Part of the book's success is due to the Keough's marketing strategy: there isn't one. Instead of selling the book for personal gain, proceeds are going to the Save the Albatross campaign spearheaded by BirdLife International in the U.K., a global partnership of avian conservation organizations.
That's helped the Keough's home-brewed p.r. effort gain the attention of editors at Forbes, Time, Millionaire, the Chicago Sun, Booktech, and other top publishers. Still more media contacts were leveraged, developed over the past 20 years through publication and promotion of the Keough's six other coffee-table photography books.