This weekend brought us the first iteration of the smaller, cuter Times book review. Last week we learned that the bestseller lists were being revamped and expanded, at the cost of one editorial page, in an effort to appeal more to advertisers. But who's actually placing ads in those pages?

We'd always thought, based on cursory flips through the Review and a few years of working in publishing, that putting an ad in the Times was mostly something mainstream publishers did in order to appease diva authors. Most of the ads have always seemed to us to be for books on tape and books selfpublished via iUniverse and for Bose speakers. So we had Intern Mary tally up the ads in three consecutive Reviews. And:

Who's Advertising In the 'New York Times Book Review'?

We were right.