Grisham goes for gold in Christmas gift market

Grisham goes for gold in Christmas gift market

<p>Random House is packaging the first autumn thriller hardback from John Grisham for the Christmas gift market and backing it with Cornerstone&rsquo;s biggest fiction campaign of the year. </p><p><em>The Confession</em> (Century, 28th Oct, &pound;18.99), which Random described as classic Grisham in the vein of <em>A Time to Kill</em>, is being given a gold &ldquo;gift&rdquo; package, with head and tail bands and what Cornerstone marketing director Claire Round calls a premium feel. </p><p>The author&rsquo;s paperback backlist will be revamped with half the titles reissued alongside T<em>he Confession </em>and the other half chiming in with paperback publication of the new novel in summer 2011.</p><p>Round said the new look was sophisticated and aspirational. &ldquo;Grisham is the benchmark of thriller writing who sells consistently and at a high level,&rdquo; she said. The revamp also reflected &ldquo;the thrill and page-turning aspect&rdquo; of the writing.</p><p>The three-month autumn campaign will target existing and lapsed Grisham readers, thriller fans and Christmas gift-buyers, plus film fans and the legal market. As part of the campaign, Cornerstone is using &ldquo;groundbreaking&rdquo; digital technology to precisely target consumers based on their web browsing habits. Tailored advertisements will be delivered on 450 UK websites, with the specific advert seen by the consumer determined by their online behaviour.</p><p>&ldquo;We have a whole set of creatives, statements we know people respond to,&rdquo; explained Round. &ldquo;Some like the pace, others like the moral and ethical issues.&rdquo; </p><p>The messaging will also change over time, with December buyers seeing &ldquo;Give the gift of Grisham&rdquo;. </p><p>Similarly targeted advertising will go out on Facebook and Random is co-ordinating with its sister companies in the US, Australia, New Zealand and South Africa.</p><p>The gift message will be hammered home with a national outdoor campaign targeting Christmas shoppers, and there will also be sampling activity for the book.<em> The Confession</em> will be included in &ldquo;all&rdquo; the major retailers&rsquo; Christmas promotions.</p><p>Grisham&rsquo;s thrillers have always appeared in January and Random&rsquo;s only other previous Christmas Grisham was non-fiction (<em>The Innocent Man</em>, October 2006). Round said the publisher sold 325,000 copies of that but expected sales for<em> The Confession </em>to be significantly bigger because as a thriller it had more commercial potential.</p>