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Case Studies

Do Good: Embracing Brand Citizenship to Fuel Both Purpose and Profit

DO GOOD: EMBRACING BRAND CITIZENSHIP TO FUEL BOTH PURPOSE AND PROFIT

“Good works” are no longer optional when it comes to the business world. In every age group, people commit to brands that show good citizenship. From... more ›

 

Becoming Facebook: The 10 Challenges That Defined the Company That's Disrupting the World

BECOMING FACEBOOK: THE 10 CHALLENGES THAT DEFINED THE COMPANY THAT'S DISRUPTING THE WORLD

MEDIA CONNECT conducted a boutique campaign for Silicon Valley insider Mike Hoefflinger’s book, Becoming Facebook (April 2017). The book tells the fas... more ›

 

Teach to Work: How a Mentor, a Mentee, and a Project Can Close the Skills Gap in America

TEACH TO WORK: HOW A MENTOR, A MENTEE, AND A PROJECT CAN CLOSE THE SKILLS GAP IN AMERICA

Patty Alper, the president of the Alper Portfolio Group, a marketing and consulting firm, retained the services of Media Connect to promote her book,... more ›

 

MC Business is a specialty division that, since its inception more than 20 years ago, boasts a number of successful book campaigns including three recent New York Times bestsellers, The Value of Debt by Thomas J. Anderson (Wiley), Infiltrated by Jay W. Richards (McGraw Hill) and Wealthy by Design by Kimberly Foss (Greenleaf), as well as the Wall Street Journal bestseller The Courage Solution by Mindy Mackenzie (Greenleaf). 

Other notable books MC Business has promoted in recent years:

MC BUSINESS BOOKS – SERVICES

Business books fall into a number of categories: management, leadership, sales, motivational, personal finance, economic, business narrative, career, workplace, etc. Each category calls for a different media campaign with a specialized list of targeted print and online media. What follows is a general summary of MC Business media campaigns.

MC Business approaches book launches combining these three elements:

1. Traditional Publicity Campaigns (TV/Radio/Print)
2. Special Sales at Speaking Events
3. Online Media Campaigns

 

1. TRADITIONAL PUBLICITY CAMPAIGN

MC Business offers a full range of publicity vehicles to maximize the coverage of your book.

A. NATIONAL PRINT MEDIA CAMPAIGN

MC Business focuses heavily on print coverage since it lays the foundation for most successful business book campaigns. Placements include a combination of reviews, features, bylined articles, and mentions or features where the author is used as a source.

If this strategy is included in the campaign, MC Business typically comes on board 4-6 months before publication. A galley mailing is conducted as early as possible, a finished book mailing is conducted approximately four weeks prior to the publication date, and follow-up is carried out for another three months after the launch.

Print outlets and their dotcom entities have the highest priority in terms of allocating PR resources.          

Example Outlets:

GENERAL BUSINESS: Fortune, Forbes, The Economist, Inc., Entrepreneur, Wall Street Journal, Business Week, Fast Company, Harvard Business Review, Investor’s Business Daily, Financial Times, The Conference Board Review, Strategy & Business, Chief Executive, Industry Week, local business journals, etc.

MAINSTREAM MEDIA: USA Today, New York Times, Washington Post, LA Times, Chicago Tribune, AP, Time,  Reuters, Gannett, all local dailies, etc.

PROFESSIONAL TRADE MEDIA: Brandweek, Advertising Age, Adweek, Sales and Marketing Management, Selling Power, Marketing Week, Training, Training & Development, HR Executive, CIO, etc.

INDUSTRY TRADES: Automotive News, Ward’s Auto World, Beverage World, American Banker, Information Week, Computer World, PC World, Pharmacy Times, Modern Healthcare, Hotel Management, Realtor News, American Family Physician, American Medical News, Restaurant Business, Telecommunications, etc.

SYNDICATED BUSINESS WRITERS/REVIEWERS/COLUMNISTS: Jim Pawlak, Scott Burns, Harvey Mackay, Anita Bruzzese, Jeffrey Gitomer, etc.

NEWSLETTERS: Smart Brief, Executive Excellence, and Soundview Executive Book Summaries         

PERSONAL FINANCE PRINT MEDIA: Money, Smart Money, Bloomberg Personal, Barron’s, Financial World, Pension and Investments, Institutional Investor, and a variety of personal finance columnists.

 

B. NATIONAL BROADCAST TELEVISION & RADIO CAMPAIGN

MC Business approaches all appropriate national network and cable television stations and shows, including all major morning and talk shows, business programs, newscasts, feature segments, and panel discussion shows. Additionally, we reach out to nationally syndicated radio and regional shows primarily focused on business and news/talk.

Some business books have appeal to the mainstream national shows such as Good Morning America, Today, CBS This Morning and Fox & Friends, but for the most part, there are a select number of appropriate broadcast outlets for business books including:

Example Outlets:

BROADCAST: CNN, CNN International, CNBC, Marketplace, MSNBC, Fox Business Channel, BBC, Bloomberg TV/Radio, CBS, Radio, AP Radio, Fox News Channel

VIDEO INTERVIEWS: Business Insider, Motley Fool, Yahoo Finance, Huffington Post, etc. 

 

2. SPEAKERS TOUR 

We stress a strong speaking platform for all our business authors. MC Business can set up non-paying speaking engagements as part of your campaign, done purely to promote the book. We set up speaking engagements that result in meaningful book sales (arrangements for books to be pre-sold for the event or at the very least sold at the back of the room after the event), and are known for our connections with venues including: The Conference Board, Association of Corporate Growth, Harvard Business School Alumni Club, Young Presidents Organization (YPO), Entrepreneurs Organization (EO), American Marketing Association (AMA), Society for Human Resource Management (SHRM), Chambers of Commerce, Business Journals, National Association of Corporate Directors (NACD), and International Association of Business Communicators (IABC).

 

3. ONLINE MEDIA CAMPAIGNS

MC Interactive offers online media services that focus on community building, engagement and overall outreach to relevant bloggers, podcasters, large platform sites, as well as to digital journalists writing for online extensions of traditional media outlets.

We conduct in-depth online landscape analyses – which include examining a variety of metrics – ultimately identifying key blogs, websites, and social networks of influence. Our approach is organic, and we tailor each pitch according to the outlet and overall campaign message.

Our community building and outreach services also extend to the work we do with clients on social platforms (Facebook, Twitter, LinkedIn, etc.). We work closely with our clients to develop creative and consistent content on each platform, drawing their attention to their target audience and relevant digital dialogue.

We offer one-on-one social media consultations and coaching sessions in person, by phone, and over Skype, so that clients can develop or strengthen their social media competency and comfort.

Most recently, we've worked with clients such as Teresa Amabile, Tim Ogilvie, Josh Linker, Greg Verdino, and David Burkus to execute community building efforts as well as blogger outreach campaigns that help raise brand awareness.

Our customized online media outreach campaigns are executed over a 3-6 month period, with a focus on garnering the most grassroots buzz possible around the title and author.

To complement our digital outreach efforts, and when MC Business authors seek website development, MC Interactive partners with an extremely talented team of web designers to build attractive and easy-to-use author websites. We place a strong emphasis on clean, branded sites that serve up your content in an easy-to-digest fashion.

In addition, MC has conducted Satellite TV Tours, National Public Radio Tours, Podcast Tours and Morning Drive Radio Tours for numerous business authors including Michael Eisner, Charles Handy, Andy Grove, Michael Lewis, James Stewart, Dave Thomas, Stanley Bing, Harry Beckwith, Steven Covey, Seth Godin, Jim McCann, Barry Nalebuff, and Seth Goldman.

MC Business has also carried out special promotions to help publicize business books ranging from nationwide contests such as the Best Boss/Worst Boss Contest to targeted promotions with the Admiral Clubs of American Airlines and the World Clubs of Northwest Airlines.

 

Contact: David Hahn, Managing Director

MEDIA CONNECT (a division of Finn Partners)
301 East 57th Street, 4th Floor New York, NY 10022
Direct: 212-593-5847| Fax: 866-628-6118

David.hahn@finnpartners.com | www.mediaconnect.com

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ADDITIONAL CLIENT LISTINGS

Other bestseller campaigns include Harvey Mackay’s #1 New York Times Business bestseller, We Got Fired! (Ballantine Books, 2004) and Bill George’s Authentic Leadership (Jossey Bass, 2003). MC Business received two BULLDOG REPORTER Media Excellence Awards for its work on Bill George’s campaign, including the Silver Award in the General Business category and the Gold Award in the Personality/Celebrity category. MEDIA CONNECT also promoted David Silverman’s book, TYPO: The Last American Typesetter or How I Lost 4 Million Dollars (Soft Skull Press, 2007) picked as one of the “Best Business Books of 2007” by Strategy & Business.

Also of interest is MC Business’ promotion of NUTS: Southwest Airlines Recipe for Personal and Business Success (Bard Press, 1996) by Kevin and Jackie Freiberg, during which we had the privilege of working with Herb Kelleher and the entire Southwest team.

Over the years we have handled many other successful business book campaigns including What I Learned Before I Sold to Warren Buffett (Wiley, 2003) by Barnett Helzberg, Jr., Rethinking the Sales Force (McGraw Hill, 1999) by Neil Rackham, Leadership by the Book (Random House, 1999) by Ken Blanchard, Getting Everything You Can Out Of All You’ve Got (St. Martin’s, 2001) by Jay Abraham, and The Power of Focus (HCI, 2000) by Mark Victor Hansen, Jack Canfield and Les Hewitt.  MC also promoted Latticework: The New Investing (Texere, 2000) by Robert Hagstrom, Why I Hate Flying (Texere, 2001) by Henry Mintzberg, The Weightless Society (Texere, 2000) by Charles Leadbeater; and Absolut (Texere, 2000) by Carl Hamilton.

 

TESTIMONIALS

...I'm able to get to a lot of towns where the radio doesn't air and I'm virtually unknown. This has been great. You've all done a super job.
— HOWARD STERN, Author of Miss America