The Corner

Speaking of Double Down

If you’ll forgive — or even if you won’t! — some cannibalizing of the Goldberg File (subscribe here), I love the title Double Down: Game Change 2012. As I put it in my “news”letter:

I haven’t read Double Down: Game Change 2012, though I might. Honestly, it’s the kind of book I count on my wife to read so she can just tell me the fun stuff.

But as someone who has grappled with publishers about book titles more than you might think, I can’t stop laughing about the title. I’m sure the publishers figured they couldn’t let go of such a great brand name as “Game Change” — after all they got a really crappy HBO movie out of it! (Note: This is not open to debate. Any movie that depicts Steve Schmidt as a latter-day Thomas More is by definition craptacular.)

“Game Change” as a title was dangerously close to a ridiculous cliché to start. But after it became a bestseller/stoopid movie the term became absurdly trite. By keeping it in the subhead after “Double Down” it’s like they’re literally doubling down on the triteness. I can only hope they keep this party going for decades to come. Some ideas:

Outside the Box: Double Down-Game Change 2016.

This Sh*t Just Got Real: Outside the Box, Double Down-Game Change 2020.

Don’t Go There: This Sh*t Just Got Real Outside the Box, Double Down-Game Change 2024.

Oh No She Didn’t! Don’t Go There: This Sh*t Just Got Real Outside the Box, Double Down-Game Change 2028.

I’ve Fallen and I can’t Get Up! Oh No She Didn’t! . . . Oh, you get it. You can play along at home.


Jonah Goldberg, a senior editor of National Review and the author of Suicide of the West, holds the Asness Chair in Applied Liberty at the American Enterprise Institute.

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