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Breakthrough! by Steve LANCE, Paul KURNIT

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22

Who Ya Gonna Call?

AS OUR PUBLISHERS work with us on our books, we always develop a parallel marketing schedule. Working back from the actual date of publication, we decide where we’re going to reach our target audience and what we’re going to need to reach them. Ads? Prepublication galleys? Bound books? Video? Blogs? Broadcast e-mail? Reviewers? We look at all the “contact points” between us and our potential readers, and we ask what our deliverables will be and by what date. Working off that schedule, we determine who we’re going to need to get involved and on what level. Will we need our Web site designer? How much time does her team at Chewy Media need? Are we shooting video? What’s Tallboy Films’ production schedule? Press? PR? E-mail ...

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