A Blue Ribbon for 'Green Mile'
by Daisy Maryles -- Publishers Weekly, 7/7/1997
The only book campaign noted by Advertising Age in its annual feature on the 100 most outstanding marketing campaigns of 1996 (in a field that features very visible campaigns for Starbucks, Energizer batteries, Coca Cola, The X-Files and Beanie Babies) was Signet's $2-million campaign for The Green Mile, Stephen King's six-part serial novel that dominated the mass market charts last summer. Maryann Palumbo, senior v-p/marketing of Dutton Signet, noted that about 23 million copies (total) have been sold of the $2.99 installments, plus an additional 250,000 copies of the $18 boxed set. The publisher estimates that there were more than six million hits on a special website for the book.
