Bridge Global Strategies

There's More than One Way to Reach the Best Sellers List

Cover: Unstoppable Global Warming Just after Al Gore's world-famous treatise on global warming, An Inconvenient Truth, was published, Dennis Avery, a Hudson Institute writer and agricultural economist, teamed up with Fred Singer, a climatologist, physicist and the first director of the National Weather Satellite Service, to publish their response. Entitled, Unstoppable Global Warming—Every 1,500 Years, it was written in accessible language but backed by numerous scientific references. The book argued that global warming is cyclical, caused by solar activity and unstoppable, and that the world would be economically better off preparing for it than trying to stop it. Bridge staff members agreed that the authors' viewpoint, whether right or wrong, deserved to be heard.

We prepared a conventional outreach to book reviewers, only to discover quickly that traditional media would not review the book. So we developed an alternate strategy: we arranged author interviews on conservative talk shows that had audiences in the millions. Each of these shows also had a web site with an online following.

Within a short time, there was national buzz about the book and large numbers of copies began selling. In addition, the buzz helped us win the attention of a syndicated newspaper columnist, who interviewed one of the authors and helped the book make the transition into the mainstream media. The result: the book made it to the New York Times Bestsellers List - even though the Times refused to review it. There was so much demand for the book that the authors developed an updated and expanded edition.

Representative media coverage

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