“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.
“We’re creating a MySpace account for Cathy and then linking to it from some other fictional characters in the book and also real folks … so that it has a reality in that world.”
Running Press has already inked a deal with Stewart and Weisman to write a second book in the series, and Joyce predicts there will be more projects of this genre to come from the publisher. In light of all of the early press and the global interest in this title, Steinberger says he has particularly high hopes. “We would like to see this book hit national best-seller lists. That’s a clear goal.” BB
Matt Steinmetz is the publisher and brand director of Publishing Executive.