Believe It or Not, Ripley’s Latest Launch a Hit
“The Remarkable … Revealed” hit shelves in August and, on the strength of a beefed-up publicity campaign, is seeing excellent early returns.
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Deska and O’Brien both point to an increased effort to pitch local and regional stories as a part of this year’s campaign. “We’re focusing a little more on the regional and local markets, because people like the fact that a BION [Believe It or Not!] person is local,” Deska says. The strategy has reaped an immediate return in a number of markets; for example, North Dakota’s The Bismarck Tribune ran a feature story on Aug. 19 highlighting North Dakota residents who have been featured in the “Believe It or Not!” series.
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Matt Steinmetz
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Matt Steinmetz is the publisher and brand director of Publishing Executive.
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