One advantage of the Starbucks/iBooks picks is that it offers publishers an ample runway to promote potential titles. She notes that customers don’t have to use them right away, so free downloads of Rumble Fish could continue to stimulate sales through the holiday season. “That’s a massive thing for us,” says Cummings referring to the cards. As a Pick of the Week, Rumble Fish could be downloaded using a physical card with a code available at Starbucks. One reason the press lobbied for its first Pick of the Week was to reach a new demographic outside bookstores and to test adding a physical component to its marketing plan. In the past, Diversion’s promotions have taken place online. And we hope the offer will inspire longtime Hinton fans to reconnect with the author.” Mary Cummings, v-p and editorial director of Diversion, says, “We think Rumble Fish can help a new generation of readers discover one of the most important young adult authors of all time. Hinton’s 40-year-old YA classic Rumble Fish, the Oct. But perhaps none has reached quite so far into the backlist as digital publisher Diversion Books, which publishes the e-book of S.E. Ever since Starbucks launched its first digital book Pick of the Week in conjunction with Apple iBooks in September 2011 – an extended sampler of Erin Morgenstern’s debut novel, The Night Circus – publishers have tried to leverage the program for both new and backlist titles.
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