Stephen King's new novel is about murderous rampages sparked by mysterious pulses emanating from cell phones, so naturally the book's publisher will use cell phones to help market it. In an elaborate
marketing campaign, the venerable publishing house Scribner will give Mr. King's fans the opportunity to buy ring tones of his voice. The plan also calls for text messages to be sent to 100,000 cell
phone users that say "The next call you take may be your last.... Join the Stephen King VIP Club at www.cellthebook.com." The effort is being targeted to a specific demographic group--18- to
54-years-old, 55 percent male--that is seen as likely buyers of the book. The "VIP Club" features trivia contests, polls and sweepstakes; members will also receive an audio message via cell phone from
Mr. King on Jan. 24 in which he says: "Hear the back story on my novel 'Cell.' Visit cellthebook.com to play my exclusive audio clip."
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