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Try saying that Harry Potter needs them to buy his book so that he can afford to stay at Hogwarts.

Younger children may not be interested in a book that weighs more than they do, but don't be discouraged. Any lucky fourth-grader with this copy under his cape will magically turn his friends green with envy! Don't over-think it - buy it! Remember: Nearly Headless Nick is our model customer!Īnd don't forget to push the Super-Duper Gold-Lined Edition encrusted with diamonds, dragon teeth, and Bertie Bott's Beans (available only through Neiman Marcus for $62,500). Our job is to help them realize that it's something to own. More than ever, the key to our marketing success is advanced sales and keeping preview copies away from reviewers - Those Who Must Not Be Named! Despite the Hagrid-size ofBook 5, some old-fashioned children may still be looking forward to it as something to read. But at Scholastic Inc., we know that nothing encourages the quiet, solitary pleasure of reading like Nintendo's new "Hogwarts of Doom" ($69). Some muggles may have concerns about the appropriateness of turning a pleasant fantasy novel into the center of a marketing blitz involving Happy Meals, action figures, key chains, room furnishings, clothing, linens, bath accessories, holiday-tree ornaments, and novelty cheese. We've received early reports that a few parents don't want their children followed by publicists chanting, "Buy it, buy it, buy it, buy it." If you sense any objection to your presence from your target's parents, consider wearing the Harry Potter Invisibility Cloak from Mattel ($29.95).Īt 896 pages, "The Order of the Phoenix" won't be an easy book to move - or even lift, so please emphasize the optional wheels that can be affixed to the spine ($19.95). Obviously, this presents special logistical challenges. Some have questioned the wisdom of hiring additional staff, but given the importance of this title, we felt it was prudent to assign every child in America his or her own publicist. Director of MarketingĪs we prepare for the magical first-day-of-summer release of the fifth Harry Potter book, I'd just like to review the marketing basics so we're all on the same broom (ha!). Rowling's 'Harry Potter and the Order of the Phoenix' (See Editor's note below) can hit the ground running." - The Wall Street Journal (May 19)įrom: Scholastic Inc. "Scholastic Inc., concerned about protecting the investment of printing 8.5 million books - perhaps the biggest press run in book-publishing history - is preparing its biggest-ever national marketing campaign so that J.K.