Interactive marketing the old-fashioned way: publisher applies contest strategy to sell African American mystery

Black Issues Book Review, July-August, 2003 by Glenn Townes

Who Killed Tiffany Jones?, published under the Amistad imprint, is the first time a major publisher has employed the interactive approach to an African American-interest mystery novel. Hoping to capitalize on an infrequently used but successful book-marketing concept, New York--based Amistad, an imprint of HarperCollins Publishers, promoted the mystery novel Who Killed Tiffany Jones? by Mavis Kaye with abundant fanfare that included a big cash prize to the most creative amateur super sleuth to solve the crime. In a national media blitz campaign that included radio giveaways, a postcard campaign and targeted print ads, the publisher challenged readers to determine who murdered protagonist Tiffany Jones, an international pop diva on the comeback trail. Clues are provided throughout the book and readers are whisked away by a fast-paced plot and a well-told story. The interactive concept and the you-solve-it-you-win-it $10,000 grand prize was a success.

According to Rockelle Henderson, director of marketing for Amistad, the "whodunit" notion undoubtedly increased public awareness about the book. "When it comes down to it" Henderson says, "everyone likes a good mystery!"

The concept of involving readers in a story is a marketing strategy that has proven successful before. The 1983 mystery Who Killed the Robins Family? by Bill Adler and Thomas Chastain challenged readers to solve the mystery and win $10,000. Its success lead to more you-solve-it mysteries--Revenge of the Robins Family (1984) and The Picture Perfect Murders (1987).

HarperCollins announced its acquisition of Amistad Press, a leading publisher of African American books, in October 1999. Founded in 1986, Amistad Press has published the works of celebrated African American authors, including Toni Morrison, Gloria Naylor and Alice Walker. Such notables as Langston Hughes, Zora Neale Hurston and Richard Wright have been featured in Amistad's literary series.

When asked if Amistad will use interactive marketing on future titles, Executive Editor Dawn Davis replies, "Every book is different and we design a marketing plan around that book's content and the author's platform."

Critics of interactive marketing argue that the you-solve-it mystery is only a dever gimmick to boost sales, but others contend that any device to promote African American rifles and authors is a plus. Rodney Marcus (RM) Johnson, author of four novels: The Harris Men, Father Found, The Harris Family and Love Frustration, says, "Any platform that gets your name and book out there in a positive way is great." Author Kimbeda Lawson Roby agrees: "Mainstream publishers are finally beginning to take an interest in the works and stories by and about African Americans" she says. "Sales, marketing or anything else that promotes that reality is a definite plus."