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Scholastic goes all out to promote Ootp paper back -
Summary:
Scholastic announced today that the company has launched a $1,000,000.00 marketing campaign for the release of the paperback edition of J.K. Rowling's fifth Harry Potter novel, Harry Potter and the Order of the Phoenix.
Article:
Scholastic announced today that the company has launched a $1,000,000.00 marketing campaign for the release of the paperback edition of J.K. Rowling's fifth Harry Potter novel, Harry Potter and the Order of the Phoenix.
With a first printing of 2 million copies, the book is supported by a marketing campaign that includes: national on-line, print and broadcast advertising; billboard promotion; aerial advertising and retail promotions to celebrate the August 10th publication date. The publication of Harry Potter and the Order of the Phoenix in paperback brings the total number of Harry Potter books in print to just under 100 million.
Leading up to the publication of Harry Potter and the Order of the Phoenix in paperback, Scholastic has been running radio promotions in the top 30 arbitron-rated markets. Each station is running a Harry Potter trivia contest. 25 winners will receive a paperback copy of Harry Potter and the Prisoner of Azkaban or Harry Potter and the Goblet of Fire. Beginning August 10th, winners will receive a copy of the paperback edition of Harry Potter and the Order of the Phoenix. In each market, a grand-prize package will be awarded including a box set of the first four Harry Potter hardcovers, a copy of the Harry Potter and the Order of the Phoenix newly released paperback, and a special collector's Harry Potter and the Order of the Phoenix hat.
On August 10th, planes will fly over Cape Cod, Long Island, Lake Michigan, the New Jersey Shore and Los Angeles beaches carrying the message Harry Potter and the Order of the Phoenix Now in Paperback.
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