Launchpad: Marketing on Cruise Control
A behind-the-scenes look at the launch of ‘Tom Cruise: An Unauthorized Biography.’
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Brian Howard
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At the same time, St. Martin’s didn’t want to be too secretive. “We didn’t want to pull any shenanigans [with our accounts, by saying something like], ‘We’re publishing a book, you’re going to be really interested, you just have to order it.’ We were up front with what the topic was and who the author was, because we felt like there would be some heat. Our challenge was to just make sure all the heat landed at the same time.”
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Brian Howard
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