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A book marketing stunt must have a counterintuitive, playful, fun element, Nawotka said, as when a New York writer's collective, Mischief and Mayhem, staged a "protest reading" outside a Barnes & Noble to send a message about mainstream publishing. Of course, this performance (like all stunts) carries the risk of alienating as many or more potential customers as it attracts.
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Jim Sturdivant
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