Novel of faith spreads

Word of mouth boosts 'The Shack'

Eckhart Tolle may have Oprah Winfrey, but "The Shack" has people like Caleb Nowak.

Nowak, a maintenance worker near Yakima, Wash., first bought a copy of "The Shack," a slim paperback novel by an unknown author about a grieving father who meets God in the form of a jolly African-American woman, at a Borders bookstore in March. He was so taken by the story of redemption and God's love that he promptly bought 10 more copies to give to family and friends.

"Everybody that I know has bought at least 10 copies," Nowak said. "There's definitely something about the book that makes people want to share it."

Thousands of readers like Nowak, a regular churchgoer, have helped propel "The Shack," written by William P. Young, a former office manager and hotel night clerk in Gresham, Ore., and privately published by a pair of former pastors near Los Angeles, into a surprise best-seller. It is the most compelling recent example of how a word-of-mouth phenomenon can explode into a blockbuster when the momentum hits chain bookstores, and the marketing and distribution power of a major commercial publisher is thrown behind it.

Just over a year after it was originally published as a paperback, "The Shack" had its debut at No. 1 on the New York Times trade paperback fiction best-seller list on June 8 and has stayed there ever since. It is No. 1 on Borders Group's trade paperback fiction list, and at Barnes & Noble it has been No. 1 on the trade paperback list since the end of May, outselling even Tolle's spiritual guide "A New Earth," selected by Winfrey's book club in January.

Its publisher, Windblown Media, a company that was formed expressly to publish "The Shack" in May of last year, estimates that the book has sold more than 1 million copies. According to Nielsen Bookscan, which usually tracks about 70 percent of sales, the book has sold about 350,000 copies, although those numbers do not include sales at stores like Wal-Mart or direct sales from the publisher's Web site, theshackbook.com, which may have accounted for an unusually large percentage of the book's sales.

A little controversy

Early in the novel the young daughter of the protagonist, Mack, is abducted. Four years later he visits the shack where evidence of the girl's murder was discovered. He spends a weekend there in a kind of spiritual therapy session with God, who calls herself "Papa"; Jesus, who appears as a Jewish workman; and Sarayu, an indeterminately Asian woman who incarnates the Holy Spirit.

Sales have been fueled partly by a whiff of controversy. Some conservative Christian leaders and bloggers have attacked "The Shack" as heresy. The Rev. R. Albert Mohler Jr., president of the Southern Baptist Theological Seminary, devoted most of a radio show to the book, calling it "deeply troubling" and asserting that it undermined orthodox Christianity. Others have said the book's approach to theology is too breezy to be taken seriously.

Brad Cummings, a former pastor and the president of Windblown, said the company, which first shipped books out of his garage, spent about $300 in marketing. Word of the book ripped through the Christian blogosphere, talk radio and pulpits across the country. "People would call back, asking for a dozen or a case," Cummings said.

Young, who is known as Paul, said he had written "The Shack" as a gift for his six children. The shack was a metaphor for "the house you build out of your own pain," Young said in a telephone interview from the Phoenix airport on his way to a reading.

He said he had suffered sexual abuse in New Guinea as the child of Canadian missionaries. After an extramarital affair 15 years ago, he said, he spent a decade in therapy, trying to earn back his wife's and family's trust.