Collection of HP paperbacks
Collection of HP paperbacks

'Expecto Paperback-um' spell cast by Scholastic

  August 13, 2004 at 2:30 PM ET
  Cheeser     HPANA
  expecto paperback-um, harry potter paperback, harry potter and the order of the phoenix paper back


Scholastic, the U.S. publisher of JK Rowling's "Harry Potter" books, unveiled a $1 million marketing blitz to usher in the paperback version of "Harry Potter and the Order of the Phoenix" on August 10.

We've got a sneak peek of one of the new ads:

The ad reads: "Five Years. Five Books. Five Adventures. All five now in paperback."

Scholastic's magazines, with a combined circulation of 2 million, will promote the paperback with ads carrying the message.

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