Harry Potter goes sky-high with $1-mn campaign
The paperback of Harry Potter and the Order of the Phoenix comes out on Tuesday with a first printing of two million and a sky-high promotional campaign. Scholastic, the US publisher, said the book will be supported by a $1m campaign that includes newspaper, radio and billboard advertisements.
Scholastic has also hired promotional planes to fly over Lake Michigan, Cape Cod, Massachusetts, and other resort areas. Phoenix, the fifth of seven planned novels in JK Rowling's fantasy series, came out last summer in hardcover and sold 5m copies the first day. The five Potter books have nearly 100m copies in print just in the US. Rowling, a British author, is still working on the sixth book, but has already revealed the title: Harry Potter and the Half Blood Prince. No publication date has been set.