Scholastic's marketing campaign

[erisedstraeh2002]

David wrote:

> You can see details of Scholastic's marketing campaign.  For this 
> campaign to break even, it needs to increase sales by, I estimate, 
> some hundreds of thousands, depending on the return to Scholastic 
> on each additional copy sold.  

Now me:

I am so glad you brought this up, because I had the same reaction 
when I saw that article.  I just can't comprehend why Scholastic 
thinks it needs to spend millions of dollars to promote a book that's 
already been pre-ordered by millions and is on the top of the charts 
even before it's released.

Perhaps if I had gone for an MBA rather than an MPA, I would 
understand better...

~Phyllis