‘Flowers In the Attic’ Is Still In Bloom At 40
Art Business

‘Flowers In the Attic’ Is Still In Bloom At 40

As part of its 1979 launch for Flowers in the Attic —the first book by a then-unknown author named V.C. Andrews—Pocket Books took a full page ad in PW touting the novel as its November “Total Release” selection, a program Pocket used to promote what it believed were “highly salable” books. The marketing effort for the $2.50 mass market paperback featured a network radio campaign plus 36-copy floor displays highlighting the book’s “striking cover art.” Flowers in the Attic did indeed prove to be highly salable, and there are now 3.3 million copies in circulation (including print copies and e-book sales), S&S said. To celebrate the 40th anniversary of the publication of the book, Gallery Books, which took over publication of the Andrews franchise from sister company Pocket, employed a 2019-style campaign that doesn’t seem to have radio or PW ads but does feature a heavy dose of social media promotions, including ads on Facebook and Goodreads; posts on Gallery’s Bookstagram ambassador program, which S&S said reaches more than one million people; and a dedicated e-blast. Jennifer Long, v-p and associate publisher of Gallery Books Group, said S&S will declare the Flowers pub date of November 12 “V.C. Andrews […]

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