Scholastic Launches Major Marketing Blitz for August 10th Paperback Launch of Harry Potter
Press release from the issuing company
NEW YORK, Aug. 10 -- Scholastic announced today that the company has launched a $1,000,000.00 marketing campaign for the release of the paperback edition of J.K. Rowling's fifth Harry Potter novel, Harry Potter and the Order of the Phoenix. With a first printing of 2 million copies, the book is supported by a marketing campaign that includes: national on-line, print and broadcast advertising; billboard promotion; aerial advertising and retail promotions to celebrate the August 10th publication date. The publication of Harry Potter and the Order of the Phoenix in paperback brings the total number of Harry Potter books in print to just under 100 million.
Scholastic has partnered with internet search engine Google to promote Harry Potter throughout the summer, in a program reaching millions of Google customers. Additionally, billboard advertising en route to popular summer destinations including the New Jersey Shore, Chicago's Lake Michigan, Walt Disney World in Orlando and Universal Studios in Los Angeles began on August 1st.
Leading up to the publication of Harry Potter and the Order of the Phoenix in paperback, Scholastic has been running radio promotions in the top 30 arbitron-rated markets. Each station is running a Harry Potter trivia contest. 25 winners will receive a paperback copy of Harry Potter and the Prisoner of Azkaban or Harry Potter and the Goblet of Fire. Beginning August 10th, winners will receive a copy of the paperback edition of Harry Potter and the Order of the Phoenix. In each market, a grand-prize package will be awarded including a box set of the first four Harry Potter hardcovers, a copy of the Harry Potter and the Order of the Phoenix newly released paperback, and a special collector's Harry Potter and the Order of the Phoenix hat.
On August 10th, planes will fly over Cape Cod, Long Island, Lake Michigan, the New Jersey Shore and Los Angeles beaches carrying the message Harry Potter and the Order of the Phoenix Now in Paperback.
Continuing into the fall, seven of Scholastic's magazines with a combined circulation of 2 million, will promote the paperback with ads carrying the message "Expecto Paperback-um." True Harry fans will immediately know the spell!!
In the United States alone, the hardcover edition of Harry Potter and the Order of the Phoenix sold 5 million copies in the first 24 hours, making it the fastest selling book in publishing history. The book hit stores at midnight on June 21, 2003. With an unprecedented initial print run of 6.8 million and a second printing of 1.7 million pre-publication, Harry Potter and the Order of the Phoenix broke all industry records previously set in July 2000 by Rowling's fourth novel, Harry Potter and the Goblet of Fire. There are currently 12.5 million copies of the fifth Harry Potter book in print.
Harry Potter and the Order of the Phoenix has garnered extraordinary reviews. In her New York Times review Michiko Kakutani said "...the author's bravura storytelling skills and tirelessly inventive imagination soon take over, braiding together the mundane and the marvelous, the psychological and the allegorical with consummate authority and ease."
Harry Potter and the Order of the Phoenix tells the story of Harry's fifth year at Hogwarts. Harry and his friends have reached adolescence and are faced with the unreliability of the government of the magical world and the powerlessness of the authorities at Hogwarts. Harry finds depth and strength in his friends, boundless loyalty and unbearable sacrifice.
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