It seems that Scholastic, Inc., the U.S. publisher of the Harry Potter series, is targeting adults ages 18 to 35 by featuring ads with bikers, skateboarders and couch potatoes which will appear in Rolling Stone and other magazines throughout October.
Besides Rolling Stone, the promotions also will run in US Weekly, Outside Magazine and TimeOut New York, the only one of the four magazines in which Scholastic has advertised before.
Barbara Marcus, president of Scholastic Children's Books, told The Associated Press on Tuesday:
"We felt we needed to think out of the box and reach out to readers who would not normally pick up a copy of Harry Potter unless somebody placed it in their hands. We just want the ad campaign to pique the interest of adult readers enough so that they pick up the books."
Rival publishers say they have never heard of a children's book being advertised in such a way, but praise Scholastic for doing so.
Lisa Holton, senior vice president and publisher of Disney's children's books division said:
"It sounds very funny and witty. I think it's fabulous Scholastic is going after that audience. ... A lot of us, I would think, are rooting for Scholastic to do really well."
Sales for Harry Potter and the Order of the Phoenix, have reached 11 million just three months after publication. That well exceeds the announced print run of 9.3 million and approaches the 11.3 million hardcover total of Potter IV, Harry Potter and the Goblet of Fire, published three years ago.
Below are two of the ads from this series, which end with the phrase "We all have our reasons. What's yours?"