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American Drive-In Theater

Eight weeks prior to the release of his new book, author Don Sanders launched a postcard mailing to the media announcing the publication, hoping to generate interviews and coverage. Two weeks later, a press release was sent out in an imprinted three-ring binder. Two weeks after that, a month before the book’s release, a select group of major media outlets received a logo-embroidered cap announcing the book. If a particular media outlet expressed interest in doing a story, writing a review or offering prizes on the air, they would receive either a t-shirt, a silk-screened or embroidered cap, a series of commemorative postcards—or all of the items. Following publication of the book, participating media received a junior desk folder with a full-color picture of the book cover on the front and a wooden commemorative block featuring the book cover on one side and a brief summary on the other side.
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