A burning issue...a hot marketing ploy....

Publisher's Weekly is running an interesting article on the marketing campaign behind Brock Clarke's novel, An Arsonist's Guide to Writers Homes in New England (due in September). It began, apparently, with a letter sent to book review editors and their ken:

on paper decorated with roses and butterflies addresses a Mr. Pulsifer, and implores him to "burn down Edith Wharton's house." The note, signed "Sincerely, Beatrice Hutchins, Lenox, MA," makes no mention of a book, publisher or publicity effort, nor that Pulsifer and Hutchins are characters from a novel.

There will apparently be two more letters, threatening the homes of two other New England authors leading up to the delivery of the galley's for review.

In light of Boston's ridiculous overreaction to Comedy Centrals' LiteBrite ad campaign, I am certain this will catch flack. That said, I think it is brilliant, engaging and effective. It has already garnered a great deal more press than would otherwise be warranted for a book more than 6 months from release (and not involving a character named Potter).

I will send a jar of wild Maine blueberry jam to anyone who sends me one of these letters...something really special if you send all three (with a bonus for the galley). I look forward to its release.

Thanks to Jerry Blaz for the heads up on this...