numbers, but I wouldn't be surprised if its unit sales to date were less than 25,000. It doesn't take gangbuster sales to even make it to the top of the non-fiction best-seller lists. The biggest-selling non-fiction release so far this year, John Heilemann and Mark Halperin's trashy election history Game Change, was only moving 50,000 copies a week at its peak. The sell-outs simply reflect the fact that the publisher and retailers underestimated early demand, which given the book's subject, is hardly that surprising. You can probably count the number of copies most stores ordered on the fingers of one hand. It ain't Harry Potter or Twilight, or even The Closing of the American Mind (at least not yet).
Also keep in mind that national media people and upper-level government officials (past and present) all know each other socially. (The cliqueish nature of the Manhattan-DC media crowd is also why they're almost always on the same page with regard to education issues.) I wouldn't be surprised if Valerie Strauss, the author of the Post article, was friends with Ravitch and put that up there as a favor. The failure to quote hard sales numbers is a pretty good indication that the intent of the piece was to hype the book.
This certainly isn't to say that Ravitch's book is not of considerable interest. She's been on both sides of the education debate, and she probably knows more about the issues involved than anyone in the country. Anyone with an interest in education issues and policy would be remiss in not picking it up.
Robert Stanley Martin, I'm
Robert Stanley Martin,
I'm not sure what your point is here. That it isn't really a bestseller? That Valerie Strauss may have hyped the book as a personal favor?
If your point is the first, it has been a bestseller, both on Amazon and on other lists. I believe it was #10 on the Washington Post's nonfiction list earlier this month, before it sold out. (And that list is based on sales.)
Your second suggestion--that Strauss may have hyped the book as a personal favor--is unfair to both Strauss and Ravitch. Strauss has read the book closely and thoughtfully, as her commentaries and C-SPAN interview show. Whether or not they are friends (I don't know), her response to the book is genuine, informed, and insightful.
As for your suggestion that people in education all know each other and are therefore biased, well, then bias is everywhere, not only in education but in other fields. One hopes, however, for honesty from friends and colleagues. Good friends and thoughtful colleagues not only praise each other when praise is due, but also call each other out (and are often quite skilled at this, as they know each other so well). And many people, no matter who their acquaintances and colleagues may be, do not let social cliques or other groups decide their views for them.
As Claus points out, there is an awful lot of note-cribbing in the media--people just repeating what others have said without questioning the underlying terms and oppositions (such as "reformer" vs. "establishment"). But there are those who do not do this, and Ravitch and Strauss are among them.
My point is what I stated in
My point is what I stated in the first paragraph: Maintain some perspective about the success of Ravitch's book. I understand Claus's enthusiasm about the book, and from what I know of it, I largely agree. However, describing it as a "runaway bestseller," among other things, is misleadingly hyperbolic.
The term "bestseller" is, of course, a relative term, but it's best to be discriminating in one's usage. Otherwise, the word devolves into huckster talk and becomes all but meaningless. Being ranked tenth on a weekly category sales-tracking list is too low a bar for it to qualify in my view. I think most other people would agree.
I wasn't criticizing the educational community for group bias. I was making a tangential, parenthetical criticism of the national media. I'm sorry if that wasn't clear.
I was mistaken: it was #10 in
I was mistaken: it was #10 in politics, not nonfiction, on the Washington Post's "Political Bookworm" list for March 14, 2010.
I agree with you that terms like "bestseller" should be used carefully. In addition, I take early sales (or sales overall) of any book in stride; the importance of a book becomes clear over time, and sales do not always reflect it. But the early responses say something, too, as Claus points out. These includes not only the sales but the letters from teachers and others, the reviews, the interviews. It is clear, as Claus says, that the book has struck a nerve. The thoughtfulness of the letters says a lot.
I recognize that you were not denying the importance of the book, but rather questioning the use of the word "bestseller." While I agree with you in principle, I do not find that Claus or Valerie Strauss used the word in a misleading way. In Claus's post it serves as a "lede," with a link to Valerie Strauss's piece. And Strauss carefully qualified her use of the word, so that readers could see what she meant by it.
Does the bestseller status (however defined) really matter? Yes and no. Yes, the book is making a big impact, and there are reasons for this. No, the immediate responses are not everything by a long shot, and sales are only one aspect of the immediate responses. I am biased, but I believe the book's importance will show more and more over time.
I'm planning on reading
I'm planning on reading Ravitch's book (backordered like everyone else) not because I think her book is going to knock Twilight off the Best Sellers list, but because I think her perspective is important. Though I disagree with her, she represents an important set of voices in the conversation.
In many ways, she represents a counter revolution to the push from both the Bush and Obama administrations for greater accountability for adults (are you doing your JOB?), better measurement of progress for kids, and a general reduction in the number of job protections that exist for educators that are present usually only in socialist countries (and I do not mean "socialist" with any pejorative vitriol usually reserved for this term in the US, I really mean socialist countries!). I mean, where else in the U.S. do you get a practical lifetime guarantee of employment? As someone "in the trenches" on this front, I can tell you that even if you have a five foot stack of documents showing incompetence it takes months and six figures worth of school budget dollars to remove a poor teacher.
In some ways I think Ravitch's approach to accountability, tenure reform, and performance pay is the same as the current Republican leaderships approach to health care - a big "NO" carved in stone.
If folks like Ravitch, hardcore teachers' union leaders, and others who pine for the good old days (when schools really weren't that good in my opinion) don't find some way to be constructive in this conversation, they may find themselves in the same boat as the Republicans on health care - left behind and rudderless when the larger wave of reform rolls out and leaves them.
Claus is right in saying that we need to find ways to engage all these powerful voices in how we can make education better. We absolutely should be looking at tenure, accountability, and compensation reforms and in finding ways to work together on what these look like and its extremely important to recognize that in the end we all want the same things, great schools and great kids.
This is difficult when one side seeks a slash and burn complete revolution of the existing system and the other seeks an unyeilding and ultimately exhausting defense of the status quo.
Surely there is a better alternative.
I think the observation that
I think the observation that Claus offers is a good one. If you're paying attention to what educators respond to positively right now, (and if you're willing to allow an oversimplification), it's Ravitch, not Duncan. I just have yet to find a teacher, in personal connections or online reading, who says "Arne Duncan speaks for me. He's taking us in the right direction."
Duncan has said the right thing any number of times. He knows that he should say "multiple measures" in a speech, and knows that we want less punitive uses of test scores, and things like that. Then he praises the firing of an entire school staff, citing their test scores as evidence to justify the move.
If the so-called reformers really care about serving students well, wouldn't you think they would want to work more closely with the people who actually serve students?
Ravitch appeals to readers
Ravitch appeals to readers across the political spectrum because she presents a rock-solid core wisdom on what good education should be about. She's a little like Obama in how she appeals to our better angels and taps eloquently in core American values. By contrast, the "reformers" present only a palid vision of increasing student test scores on international comparisons. They have money and power, and they may be earnest, but they cannot ignite the spark, as Ravitch can, when our head connects with our heart. That moral authority makes her a powerful force. If Obama were smart -- and I think he is -- he would very quickly make her a key advisor.
Robert, I think you offer a
Robert, I think you offer a very useful caution about the word "bestseller." It is good to keep that in mind. I think Diana did a better job than I did of putting the book's sales in true context. Suffice it to say that it has had a very robust early response, exhausting a printing in less than a week. That pattern, it seems to me, suggests a lot of early interest. Does this mean millions are hanging on Ravitch's every word, as I may have suggested in my posting? No. But there are quite a few people out there looking for an alternative narrative to the one most common in the media.
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