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The Magic Machine Behind A (Not So Surprising) Smash Debut
"To promote its new star title, Doubleday launched a Defcon-1 publicity blitzkrieg. It printed a surfeit of galleys and put them into the grasping hands of underpaid booksellers, and sprayed copies all over the Internet. ... It hired six actors, dressed them in tails, top hats, and long red scarves — in Morgenstern's novel, die-hard circus fans wear red scarves to signal their devotion — and had them pass out beribboned bags of promotional caramel corn." The Boston Phoenix 09/16/11
Posted September 18, 2011 11:12 AM

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