The Objective

Career Press, a mid-sized publisher out of New Jersey has been a long-time client of Newman Communications. With How to Work for an Idiot , the objective was to take a book with a catchy title and some good practical information and:

• Generate mass appeal via an intensive media relations campaign
• Help build Dr. John and the "How to." brand
• Increase both sell-in and sell through with chains and independents nationwide

The Plan

In order to best achieve the objectives for this campaign, Newman laid out a campaign that would:

• Identify key media outlets that would drive book sales and also drive future media
• Use the humor from the book as a major hook
• Include an "Idiot Boss Day" promotion with radio stations nationwide who took calls from listeners about idiot bosses
• Introduce Dr. John to the national media for current and future positioning
• Reach a mass audience through a national and grassroots media campaign

The Result:

• Over 100 national and local print hits, including newspapers, wire services and magazines
• Nine national television hits
• Over 100 radio interviews in addition to the "Idiot Boss Day" promotion
• Almost 50,000 copies sold!!
• A Wall Street Journal best-seller