Autobiography, changing appearance and Neverland (1988–1990)

Jackson performing "The Way You Make Me Feel"

In 1988, Jackson released his first and only autobiography, Moonwalk, which took four years to complete and sold 200,000 copies. Jackson wrote about his childhood, The Jackson 5, and the abuse he had suffered. He also wrote about his facial appearance, saying he had had two rhinoplastic surgeries and a dimple created in his chin. He attributed much of the change in the structure of his face to puberty, weight loss, a strict vegetarian diet, a change in hair style, and stage lighting. Moonwalk reached the top position on The New York Times best sellers' list. The musician then released a film called Moonwalker, which featured live footage and short films that starred Jackson and Joe Pesci. The film was originally intended to be released to theaters but due to financial issues, the film was released direct to video. It debuted atop the Billboard Top Music Video Cassette chart, staying there for 22 weeks. It was eventually knocked off the top spot by Michael Jackson: The Legend Continues.
In March 1988, Jackson purchased land near Santa Ynez, California, to build Neverland Ranch at a cost of $17 million. He installed Ferris wheels, a menagerie, and a movie theater on the 2,700-acre (11 km²) property. A security staff of 40 patrolled the grounds. In 2003, it was valued at approximately $100 million. In 1989, his annual earnings from album sales, endorsements, and concerts was estimated at $125 million for that year alone. Shortly afterwards, he became the first Westerner to appear in a television ad in the Soviet Union.
His success resulted in his being dubbed the "King of Pop". The nickname was popularized by Elizabeth Taylor when she presented him with the Soul Train Heritage Award in 1989, proclaiming him "the true king of pop, rock and soul." President George H. W. Bush designated him the White House's "Artist of the Decade". From 1985 to 1990, he donated $500,000 to the United Negro College Fund, and all of the profits from his single "Man in the Mirror" went to charity. Jackson's live rendition of "You Were There" at Sammy Davis Jr.'s 60th birthday celebration received an Emmy nomination.