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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It is this very element of realism that helped create some controversy several weeks ago. An early version of Stewart and Weisman’s book found its way into the hands of a Proctor & Gamble (P&G) executive, and P&G approached the duo about what Joyce calls a “co-marketing agreement.” The authors
replaced a number of products mentioned in the book with P&G products in exchange for marketing opportunities including Cathy’s presence on two prominent P&G Web businesses: BeingGirl.com and CoverGirl.com. A group called Commercial Alert immediately cried foul, calling on 305
editors nationwide to refuse to review the book, “because it really is an advertisement.”
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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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