When Burns's documentary aired in September 1990, Foote appeared in almost 90 segments, about one hour of the 11-hour series. Foote's drawl and erudition made him a favorite. He was described as "the toast of Public TV," "the media's newest darling," and "prime time's newest star," and the result was a burst of book sales. In one week at the end of September 1990, each volume of the paperback "The Civil War: A Narrative" sold 1,000 copies per day. By the middle of 1991, Random House had sold 400,000 copies of the trilogy. Foote later told Burns, "Ken, you've made me a millionaire."