They said it, so it has to be true.

There is one almost surefire route to success in conservative publishing — Zettersten says books by well-known personalities on Fox TV or talk radio, with a "take no prisoners" brand of politics often end up the best-seller list. 

"If you are a polite voice in this market you really don't get listened to," Zettersten says. "We've certainly published our share of polite conservative books and they just don't sell as well."