Launch Pad: Crashing a Marketing Campaign
How National Geographic Books turned a TV movie into a book in just three months—and just in time for the pope.
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Birth of a Book
Around the time the documentary aired—drawing some 6 million viewers—Chamblee says the Naudets approached National Geographic with the prospect of publishing the book. The publisher felt the need to move quickly to capitalize on both the success of the documentary and Pope Benedict XVI’s widely anticipated visit to the United States in April. So the team set its sights on a March 25 release date for “In God’s Name: Wisdom From the World’s Great Spiritual Leaders,” which left Chamblee, who heads up the group’s marketing efforts, and her team scrambling.
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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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