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Enjoying the ride

Published on .

One-stop shop The Concept Farm, which will market all of author and former adman James Patterson's releases this year, has created a wildly popular online presence for readers of his latest thriller, Maximum Ride. A modern-day sci-fi suspense novel for the Harry Potter set, the book features six adolescent kids with wings created by ethically-challenged scientists, on the run to New York. With a blog, message boards and customizable radio spots, site traffic quickly ballooned to 100,000 hits per week after the book's debut in April, according to Concept Farm director Griffin Stenger. "The idea was to get more content out to a voracious audience. This age group has a very short attention span, but the numbers on the blog haven't dropped off."

www.maximumride.com

Client: James Patterson CDs: Griffin Stenger, Gregg Wasiak ADs: Robbie Roxas, Jessica Crimmins CWs: Caitlin Bergman, Griffin Stenger, Jessica Crimmins

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