Marketing Products Through Blogs With ‘Seeding’

Steve links to an analysis of the marketing approach behind the Freakonomics book in How Publishers Are Turning Online to Market Books:

Publicists for the book sent galley copies of the title to over a hundred bloggers who, in turn, profiled or reviewed the book on their sites. As part of a 12-week marketing blitz engineered by Boston-based BzzAgent, Inc., advance copies of the title were mailed to a thousand possible supporters. BzzAgent, which works on generating word-of-mouth for various products, contacted a targeted group of “agents�—all of whom have registered with the site, listing their interests and tastes—to read the book.