This peculiar marketplace entrance-performance is something that everybody has to do now.  William Faulkner didnt go around and meet ten publishers, who then participated in a heated auction that was publicized by Keith Kelly in the Post the next day.  Another publisher is even more blunt: The writer has got two or three years to make the money back.  If he doesnt, that big advance might be the last nickel he ever earns in the book business. 