Morrow is jumping into the diet book pool with SuperFoods Rx by Dr. Steven G. Pratt and Kathy Matthews, which offers "groundbreaking research" about nutrients found in 14 "SuperFoods" that reportedly, says the publisher, can "make you look better and live longer." From B to Y (beans to yogurt), the book talks about the high percentage of micronutrients such foods carry. An Oprah segment on February 18 kicked the book into high gear, and Morrow reports 125,000 copies in print. Marketing and promotion to booksellers and media have included superfood kits and, for the online campaign, 14 e-cards (like baseball cards), one for each food.
Volume 251 Issue 9 03/01/2004