[HPFGU-OTChatter] Scholastic's marketing campaign

[Ladi lyndi]

--- David wrote:

> Does this stack up?  You'd think by now that HP
> was so well known - 
> whether loved or detested - that a campaign
> isn't going to make that 
> much difference.  Those 3 pensioners in North
> Dakota just aren't 
> going to bring in that much revenue.


Lynn:

It stacks up quite nicely.  HP may be well known
but that doesn't necessarily translate into been
read.  I think Scholastic are going for people
like I used to be - an adult who's heard the hype
but isn't interested in reading a children's
book.  If I hadn't seen PS on DVD and thought it
might be nice to see how it compared to the book,
plus the fact that my old boss told me I should
get the books for my daughter so she could have
them when she's a bit older, I never would have
considered buying the book.  Also, if I hadn't
ended up starting with PoA and GoF before going
back and reading PS and CoS, and instead had
started by reading PS, I never would have bought
another book in the series.  PS was a cute book
but nothing that would make me want to read more.
 If I did for some reason read CoS as well, I
definitely wouldn't have continued as I just
don't like that book.

This is a great investment if Scholastic gets new
adults and the theme for the promotion appears to
be geared for adults, sort of an "It's not just
for kids anymore" kind of thing.  They get the
adult to buy this book, it intrigues them and
they end up going and buying the other four
books.  Perhaps they also get hooked enough to
convince some of their friends to read it.  There
are four adults right now who never read the
series until I convinced them they should and
that's also four more OoP books that would never
have been bought if I hadn't.

The first time I really paid any attention to the
HP series is when I read the hype for GoF but the
promotion was still so geared towards kids that
it just didn't interest me.  With a promotion
geared towards adults, you'd probably be
surprised to find just how many extra copies of
OoP would be bought, in addition to people who
will then go buy the rest of the series.  I also
wouldn't be surprised if Warner Bros. was kicking
in some money as well as it could lead to people
going out and buying the PS and CoS on DVD.  That
means more people who would potentially be
customers for the next movie.  I know people
(adults) who have seen the two movies who have
never opened one of the books.

Personally, I think the hype will grow, not wane
with the next two books as Scholastic continues
to mine undertapped resources.

Lynn

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