[HPFGU-OTChatter] Re: Scholastic's marketing campaign

[rvotaw at i-55.com]

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

This was my initial thought as well, then I thought about it.  Most of the 
promotions are set to take place *after* the book is released, with the 
exception of the countdowns and midnight parties.  I believe all four of the 
major league baseball promotions are after June 21st, even as late as July 
12th.  The billboards are set to go up on July 1st.  I think what they're doing 
is figuring on all of us who are counting the days running straight out to buy 
the book.  Then they're going to target the stragglers who are still thinking 
about it.  Which is what most of the promotion seems to be geared towards.  
Considering by the time billboards appear on July 1st most of us will have read 
OotP 2-3 times.  Of course, we may have worn the first copy out and need 
another. :)

Richelle

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