"The trick is drawing the kind of readers, and enough of them, to one's newspaper that advertisers (especially high-rollers) desperately want to reach," Philadelphia Inquirer book critic Carlin Romano patiently explains. "[USA Today, the Wall Street Journal, the New York Times, the Los Angeles Times, and the Washington Post] understand that book coverage, like all coverage of what smart, successful sorts do, draws society's most highly educated, likely-to-buy readers, a group that also skews wealthy. Having corralled those readers, the Times and Journal preeminently, and the others to a lesser degree, get Lexus and BMW and all sorts of nonpublishers to take ads." Right, that's what attracts those advertisers! Good thinking, Carlin. Maybe you should stick to writing book reviews... while you still can. [PI]