The success can be attributed to the aggressive marketing strategy coordinated by Laurie Brown, VP-director of marketing for publisher Farrar, Straus & Giroux. Ms. Brown created an industry buzz that translated into media attention for the upcoming novel. She announced a huge print run of 1.2 million and brought in Mr. Wolfe to stump for his work. He attended industry book gatherings and met with booksellers and the press. His new book was the talk of BookExpo America.
Heavy transit and airport advertising, particularly in New York and Atlanta, were significant campaign components along with Internet promotions. FSG created a Web site for the book; Amazon.com presented an online interview with Mr. Wolfe; and Barnes & Noble offered an online promotion that offered a trip to Georgia, the novel's setting, as a prize.
"The media coverage is what propelled the book into the No. 1 spot right away," says Spenser Lee, VP-director of sales at FSG. "He was the cover of Time. That's rare that an author's on the cover. That kind of exposure is more than anything