Harry Potter to Break Record

Scholastic, the global children's publishing and media company, announced that J.K. Rowling's Harry Potter and the Half-Blood Prince will have a U.S. record-breaking first printing of 10.8 million copies. It will also have a multi-million dollar marketing campaign to support the highly anticipated release at midnight on July 16th. The comprehensive marketing plan for Harry Potter and the Half-Blood Prince, which officially kicks-off on April 7th marking the "100 Day Countdown to Harry," includes: a multi-tiered national advertising campaign; a first-time ever Harry Potter crossword puzzle in The New York Times; online activities and downloadables; promotional giveaways; and midnight parties at retail locations across the country. In making the announcement of the unprecedented first printing, Barbara Marcus, President of Scholastic Children's Books, said: "We have worked very closely with all of our accounts to anticipate the level of demand for Harry Potter and the Half-Blood Prince. Once again, we are hearing from our accounts that the pre-orders are phenomenal and, taking into account Harry Potter's record-breaking history, we are doing our best to make sure that Harry Potter fans nationwide can get their copies on July 16th." The national advertising components of Scholastic's marketing campaign for the release of Harry Potter and the Half-Blood Prince, based on the theme: "Who Will Be the Half-Blood Prince?" will appear as video spots on airplanes and electronic billboards, as national radio spots, online, and in print media nationwide. A unique crossword puzzle entirely devoted to Harry Potter - a first time ever component of a children's book marketing campaign - will run in The New York Times on Sunday, July 10th reaching 3.5 million readers. Also in July, approximately 50,000 domestic flights on Continental Airlines and American Airlines will feature 30-second and one-minute video ads. Beginning with the midnight release and continuing through July 23rd, Harry Potter will once again command the Times Square Billboard in New York City with special 5 minute promotional spots at midnight followed by 15-second spots every hour that week for a total of 10 million impressions. In addition, Scholastic will run national radio spots and Google banner ads. National retail promotions are already underway with the launch of the "While You are Waiting for Harry Potter" countdown campaign. In March, retailers nationwide received oversized bookmarks and brochures featuring Harry Potter and the Half-Blood Prince on one side while the other side features Scholastic fantasy titles to read while fans are waiting for the new Harry Potter. In May, Scholastic will ship 40,000 Harry Potter and the Half- Blood Prince five foot tall countdown clock standees to retailers across the country, as well as 5.5 million lightening-bolt temporary tattoos to hand out to fans at their midnight parties. Marcus added, "As with previous Harry Potter books, thousands of retailers will be hosting exciting midnight parties for fans, and we are working closely with stores across the country to help them plan their events." Scholastic extends its marketing campaign