Reality Check
New Young Adult Title Blurs boundaries between fiction and the real world … and puts a new spin on product placement.
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“We think the Web is the main way to get the word out … it’s a YA audience, so they’re not reading reviews in The New York Times. So our marketing campaign is heavily Web-focused.” Cathy’s character will have an editorial presence on BeingGirl.com and CoverGirl.com, and Proctor & Gamble will run ads for the book on both sites. “We have a lot of interest and excitement from a lot of online companies who want to feature, write about or be involved with the book, so you’ll see it hopefully in some instant-messenger-type products and on some teen-oriented Web sites,” Joyce says.
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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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