Of course the other part of that game is that after somebody buys up a bunch of those doorstops and distributes them around, the book rises on the bestseller lists.
Proof that the author is a serious man.
The JFK campaign was the template for things to come with TV and photos and "Profiles in Courage" which I believe won a Pulitzer (generally agreed to have been at least partially ghost written). Old Joe even got his Hollywood friends to do a movie on PT 109.
The exception being that it was mostly family money so no expectations of favors involved.