This month only: Save $100 on PRO with code OCTOBER »

Real-World Education for Modern Marketers

Join Over 607,000 Marketing Professionals

Start here!
N E X T
Text:  A A
PRO

Case Study: How a Controversial Book Became a Bestseller via an Aggressive Web Campaign

by   |    |  117 views

Company: Vanguard Press
Contact: Jeffery Anderson, senior publicity director at FSB Associates
Location: New York, NY
Industry: Publishing, B2C
Annual revenue: Confidential
Number of employees: Confidential

Quick Read:

Vincent Bugliosi is the bestselling author of Helter Skelter, And the Sea Will Tell, Outrage, and Reclaiming History: The Assassination of President John F. Kennedy. His most recent book, The Prosecution of George W. Bush for Murder, also achieved New York Times bestseller status this year, but only after its publisher Vanguard Press undertook an unconventional Web campaign to promote the book.

When all the usual media channels, such as TV shows and book reviewers, passed on The Prosecution of George W. Bush for Murder due to its sensitive subject matter, Vanguard hired FSB Associates, an online publicity firm, to build excitement and exposure for the book on progressive blogs and alternative Web sites with audiences that might appreciate the book's theme.

The campaign worked, generating more than 85 blog posts and many more links to those threads. The Prosecution of George W. Bush for Murder landed on The New York Times bestseller list in July, and over 60,000 copies have been sold since the book's release in late May of this year.


Challenge:


Read the Full Article

PRO Membership is required to access this marketing case study. Sign up to read the full article and gain access to all of our PRO content!

Sign up for a 2-Day Free Trial  Learn more about PRO Membership

Kimberly Smith is a staff writer for MarketingProfs. Reach her via kims@marketingprofs.com.

Rate this  

Overall rating

  • This has a 4 star rating
  • This has a 4 star rating
  • This has a 4 star rating
  • This has a 4 star rating
  • This has a 4 star rating
5 rating(s)

Add a Comment

Comments

  • by deb mull Wed Sep 10, 2008 via web

    While I applaude the case study and realize that it is all about 'marketing', I think the timing of the article is rather interesting with the upcoming elections and feel that perhaps this could have waited until afterwards?

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!