TITLE

Tom Brokaw: 'secret weapon'

AUTHOR(S)
Evans, Don
PUB. DATE
March 2000
SOURCE
Advertising Age;3/20/2000, Vol. 71 Issue 12, special section ps14
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article provides information on the outcome of the marketing strategies implemented by the marketing team of publishing company Random House in launching the book the Greatest Generation, by Tom Brokaw in December 1998. In Brokaw, anchor and managing director of NBC-TV program Nightly News With Tom Brokaw, Random House had a trusted and likable public figure with a household name and familiar face. NBC's stake in the book profiling war veteran guaranteed prime time, mass media publicity. Thus, the book quickly became a best seller in 1999. According to the publisher, it is the fastest-selling non-fiction book in Random House's history. Random House's marketing team nurtured the organic interest in World War II culture and history. INSET: Multimedia's net effect.
ACCESSION #
2906969

 

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