‘The Secret’ is Out (of Stock)
Brand hijacking, word-of-mouth and a co-publishing deal have this controversial, self-help title flying off the shelves.
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Atria also sent a box of DVDs to each of the teachers featured in the book, which proved to be as valuable a part of their marketing campaign as anything.
“We looked at all the teachers [showcased in the book] and added up all the books they had sold collectively, which comes to about 400 million copies,” Curr says. “So we knew that there were 22 people in the book who would probably be talking an awful lot about this book.”
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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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