Guinness World Record 2011

The ousting of Norris McWhirter from his consulting role in 1995 and the subsequent decision by Diageo Plc to sell the Guinness World Records brand have shifted it from a text-oriented reference book, to an illustrated product. This shift means that the majority of world records are no longer listed in the book (or on the website), and can only be determined by a written application to Guinness to 'break' the record. For those unable to wait the 4–6 weeks for a reply, Guinness will process a 'fast-track' application for £300 (~US$450).
The Guinness Book of Records is the world's most sold copyrighted book, thus earning it an entry within its own pages. A number of spin-off books and television series have also been produced. Again the emphasis in these shows has been on spectacular, entertaining stunts, rather than any aspiration to inform or educate.
Guinness World Records bestowed the record of "Person with the most records" on Ashrita Furman of Queens, NY in April 2009. At that time, he held 100 records.
In 2005, Guinness designated 9 November as International Guinness World Records Day to encourage breaking of world records; it was described as "phenomenally successful". The 2006 version was dubbed "the world’s biggest international event," with an estimated 100,000 people participating in over 10 countries. The promotion has earned Guinness a whopping 2,244 all-new valid records in 12 months, which is a 173% increase over the previous year.