The Bzzness

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By Kathryn Comment

William Morrow’s publicity campaign for Freakonomics is like a pizza topped with all the fixings. Why not, the campaign asks, get everything you can? The real question, however, may be whether smaller houses are smarter (or just quicker) in implementing new forms of publicity:

Publicists for the book sent galley copies of the title to over a hundred bloggers who, in turn, profiled or reviewed the book on their sites … Dee Dee DeBartlo, a publicist at Morrow, says the house has targeted bloggers in previous campaigns, but never so strategically.

Freakonomics also got a boost from a similar campaign launched by a company that has styled itself as a buzz-specialist. As part of a 12-week marketing blitz engineered by Boston-based BzzAgent, Inc., advance copies of the title were mailed to a thousand possible supporters…