Want to popularize a book? Ban it.
From papyrus to vellum to paper to e-books, two principles of publishing have not changed over the centuries:
1. Churches can't resist the temptation to condemn books.
2. Nothing boosts book sales like condemnation by a church.
Who, after all, would have read Sister Margaret Farley's "Just Love" if the Vatican hadn't censured it this week? The Catholic Church delivered the nun's treatise on Christian sexual ethics from the wilderness of obscurity into the promised land of fame. For any book publicist, such denunciation is an answer to a prayer. On Amazon's Web site, "Just Love" immediately ascended from No. 142,982 to No. 16.