Book Sense National Marketing Programs Have Launched

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The Book Sense/History Channel fundraiser -- "The Fire on the Mountain, Campaign for Communities: Firefighter Fundraiser" promotion -- officially kicked off on September 9. Nationally, hundreds of booksellers have set up special displays using materials that tie in with the October 28 History Channel documentary based on Fire on the Mountain: The True Story of the South Canyon Fire by John N. Maclean (Washington Square Press). The centerpiece of the promotion is an in-store fundraising campaign to benefit local firefighters.

In addition to the funds collected in the store, one community will be chosen to receive an additional $2,500 award for their local firefighters, courtesy of The History Channel, with participation from Washington Square Press. However, to be considered for the community award, booksellers must update ABA regarding their displays by going to and filling in a short registration form.

The promotion has already garnered much interest among the nation's firefighters (click here for related story). Given the History Channel's viewership -- it is seen in 80 million households and is ranked the third-favorite basic cable channel overall among cable subscribers -- it's expected that there will be notable consumer interest in the promotion.

A number of stores have been coordinating special events with the History Channel, and BTW will be reporting on these events in the coming weeks.

A second national promotional program has also recently begun,'s The Lord of the Rings: The Two Towers ... The Quest Continues sweepstakes promotion. Sponsored by Houghton Mifflin with participation by New Line Pictures, the campaign lets stores offer their customers a fun contest in which they identify a mystery Tolkien character and answer Two Towers trivia to earn entries for the chance to win a DVD/Home Entertainment Prize Package, a full Tolkien library, movie memorabilia, and more.

The Lord of the Rings: The Two Towers opens December 19.

Stores have received special in-store materials -- a counter easel for a Tolkien display and additional marketing materials from Houghton Mifflin -- and all stores that requested the contest easel have been entered into a drawing for bookstore prizes.

The winning store will receive a trip for two to the U.S. special screening event of the movie The Lord of the Rings: The Two Towers in December, as well as a full Tolkien library. Participating booksellers also get the chance to win a framed autographed movie poster and a LOTR: Fellowship of the Ring CD and new LOTR editions. (Winning bookstores will be asked to verify their Tolkien display, including contest easel.)