Even though a whopping 62% of you believed that publishing a parody of the multi-million selling self-help mismash The Secret would happen too late to be relevant, let alone funny, Nation Books is banking that the bandwagon will still be rolling in July. That’s when they will publish comedian, journalist and playwright Jim Gerard‘s WHO MOVED MY SECRET?, which reveals “The Ancient Wisdom That Tells You It’s OK to be Greedy and that Bad Things Only Happen to Good People Who Vibrate on the Wrong Frequency.” Aside from having one of the longest subtitles in recent memory, Gerard’s book, according to the accompanying press release, will “explain the real ‘Law of Attraction,’ which means that if you’re gullible enough to believe in it, The Secret folks will be attracted to your credit card number.” For those keeping score, that’s one parody proposal signed, with two more to go…

Publishers Lunch reported late yesterday that the Avalon Publishing Group, which includes Carroll & Graf, Shoemaker & Hoard, Seal Press, Thunder’s Mouth Press, Nation Books, Marlowe & Company and Avalon Travel Publishing, has signed a letter of intent to be acquired by the Perseus Books Group. (AP picked up the story this morning.) Terms were not available, but Avalon is said to have been generating about $32 million annually. Charlie Winton, Avalon’s president (and former PGW founder) will stay in place during a “transition period” and then will serve as a consultant to Perseus, including advising on “how to further develop Perseus’ client services business through which Perseus provides sales and distribution services to independent publishers.”

Since Avalon was one of the most high-profile clients of Publishers Group West, this is big news -and it remains to be seen, as Michael Cader pointed out, what this news means for the rest of PGW’s 150-odd publisher clients. Make what you will of Perseus CEO David Steinberger‘s comments in his statement about the new deal: “Charlie and I are already working together on a proposal to AMS, PGW and PGW clients, all of whom are facing a very challenging situation. We have talked to a number of clients and we are in discussions with AMS.” Winton says, “We think a path can be found that would benefit all parties. Because of its two distribution lines – Consortium and Perseus Distribution – Perseus is ideally positioned to lead this initiative.”

For Winton, the sale to Perseus marks the end of a five-year odyssey with AMS that began in 2002 (and included his replacement as PGW’s head by current CEO Rich Freese in 2003.) And as Pat Holt (of Holt Uncensored fame) predicted back when AMS bought PGW, “this marriage between distributors with conflicting philosophies is going to hit some purty stormy patches.” Did it ever – and Winton’s necessary defection may well signal even more defections, whether to Perseus or to different distribution waters. This morning, the anonymous Radio Free PGW blog added its own take on the story with a part history, part obituary of PGW as it once was.