 These criticisms have been ongoing ever since the list originated.A book industry report in the 1940s found that best-seller lists were a poor indicator of sales, since they were based on misleading data and were only measuring fast sales (see "fast sale" criticism below).A 2004 report quoted a senior book marketing executive who said the rankings were "smoke and mirrors"; while a report in "Book History" found that many professionals in the book industry "scoffed at the notion that the lists are accurate".