Such a positive read was not entirely expected, "especially inlight of the soft retail environment," acknowledged Steve Riggio,CEO, during a third-quarter conference call. Following the PR thatsurrounded J.K Rowlings' release of the final Harry Potter book inthis year's previous quarter, he said, "we were prepared for aquiet period.

"You can't bank on extensive media coverage," he explained. But,books and authors got a lot of it during third quarter. Riggiosaid, "the Oprah effect was stronger than typical," and he alsocredited CBS' 60 Minutes, and Comedy Central's Jon Stuart of theDaily Show and Stephen Colbert of the Colbert Report for good 3Qpublicity.

Colbert's "I Am America (and So Can You!)" is among thequarter's best sellers. On her show, Oprah Winfrey supplemented herusual list of book recommendations with plugs for Stephanie Meyer's"Eclipse," which Riggio said was the fastest-selling teen bookintroduction in history; Jessica Seinfeld's "DeceptivelyDelicious," and Cathie Black's "Basic Black."