Shortly before the Cato Institute published Gridlock, Knopf published a similar book called Traffic by a writer named Tom Vanderbilt. The two didn’t cover exactly the same ground: Traffic focused on the physics of congestion while Gridlock focused on the institutional issues around transportation. But I noticed that Traffic received far more reviews and mentions in major newspapers and magazines than Gridlock.
American Nightmare, my next book, got even less attention. Part of the problem, I was told, was that book reviewers didn’t take Cato seriously as a publisher. I wanted to change that, so I asked Cato’s book editor, John Samples, and Cato’s marketing director, Bob Garber, how I should write a book that would sell better.
“Tell stories,” they said. People like stories. Gridlock and American Nightmare both delved deep into history, the latter going back a thousand years to look at housing and property rights. But the stories these books told were impersonal. Continue reading
