For an industry I rarely post about sans Kaavya Viswanathan, the much publicized Harvard sophomore accused of plagiarism in her first novel, today's NY Post has a pretty good piece about the aggressive marketing tactics of St. Martin's Press. The publisher plans to release a novel aimed at teen readers called "Inside the Mind of Gideon Rayburn." The publisher has used a wide variety of tactics to create buzz for the upcoming release including a word of mouth marketing program, an upcoming promotional appearance on MTV and a partnership with record label Def Jam. What I find somewhat surprising (and almost refreshing quite frankly) is the fact publishing traditional books aimed at teens clearly remains a big business despite the fact that Gen Y is bombarded with digital entertainment and other technological nuances all around them 24/7.
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