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Despite attending a publicity launch in New York, Celebrate was ranked No 266 in Amazon's list of US bestsellers.
But in a world of celebrities and socialites, publicity launch parties and boutique openings, he acknowledged the improbability of such a fate.
There was no formal announcement yesterday - a publicity launch is planned for next month - but word of the new venture leaked out as agents were contacted and asked to recommend their best, brightest and not terribly expensive young singers.
Not everything is as frenzied, but there's incentive on both sides to make the deal at the festival: For the sellers there's the competitive intensity of having all the players in one spot, and for the buyers there's the publicity launch of having your acquisition reported as big news in Variety and elsewhere (accompanied, if you're lucky, by positive reviews in the trades).
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This was an imaginative and big scale PR concept that some marketing people still talk about and it helped to set the parameters for how many large-scale publicity launches have been constructed since.
With the added publicity around its public launch in November, the startup's pre-order wait list grew "well into the five-digit range," he says, forcing Basis to shut down its "store" and tell customers it had sold out of its first batch, as it scrambled to fill its initial orders.
A great debate took place in comments this week on cybercrime sparked by a government publicity campaign launch.
Its head Marc Restellini has generated plenty of publicity to launch the new venue with Birth of a Museum, a three-part show built on a core permanent collection and two temporary exhibitions.
That said, Google has placed banner ads for the Store on some sites (including TechCrunch), and the store got loads of publicity at launch, so it's not like it's a secret.
It is his best writing thus far, paralleling modern day relationships, and the truths within, just like Yates himself did so magically, but it will take a lot more publicity to launch him out of his hipster fan base.
ONE of Paul Martin's first moves on taking over as prime minister in December was to kill off a scandal-plagued publicity drive launched by his predecessor, Jean Chrétien, to bolster the cause of Canadian unity in French-speaking Quebec.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com