"The Rural Juror" is a fictional film within 30 Rock, starring Jenna Maroney. It is a film adaption of a book by Kevin Grisham (who has just finished writing its sequel, "Urban Fervor"), brother to legal novelist John Grisham and former recycling plant worker. No one in the TGS crew knew the film's exact name until Jenna gave them a video clip.
In Season 3, Episode 6 "Christmas Special," Jack's mother Colleen is seen reading "Urban Fervor" while ringing her bell at Jack's house.
In Season 5, Episode 2 "When It Rains, It Pours", Grizz is reading "Urban Fervor" while guarding Tracy (who's werewolfing himself).