How Oprahness Trumped Truthiness (Published 2006)

Correction Appended

FOOL millions, make millions. Fool Oprah, lord help you.

James Frey, the author of "A Million Little Pieces" -- which could yet become the first book ever to lead both the fiction and nonfiction best-seller lists -- reported to the set of "Oprah" on Thursday to complete his public abasement. Ms. Winfrey turned on him with calculated efficiency, using him to mop up the floor and clean up her reputation at the same time.

She did not stop there, going on to lecture Nan A. Talese, the head of Doubleday, about the need for the book industry to be more careful in choosing what to stand behind -- good advice, from someone who should know. Her show was a tutorial in how to take responsibility and deflect it to others at the same time; by the end, the truth and Ms. Winfrey were aggrieved in equal measure.

But the battle cry to reform the book industry was really just an effort to repair the specific damage to Ms. Winfrey's own lustrous brand. Last year, Ms. Winfrey had put some Oprah's Book Club lightning on "A Million Little Pieces" and it ended up selling 3.5 million copies. Even after the Smoking Gun (www.thesmokinggun.com) blew giant holes in Mr. Frey's version of his life, Mr. Winfrey continued to defend him -- calling in during "Larry King Live" in his defense -- until it was clear that it was not just his reputation that was taking a pounding.

How was it that "A Million Little Pieces" came to pose an asymmetric threat to both the book industry and Ms. Winfrey? The book never seemed to be a big issue among people I talked to who were recovering from addictions -- most of them thought he was full of beans. But for a broader aspirational audience, his triumph over addiction was both unbelievable and totally believable.

And no one knows the cycle of triumph, abasement and rehabilitation better than Ms. Winfrey, who embodies bootstrap excellence. Perhaps that may be part of the reason she fell so hard for James Frey, who threw off his chains without, as Newsweek pointed out, any of those "wussy 12-step programs."

ALTHOUGH Mr. Frey, unlike Ms. Winfrey, was a child of privilege who had to walk a long way to find trouble and inflict it on himself, his book's underlying message about the strength of individual will and stubbornness -- he seemed to sober up out of spite more than anything else -- was too compelling to put down for Ms. Winfrey, who had been told that she was doing it the wrong way ever since she started to build her media empire.