BOOK OF THE WEEK
TikTok post sends UNM Press book to Amazon's top spot
A viral video sparked overwhelming demand for 'The Weighty Word Book,' forcing publisher to order 80,000 copies to keep up
The front cover of 鈥淭he Weighty Word Book鈥 appears in the Children鈥檚 Backlist section of the University of New Mexico Press鈥 Summer 2026 catalog.
Every three years or so, the press has reprinted enough copies of the book to meet steady demand.
Until one day in May 鈥 long after the catalog was printed 鈥 a literary lightning bolt hit.
There was a sudden surge in requests to buy 鈥淭he Weighty Word Book.鈥
The surge was so powerful that orders outstripped on-hand supply.
鈥淲e were struggling to meet the demand because the inventory we had in stock was exhausted overnight,鈥 James Ayers, the press鈥 assistant director for editorial design and production, said in a phone interview.
Ayers hired a printing company to help the press manage the short-term, shipping copies weekly. Another printer was hired to help meet anticipated long-term needs.
It鈥檚 delivering larger quantities to the press every six or seven weeks, he said.
鈥淲e鈥檙e doing both at the same time but with different strategies,鈥 Ayers said.
鈥淲e have been constantly playing catch-up to meet the orders. We are looking to the point where we will be flush on inventory.鈥
Since that surge occurred, the press has sold 鈥渢ens of thousands of copies,鈥 he said.
Currently, 鈥淭he Weighty Word Book鈥 is the No. 1 bestseller on Amazon for Children鈥檚 Literary Criticism & Collections.
鈥淚t鈥檚 the best thing I鈥檝e seen in my time at the press,鈥 Ayers said, who has worked for UNM Press for 13 years.
鈥淲e have a handful of titles on our backlist that move quite well, and we print large quantities regularly. But the press has never experienced anything like this,鈥 he said.
What sparked this skyrocketing demand for 鈥淭he Weighty Word Book鈥?
Credit a posting by Eli McCann of Salt Lake City.
McCann, who writes a humor column for a local Salt Lake newspaper, posted a video on his TikTok channel, asking if anyone knew a book title that he couldn鈥檛 remember.
On the posting he described the book and said his eighth-grade English teacher, Mrs. Yates, loved it and shared that love with her students.
McCann was flooded with replies about the book鈥檚 title, and he bought his own copy.
That triggered a viral internet phenomenon that UNM Press had not previously experienced: Thousands of people wanted to buy the book.
鈥淥ur production department started getting inventory very, very quickly. They got 10,000 copies,鈥 Don Redpath, UNM Press鈥 sales and marketing manager, said.
鈥淭hat helped keep the pipeline full.鈥
Purchase requests continued growing, and by the middle of July, UNM Press ordered a printing of 80,000 copies.
鈥淧rinting 80,000 books is a substantial step for UNM Press. We are contemplating our next steps,鈥 Redpath said.
Three people co-authored 鈥淭he Weighty Word Book鈥 鈥 Paul M. Levitt, Douglas A. Burger and Elissa S. Guralnick 鈥 and they collaborated on the book when they were professors in the University of Colorado鈥檚 English department.
The book was first published in 1985 by Bookmakers Guild of Longmont, Colorado, in association with the University of Colorado Foundation.
After two years, Bookmakers closed its doors. Two of the authors, Levitt and Guralnick, working out of Levitt鈥檚 basement, formed a corporation to continue selling the book.
Over the next 10 years, they sold maybe 30,000 copies, Guralnick said in a phone interview.
鈥淒uring that time,鈥 she said, 鈥渢he book developed a large and devoted audience, especially among teachers and librarians.鈥
The three of them, she said, conceived it as 鈥渁 fun book.鈥
鈥淲e wrote it as a book for children (of all ages) and their parents, and to get them to think about 鈥榖ig words鈥 in a humorous way,鈥 and not strictly for classroom instruction, Guralnick said.
Reviewers have praised the book as a good vocabulary builder.
Each of the 26 鈥渂ig words鈥 in the book is linked to a letter of the alphabet, like 鈥淏 for Bifurcate,鈥 鈥淚 for Ingratiate,鈥 鈥淢 for Misdemeanor鈥 and 鈥淯 for Ubiquitous.鈥
A short, funny story accompanies each of the 鈥渂ig words.鈥 The last paragraph of each story concludes with cute wordplay that leads to the meaning of a 鈥渂ig word.鈥
Attractive illustrations, created by Caldecott Honor winner Janet Stevens, helped bring the book to the attention of elementary-school teachers and their students, Guralnick said.
鈥淚 am happy for the authors, grateful to Eli McCann and pleased that Simon & Schuster, our distributor, has partnered with us in a proactive way,鈥 Redpath said.
鈥淲e are always looking for strong regional titles.鈥
Guralnick, Levitt and Burger also wrote a sequel, 鈥淲eighty Words, Too,鈥 in the early 2000s. UNM Press acquired the rights to that title in 2009. It, too, is in print and is selling well but not through the roof, according to a UNM Press publicist.
鈥淲eighty Words, Too鈥 is currently No. 3 on Amazon鈥檚 bestseller list for Children鈥檚 Literary Criticism & Collections.