Publishers use all kinds of publicity and marketing tricks to sell books.They toil over their mailing lists to decide which reviewers to solicit to write up something nice about a title, they beg radio and television hosts to interview an author, they even push authors in the direction of key events to get their name out there. But one tactic they don't employ--and perhaps should since it seems to work like a charm!--is to somehow get a celebrity just to casually tote a book around so the papparazzi can get a nice juicy shot of it. See Angelina Jolie above, for example.
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