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'Lone Star' Builds Audience Before Broadcast

When Fox introduces the soapy new drama "Lone Star" on television this fall, some Vanity Fair readers, cruise line passengers, hotel guests and iPad owners will have already seen it. The network says it wants the show to be sampled far and wide, so it is giving away the first full episode through alliances with illustrious brands like the Condé Nast mag.

"The best way to market 'Lone Star' is to have it seen," said Joe Earley, who has overseen Fox's marketing campaigns for years and who was promoted to president for marketing and communications last month. "Our goal this fall, much as we did with 'Glee' last year, is to have it seen by as many people as possible."

Read the whole story at The New York Times »

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