Product Placement in Books

Yesterday's New York Times (NYT) and today's Publishers Weekly (PW) had articles on product placement in books.

By now, everyone is familiar with product placement on television and in movies. From the soda can that sits in front of Randy on "American Idol" to the cereal box in the breakfast scene of the latest movie, we all understand that companies pay to have their brand prominently displayed during scenes.

According to the NYT, "product placement in books is still relatively rare. The use of even the subtlest of sales pitches, particularly in a book aimed at adolescents, could raise questions about the vulnerability of the readers."

This issue is moving to the forefront of everyone's attention with the upcoming publication of "Cathy's Book: If Found Call (650) 266-8233," which is due out in September. Cover Girl, a division of Procter & Gamble (P&G), has signed a marketing partnership with the publisher. While Cover Girl has not paid the authors, Sean Stewart and Jordan Weisman, or the publisher, Running Press, for having their makeup mentioned in the book, they have agreed to promote the book on http://www.beinggirl.com, the P&G website for adolescent girls.

Stewart and Weisman, the authors, have backgrounds in marketing and helped to create the promotional campaign for Steven Spielberg's movie, "Artificial Intelligence: A.I."

The new novel will have additional enhancements to enrich the reader's experience as Cathy tries to figure out why her boyfriend Victor has dumped her. Mr. Weisman created an "evidence pack" with photos, phone numbers, post-it notes and letters that will be included with the price of purchasing the book. In order to add to the interactive experience, readers can also call the phone numbers and access website addresses for more material.

The publisher told the NYT, "What we are selling here to the customer or the reader is an experience that transcends the book itself." In line with this, the authors refused the suggestion that they include references to P&G's feminine hygiene products. The authors are conscious of the delicate balancing act they are maintaining between entertainment and "crass" commercialism.

"Many popular young adult novels, of course, already spread references to brands throughout their pages in series like "The Gossip Girl" and "The A-List," although there are no actual product placement deals." (NYT)

Bob Arnold, the interactive marketing manager for Beinggirl.com, said that this was Cover Girl's first promotional relationship with an author or publisher. "Beinggirl.com will begin promoting the book in banner ads on the site in August . . . with links to cartoons drawn by Cathy's character." (NYT)

Booksellers are responding well to the idea of the extras like the "evidence pack" and the additional phone numbers/websites. The planned 30,000 initial print run has now been increased to more than 100,000.

Of the seven "feedback emails" on PW, four of the writers were violently opposed to the idea of product placement in books, while three either supported it or were less concerned by it.