Paid Reviews Not Welcome in Valhalla

In today's Business Day section of the New York Times, an article told Todd Rutherford's story. Rutherford built a business, GettingBookReviews.com, by providing positive book reviews for a price. At its height, the business pulled in approximately $28,000 per month. Regardless of the book's quality, Rutherford and his minions always provided a positive and often stellar review. Perhaps it is simply a by-product of the information age. Consumers have massive amounts of information to digest and little time to do it. Rutherford and his ilk offer the equivalent of a digestiv to keep the consumer from getting informational indigestion. It is in fact a sugar-covered placebo luring the reader into a false sense of well-being. Over the last several years, we have seen investment banks, ratings agencies and government regulators offer dishonest assessments of economic instruments with catastrophic consequences. It is often tempting to cut corners, but we at Valhalla Press feel that markets depend on integrity, that what the seller tells the buyer is true, that the buyer knows that a review is coming from a disinterested third-party, not the writer's shady shill. Our policy is to immediately terminate our contract with any writer who pays for reviews. We owe the readers who purchase our books nothing less.