Month: July 2015

‘Go Set a Watchman’: Marketing the Book Without Harper LeeBy Jeffrey A. TrachtenbergFor many highly anticipated new books, publishers trot out the authors for appearances on the talk show circuit or “60 Minutes.”  TV interviews are particularly important in book publishing, where marketing executives view word-of-mouth and social media campaigns as often more effective than … Read more

HarperCollins Has a Lot Riding on Harper Lee’s ‘Go Set a Watchman’By Jeffrey A. Trachtenberg When the clock strikes 12:01 a.m. on July 14, more than 90 stores nationwide will begin selling Harper Lee’s new novel, “Go Set a Watchman,” to fans who couldn’t wait until the morning. The early store openings, together with hundreds … Read more