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ANNALS OF SUBTITLING.
I'm rather excited for Justin Fox's upcoming book, The Myth of the Rational Market. The problem is, it doesn't have a subtitle. And no one will buy a book that's too lazy to develop a subtitle. So go help Justin think one up. I'm sort of partial to Here Be Idiots: The Myth of the Rational Market, myself. Or maybe some play on "a fool and his money."
COMMENTS (18)
I CAN HAS CHEEZBURGER: The Myth of the Rational Market.
Posted by: Anonymous | November 20, 2008 12:15 PM
The Myth of the Rational Market: Buy this book or I'll shoot Alan Greenspan,
Posted by: FearItself | November 20, 2008 12:22 PM
FearItself, the subtitle should encourage people to buy the book.
Posted by: Andrew | November 20, 2008 12:30 PM
The Myth of the Rational Market: Why More Than Zero People Will Buy This Book Instead Of Getting It From The Library
Posted by: Cryptic Ned | November 20, 2008 12:50 PM
I would object to the comments that instead of offering a subtitle, offer a title, and make the title into a subtitle.
Except that the post itself opens the door to that precise abuse.
The Myth of the Rational Market: The Biggest Con in Economics.
Posted by: BruceMcF | November 20, 2008 12:57 PM
Amazon already has a subtitle for this: "The Myth of the Rational Market: Wall Street's Impossible Quest for Predictable Markets." Seriously.
Posted by: JO'N | November 20, 2008 12:57 PM
Heads in the Sand: the Myth of Rational Markets.
Posted by: Tim O'Keefe | November 20, 2008 1:11 PM
Market Liberation Theology: The Myth of the Rational Market
Posted by: Lab Partner | November 20, 2008 1:21 PM
I thought there was a law or regulation requiring the subtitles of all Political books to begin with the word "How" and ideally use "and" to create a run-on sentence: "How one overrated Ayn Rand novel ruined the economy, and what can you can do to fix it." or "How disingenuous hyperbole sells books and why that is publishing's last hope."
Posted by: Mark Kawakami | November 20, 2008 1:28 PM
I think his title is good enough that it doesn't need subtitling. Good titles are like that.
Posted by: Neil the Ethical Werewolf | November 20, 2008 1:31 PM
The Myth of Rational Markets, or An Inquiry Into a Wealth of Notions
Posted by: Jim | November 20, 2008 2:41 PM
I'm with Mark. How about "How we learned the lesson on our millionth try: never listen to a megalomaniac, even if she's hot."
Posted by: mark r | November 20, 2008 3:04 PM
The Myth of Rational Markets, or The Children's Crusade
Posted by: Billy | November 20, 2008 4:30 PM
Ezra, Justin Fox seems to buy the blame-the-union meme in his post here. What do you think? Do unions carry the larger share of the blame for the auto industry troubles?
http://curiouscapitalist.blogs.time.com/2008/11/19/are-the-detroit-three-wrapped-around-rons-gettelfinger/
Posted by: Tim | November 20, 2008 4:41 PM
Longer Than You Can Stay Solvent: The Myth of the Rational Market
Posted by: Tucker | November 20, 2008 5:54 PM
TMOTRM: Why we're forever blowing bubbles.
Posted by: James Wimberley | November 21, 2008 7:03 AM
Fools with YOUR money
Posted by: anonymous | November 22, 2008 9:12 AM
Personally, I detest subtitles, and putting the subtitle first is worse. Thus,
"The Myth of the Rational Market: The Biggest Con in Economics."
is bad, but
"The Biggest Con in Economics: The Myth of the Rational Market."
is worse.
Posted by: Anonymous | November 23, 2008 10:36 AM