HarperCollins Exec Reveals Secrets to Successful Online Book Marketing
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Book Business Extra: Why do publishers have to go to these lengths of creating an elaborate alternative reality to market a book?
Jeffrey Yamaguchi: I think the online space allows you to do that, to really explore what a reader will find in the pages of a book—it’s one of the best things about the Web. You don’t want to just put up catalog copy, so instead you explore the world created in the book. It’s not so much an alternative reality than it is taking the world of the book and bringing it to life through a Web site.
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