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The book immediately landed at #1 on the New York Times bestseller list — staying there throughout the holidays and into the new year — and significantly out-sold Patricia Cornwell’s previous hardcover. By setting up the hardcover campaign with the paperback, breaking down walls between publicity and advertising, and rolling initiatives out over a four-month period, we were able to create a new standard in book marketing. Scarpetta was a blockbuster hit, and the publisher not only realized major cost savings on production, but also significantly enriched their publicity opportunities across major media nationwide. |
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