How do you launch something new in an industry where hundreds of similar products come out every week? That’s what the publishing industry goes through. Doubleday has a new book called "The Traveler," which they’re now promoting in very compelling ways. First, they’re using "street teams" – groups of young women who look like the book’s hero – to roam the floor of book conventions. Then they’ve developed an online video game that mimics the book, along with a blog that comes off like it’s written by one of...
