Starbucks Embraces Mitch Albom

Posted on August 8, 2006

Starbucks announced that it will be promoting and selling Mitch Albom's new novel in Starbucks stores.

Sales of the book, "For One More Day," will be supported by a marketing effort that will include in-store signage, a 25-city initiative to encourage customers to discuss the book at Starbucks stores, and a charity tie-in to promote literacy.

Starbucks declined to disclose the terms of the deal with the book's publisher, Hyperion. The company, which is based in Seattle, has parlayed successful sales of music compilation CDs into a small but profitable business that has included deals for exclusive content with musicians like Bob Dylan and Alanis Morissette. This year, Starbucks extended its reach into the entertainment business through a deal in which it promoted the low-budget film "Akeelah and the Bee" in its stores.

Selling the latest book by Albom, author of "The Five People You Meet in Heaven" and the memoir, "Tuesdays with Morrie," takes that strategy a step further, said Ken Lombard, head of Starbucks Entertainment. "For One More Day," which Starbucks said "focuses on the connection between parents and children," goes on sale in Starbucks stores October 3. It also will be available in traditional retail outlets, where it will go on sale about a week earlier, Lombard said. Starbucks is timing the beginning of its promotion to coincide with Albom's book tour, during which he will visit Starbucks coffee shops in eight cities, Lombard said.

Albom is heading out on a book tour to promote For One More Day and will be doing booksignings at Starbucks in eight cities. Those who can't abide standing in line behind people who are getting frappucinos may find the lines at an Albom booksigning to be equally daunting. Let's hope he selects the larger Starbucks venues for his signing stops and doesn't schedule them during the morning commuting rush. Because that could get ugly.


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