Ch18 Article 2 - Page 1 of 2 2009 Factiva, Inc. All rights...

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Unformatted text preview: Page 1 of 2 2009 Factiva, Inc. All rights reserved. Advertising Knopf puts some muscle behind Swedish thrillers By Jeffrey A. Trachtenberg 584 words 29 May 2009 The Wall Street Journal Asia AWSJ 18 English (c) 2009 Dow Jones & Company, Inc. To see the edition in which this article appeared, click here Stieg Larsson's "The Girl With the Dragon Tattoo," a thriller translated from Swedish that has gone on to sell a robust 225,000 hardcover copies in the U.S., was one of 2008's most successful debut novels. Now, out to capitalize on the growing interest in the late Mr. Larsson, Bertelsmann's Alfred A. Knopf imprint is launching a six-figure marketing effort to support his second book, "The Girl Who Played With Fire," as well as the paperback edition of the first. Mr. Larsson completed a trilogy of mysteries six months before his death in 2004 at age 50. The Knopf campaign is notable because publishers are traditionally stingy when it comes to promoting their books, preferring instead to focus on Web contests, author home pages, word of mouth and generating...
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This note was uploaded on 01/26/2011 for the course MKT 337h taught by Professor Staff during the Spring '08 term at University of Texas at Austin.

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Ch18 Article 2 - Page 1 of 2 2009 Factiva, Inc. All rights...

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