The book, which reached The New York Times best-seller list, is the third in a series of diet and lifestyle books by Ms. Somers. It first went on sale in hardcover last April; her other two books-"Eat Great, Lose Weight" and "Get Skinny on Fabulous Food"-are now in paperback.
The books feature Ms. Somers' own recipes and a special nutrition program.
Mr. Martin, 44, promotes the entire Somers series when marketing any new book. For example, he timed the release of "Eat, Cheat & Melt the Fat Away" with the release of the paperback version of "Get Skinny on Fabulous Food." That book came out one month before the hardcover release of "Eat, Cheat & Melt the Fat Away" with small "ads" on the back announcing the coming release of the new book.
Because Ms. Somers is such a well-known personality, Mr. Martin decided the publisher could afford to promote the book before it even made it to stores with a radio spot from Spier, New York. "It was a little pre-heat promotion spot few books get because they don't have a strong enough brand name to carry [them]."
A print campaign from Spier ran in USA Today following the release. "Eat, Cheat & Melt the Fat Away" is now in its third printing with 405,000 copies in print.