How do you sell a $60 dictionary in an online world?

We are proud to be working with Houghton Mifflin Harcourt on their blockbuster marketing campaign to launch the 5th edition of their American Heritage Dictionary. How beautiful, comprehensive, and connected does a print dictionary have to be in this day and age to pay $60 for it? Just walk into a bookstore and pick one up, you’ll see.

We think this edition provides a great example of how to create the kind of print experience readers crave while also providing the connectivity they require. In publishing, as in advertising, you have to know your medium and know your audience.

Here’s a link to the New York Times article about the campaign and Verso’s role in it.



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