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Creating the Buzz Behind Bill's Blockbuster
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******************************** Creating the Buzz Behind Bill's Blockbuster http://knowledge.wharton.upenn.edu/index.cfm?fa=viewfeature&id=1012 He’s been called Elvis, Bubba, the Comeback Kid and Slick Willie. Now Bill Clinton can add another moniker to that list: Laydown King. In the world of publishing, the laydown date is a book’s official release day, the focal point upon which a publisher brings to bear all the marketing prowess it can muster in order to generate a blockbuster. Yet according to Wharton faculty and others, executives at Knopf Publishing Group, which paid the former president a reported $10 million advance to produce My Life, did nothing special and broke no new ground in launching their marketing blitz. Rather, their success has come from making the most of tried and true marketing tactics – and Bill’s celebrity.
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