I Wanna Know About the Mystery Dance!

HarperCollins is still keeping a tight lid on William Morrow’s Title to be Revealed, but PW Daily has worked the process of elimination and gotten Morrow publicist Debbie Stier to concede that it’s not, as one early rumor had it, “a White House exposé from a former member of the Bush administration.” More importantly, though, reporters Rachel Deahl and Kevin Howell discuss the skepticism among booksellers about the embargoed title. As one bookseller says, “We have been repeatedly burned on supposedly mediagenic leaking books where they let too much air out of the balloon.”

So far, we haven’t heard a convincing counter-theory to yesterday’s guess that the book’s going to be about Michael Jackson, but I think we’ve got the author pinned down to one of two candidates among Morrow’s star performers. If it’s simply a celebrity scandal, then Christopher Andersen is the leading candidate—and a perfect fit for a Jacko tell-all—but if there’s murder involved, Mark Fuhrman comes into play. One potential hitch: Both authors had books come out earlier this year.

Join Baratunde Thurston (left), The Onion’s Director of Digital and author of How to Be Black, for an entertaining look at creative social media campaigns in our Social Media Marketing Boot Camp starting this Thursday, February 16. Other speakers include Morin Oluwole (Facebook), Michael Brito (Edelman Digital), and Tim Devane (bitly). Register now.