Among our objectives on this Coolhunt program was a desire to find new ways to publicize the release of a new book on the Internet. The publisher, AMACOM Books, who paid to have this online program produced, is hoping for sales at the end of the day to cover the marketing costs. The authors, who benefit modestly from sales and more from reputation enhancement, desire that the book gets an opportunity to reach its target audience.

At Patron Saint Productions, we try to find novel ways to bring books to the attention of readers without bothering those who aren't interested. It's a delicate operation, blending these interests into an online publicity campaign. I think you might find this behind-the-scenes look at some of the results to be interesting.

Access to the following reports normally is limited to campaign insiders. We are able to make these reports available here with the blessings of AMACOM Books:

Discussion Group Postings Report

(Microsoft Word document)

Shows the 50-plus discussion groups where we posted a message about the Coolhunt program and offered to send an excerpt from the book upon request.

Blog PR Report

(HTML document)

Shows a couple dozen blogs we approached -- besides those visited in the Coolhunt. We visited blogs listed in the Author Questionnaire completed by Scott Cooper, as well as blogs found through our own searches. At these blogs, we either posted comments or asked the blogmaster to post an announcement about the Coolhunt program. We offered the blogmasters free review copies of the book.

Review Copy Requests
We pitched media contacts, offering a review copy of "Coolhunting" and a press kit. Here is a list of the media who responded to our pitches and requested a review copy of the book. Due to privacy concerns, we are not releasing their contact information:

Kristin Clarke, CAE
ASAE & The Center for Association Leadership
CATEGORY: Magazine, Journal, or Newsletter
TOPICS: leadership, business

Geoffrey P. Lantos, PhD
Professor of Business Administration
Stonehill College
TOPICS: business, marketing
NOTES: Marketing Program Director at Stonehill College, and Book Reviews Editor for Journal of Consumer Marketing, Journal of Product and Brand Management

Roy Bragg
San Antonio Express-News
TOPICS: San Antonio, general interest

Mary Beth Guard
Executive Editor
Bankers Online
TOPICS: banking, finance

Mark Gibbs
GibbsBlog
TOPICS: technology, computers
NOTES: Contributor to NetworkWorld

Marie Leone
Senior Editor
CFO.com
TOPICS: finance, business

Jason Thibeault
CTO/Co-Founder
GoWare, Inc.
TOPICS: technology, computers

Paul J. Wilczynski
Krislyn Corporation
TOPICS: business

Ari Herzog
TOPICS: travel, entertainment
NOTES: Freelance writer and reporter for such publications as The Boston Globe; launching new blog

Mordechai (Morty) Schiller
TOPICS: marketing, Judaism

Allan Alter
Executive Editor, CIO Insight
TOPICS: technology, computers

Chris Locke
TOPICS: business, Internet
NOTES: author of Cluetrain Manifesto and Gonzo Marketing

Alan Chumley
TOPICS: public relations, media

Guy Kawasaki
How to Change the World
TOPICS: entrepreneurship, business

Dion Hinchcliffe
Web 2.0 Blog
TOPICS: technology, Internet

Tom Davenport
Babson Knowledge
TOPICS: business, management