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PW: Grisham's E-Mail Hits

Daisy Maryles -- Publishers Weekly, 3/16/1998

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Grisham's E-Mail Hits
Daisy Maryles -- 3/16/98


Doubleday is justifiably pleased with its e-mail marketing campaign for mega-selling author John Grisham. On February 4, the on-sale date for The Street Lawyer, DD ran an ad campaign that included a portion of the book's first chapter with an invitation to read the second half via e-mail (the special address was TheStreetLawyer@JGrisham.com). As of March 9, more than 36,000 individuals worldwide requested the e-mail. Not surprisingly, this Lawyer's performance continues to be sufficiently forceful to make it the #1 hardcover bestseller for the last five weeks.

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