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Crossover appeal - hype?
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From: JMason at Scholastic.com <JMason>
Date: Mon, 7 Jun 1999 11:43:22 -0400
In response to the message from Mr. or Ms. Butrico, I agree that "The Giver" is a wonderfully thought-provoking book for adults as well as for children. My only problem with your message is where you suggest that Harry Potter has only become popular and well known to adults because of all the "publicity and hype." You seem to imply that this publicity and hype has been artificially created (by whom? - the publisher? bookstores?) to promote a book that otherwise would not have become a bestseller. In fact, in several postings, I've noticed people talking negatively about "publicity" and
"hype" - there is a sort of assumption that a book that gets "hyped" can't be all that good on its own merits. Whereas the fact is, the publicity and hype and "hoopla" only happens because the book is, on its own merits, already a bestseller and winner of numerous awards, and therefore attracts a lot of attention and gets publicity, and then of course marketing dollars allocated to it.
John Mason, Associate Marketing Director Scholastic, 555 Broadway, New York, NY 10012999 Phone (212) 343v07 Fax(212) 343v04 email: jmason at scholastic.com
Received on Mon 07 Jun 1999 10:43:22 AM CDT
Date: Mon, 7 Jun 1999 11:43:22 -0400
In response to the message from Mr. or Ms. Butrico, I agree that "The Giver" is a wonderfully thought-provoking book for adults as well as for children. My only problem with your message is where you suggest that Harry Potter has only become popular and well known to adults because of all the "publicity and hype." You seem to imply that this publicity and hype has been artificially created (by whom? - the publisher? bookstores?) to promote a book that otherwise would not have become a bestseller. In fact, in several postings, I've noticed people talking negatively about "publicity" and
"hype" - there is a sort of assumption that a book that gets "hyped" can't be all that good on its own merits. Whereas the fact is, the publicity and hype and "hoopla" only happens because the book is, on its own merits, already a bestseller and winner of numerous awards, and therefore attracts a lot of attention and gets publicity, and then of course marketing dollars allocated to it.
John Mason, Associate Marketing Director Scholastic, 555 Broadway, New York, NY 10012999 Phone (212) 343v07 Fax(212) 343v04 email: jmason at scholastic.com
Received on Mon 07 Jun 1999 10:43:22 AM CDT
