‘Alchemist’ Picks Up Web Event and Starbucks Jolt

by Bridget Kinsella, PW Daily -- Publishers Weekly, 10/11/2006

For the first time since it was published nearly 14 years ago, Paolo Coehlo’s The Alchemist recently made the PW and New York Times bestseller lists. So it makes sense that several divisions of HarperCollins are working together to try and keep the buzz going. HC’s publicity efforts, which begin with a live chat with Coehlo set for Beliefnet.com this afternoon, will be augmented by the decision by Starbucks to feature a quote from The Alchemist on 5 million cups for an entire month.

Starbucks features a new literary quote every month in its “This is How I See It” program. Coehlo’s quote will appear in early 2007. “The timing is unbelievable,” said Mark Tauber, publisher of HarperSan Francisco, one of four Harper U.S. divisions that publish Coehlo. “A lot’s happening for Paolo now.”

In May, HarperPerennial released a $13.95 Paperback Plus edition of Alchemist at the same time HarperSanFrancisco released a $30 gift edition. Since then, Harper shipped over 230,000 copies of the Paperback Plus and 45,000 of the gift edition. The Beliefnet.com event set for today at 3 p.m. EST and, said Tauber, is designed as the second push for the new Alchemist editions that will carry the promotion through the holidays. Being part of the Starbucks quote program next year will contribute to the house’s publicity build-up for Coehlo’s next novel, when it is published by Harper trade in the spring.

What words from The Alchemist did Starbucks choose to grace its cups? “Remember your dreams and fight for them. You must know what you want from life.There is just one thing that makes your dream become impossible: the fear of failure.Never forget your Personal Legend. Never forget your dreams. Your silent heart will guide you. Be silent now. It is the possibility of a dream that makes life interesting. You can choose between being a victim of destiny or an adventurer who is fighting for something important.”

To register for Coehlo’s event on Beliefnet, click this link.

“It’s a unique opportunity for readers,” said Tauber, “because Paolo hasn’t been to the U.S. for an event in years.