By SAMANTHA ETTUS
Scripps Howard News Service
8-FEB-06

Unless youve been buried under a stack of books recently, you have probably heard a bit about the James Frey publishing scandal.  Frey, author of the bestselling book A Million Little Pieces, stunned his fans, the publishing world, and his former champion Oprah Winfrey when it became clear that his memoir mixed fact with fiction.  What makes this story so compelling and enduring is the role of Oprah, American royalty and a larger than life figure who, until now, has been almost immune to bad press.  So its a shock that the recently unknown Frey has become powerful enough to pose her a threat. 

A Million Little Pieces, the story of Freys battle with addiction and subsequent recovery, was published as a non-fiction hardcover in 2003 and in paperback the following year, a triumphant account in the eyes of readers and critics alike. But significant commercial success came to Frey only last fall when Oprah endorsed his tome as a selection for her book club, propelling it into the publishing stratosphere as only she can do.  With Oprahs wind at its back, Freys book sold over 3 million copies.

Then last month, without warning, scandal hit with the force of a hurricane. An online reporter who dug deeper into Freys memoir unearthed numerous inconsistencies, including patently fictionalized accounts of his escapades.  Had A Million Little Pieces contained a disclaimer stating that it was based on a true story, Frey would have been in the clear. But because he represented his work as straight non-fiction, Freys life came, ironically, to resemble his books title.  Now, Freys movie deal with Warner Brothers is reportedly in jeopardy, as are two unwritten books remaining under the contract with Freys publisher.  Still, while many assert that Frey is ruined in both Hollywood and publishing, I believe this perception is bound to diverge from reality.

When Oprah brought Frey back on her January 26th show to publicly scold him and make clear that she and her readers felt duped, she simultaneously washed her hands of the controversy and put Frey firmly in the penalty box.   Since then, buoyed by the fiery publicity, A Million Little Pieces has resurfaced in the number one slot on The New York Times bestseller list, once again proving that America loves a scandal and eagerly embraces stories of redemption, whether fact or fiction.  Fittingly, Frey is now experiencing another fall, this time in the court of public opinion.

To predict what may become of Frey, it is instructive to look back at analogous pop culture scandals.  Lets take Milli Vanilli. Fans were deceived into believing the momentary pop stars were singing their own music, and when the lip-synchers were discovered, they never recovered in the public eye. One half of the duo even resorted to taking his life. Frey is not likely to succumb to such a tragic and merciless fate; he did write his own words after all. A perhaps more telling example is Ashlee Simpson, who also fell victim to the lip synching trap last year when she was caught mouthing the words to her own song on Saturday Night Live. Incongruously, Simpson not only has become a bigger star since the offense, but was invited to return to the show to redeem herself by actually singing her song live.  Still, despite the promise of salvation found in this encouraging example, because Freys actions are perceived as more ethically reprehensible, his recovery, though inevitable, will take far longer than that of the pop star. 

Perhaps the most heartening parallel for Frey is the resurgence of Martha Stewart.  After a full fledged public flogging, Stewart returned stronger and more well-liked than ever before, and that was after breaking the law.  Stewarts rise, fall and subsequent resurrection provide an important window into what Freys future might hold.  Americans cant get enough of a comeback story, relishing in bringing down heroes and helping them rise up again. 

So if James Frey were to seek my advice, what would I tell him? To lay low for a while and write. Make no further public statements. Offer no more apologies. (Your new authors note in subsequent book printings will suffice just fine.) At the end of the day, true or not, your story has been an inspirational one for countless recovering addicts and others who saw a glimpse of their own pain in yours.  And at 33 years old, you have a potentially enormous career ahead of you.  When you reemerge from self-imposed exile, the publics short term memory will prevail and you will have a chance to reinvent your image with your new literary works.  By then you will have lived through a real recovery and redemption, one witnessed by all of America and the veracity of which nobody can call into question.

Remember: the most dependable road to the top is to treat your brand as your greatest asset.
 
(Samantha Ettus new book, "The Experts' Guide to Life at Home" (Random House) is now in bookstores. She welcomes your questions and comments at Samantha@celebrityassets.com.)