Why Did ResultSource Need David Jeremiah's Ministry to Help Get Mark Driscoll on the New York Times Best Seller List?

In June 2011, Kevin Small wrote to then Mars Hill Church executive elder Jamie Munson to provide details about how ResultSource could get Mark Driscoll on the New York Times best-seller list. He gave him the details of what later was reduced to writing in the contract signed by Sutton Turner on behalf of Mars Hill Church. However, there was a detail or two not included in the contract which brings another evangelical figure — David Jeremiah — into the spotlight. Small told Munson:
Although I mentioned this memo last week, I didn’t understand at the time the role Paul Joiner plays at David Jeremiah’s ministry, Turning Point. According to Turning Point’s most recent 990 form, Paul Joiner is the higher paid member listed on Jeremiah’s staff, with the title Director of Creative Services. Joiner is often lauded by Jeremiah in his books, including his most recent book, Agents of the Apocalypse, now sitting at the top of the New York Times best-seller list in the Religious, Spirituality and Faith category. In the Acknowledgments section of the new book, Jeremiah wrote:
Why did Kevin Small pitch David Jeremiah’s Director of Creative Services to help Mark Driscoll and Mars Hill Church scam the NYT best-seller list? To address that question, I asked Mr. Joiner via his Twitter account to contact me regarding Result Source. He did not reply. It is certainly possible that Joiner played no role in Driscoll’s campaign, but it is intriguing that Small felt he could drop Joiner’s name to pitch the best-seller campaign to Mars Hill’s executive elders.
Driscoll took much heat for using writing and research assistance, as well as using ResultSource to propel one book to the top of the NYT best-seller list. However, it now appears that Driscoll was a light weight compared to David Jeremiah’s nearly $40 million per year media empire. Over the years, Jeremiah has used various writers (e.g., Beau Sager, Rob Suggs) to help turn his sermons into books. He then has used Kevin Small and Paul Joiner to turn several of those books into best-sellers.
Jeremiah’s media empire is vast enough that he may not now require Kevin Small’s help. He could probably put out a book of pictures of his family pets and it would go to the top of the charts given the number of people on his mailing list who will commit to purchase his materials pre-launch. However, was the way paved by the same methods that caused Driscoll so much trouble? For now, no one at Turning Point is talking, and it is unclear if anyone in the Christian media will investigate.
See my article today at the Daily Beast on this topic for an overview of the work from the past week.

Did David Jeremiah Use ResultSource to Make the New York Times Bestseller List?

During the week of October 21, 2012, David Jeremiah’s book God Loves You debuted at #5 on the New York Times Hardcover and Advice Bestseller List. It remained on the list for four weeks falling off the list during the week of November 18. In the Acknowledgments section of the book, Jeremiah credited ResultSource CEO, Kevin Small, for being the genius behind the plan to get the book “before as many readers as possible.”
As we now know, in the case of former Mars Hill pastor Mark Driscoll, working with Small to market his book meant buying his way on to the bestseller list. Mars Hill’s contract with ResultSource called for the purchase of thousands of books in ways that made it appear that the books were being purchased by individuals. Did David Jeremiah, his church, or his Turning Point ministry make a similar arrangement? I asked Turning Point three times about this beginning early last week but received no answer.
According to an internal Mars Hill Church memo on ResultSource I have obtained, ResultSource CEO Kevin Small outlined the details of the preparation for a New York Times Bestseller campaign to Mars Hill Church’s executive elders in June 2011. One part of the strategy was to set up a website to solicit donations in exchange for a book. The pitch in the case of Real Marriage was that the Mars Hill Church member could donate over $25 to get a free book with any profits going to the church. However, since the books had to be purchased at retail, not much actual profit went to the church. Mark Driscoll’s staff warned about how it would look if the ResultSource deal was ever discovered.
According to the same memo, Kevin Small told Mars Hill executive elders that he would contact Turning Point’s* Paul Joiner to “provide the insight into constructing a donor campaign that will result in a higher donation than book cost.” Mars Hill constructed such a donor campaign, even though, according to insiders, very few donations were made which meant that many books had to be purchased by Mars Hill at retail cost via ResultSource. Since Kevin Small called on Joiner to help Driscoll with a bestseller campaign, Joiner apparently has experience doing it. David Jeremiah credited Joiner with “incredible creativity” to drive the process, and Small, who Jeremiah has worked with since at least 2006, with the “genius behind the plan.”
An unanswered question is: What was the plan? We know what Driscoll did; did Jeremiah do the same thing? He hasn’t answered.
I have obtained information which indicates that other Christian authors have used ResultSource to crack the NYT list. I will post more on this topic throughout the week. I also have reaction from a Christian publisher and the New York Times.
*Turning Point is David Jeremiah’s broadcast ministry.
(An earlier version of this post was published by mistake. I regret the confusion)