Scholastic Tells Readers, "Expecto Paperbackum"
It seems as if a certain Phoenix is rising from gold rather than ashes. On Aug. 10, Scholastic released "Harry Potter and the Order of the Phoenix" in paperback, after the hardback edition had already earned the title of the fastest-selling book in publishing history. To support the paperback release, Scholastic launched a $1 million marketing campaign that tackled all ends of the advertising spectrum.
By partnering with Internet search engine giant Google, Scholastic reached millions of Google-goers throughout the summer. Radio promotions and billboard advertisements along the routes to popular summer destinations also helped to announce the news, and the campaign didn't stop there. Planes flew over popular U.S. beaches announcing Harry's paperback arrival.
Scholastic cast the book's spell even further by promoting the paperback in seven of the company's own magazines with ads carrying the message "Expecto Paperbackum."
- Heather Minauro