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Barack Obama Inspires Book Crashing Behavior

The Wall Street Journal’s Jeff Trachtenberg reports on Black Dog & Leventhal‘s attempt to cash in on Barack Obama‘s presidential bid in record time – so much so, Trachtenberg explains, that less than a month after Obama formally announced his candidacy, Black Dog’s HOPES AND DREAMS: THE STORY OF BARACK OBAMA is hitting bookstores nationwide. Black Dog has printed 100,000 copies of the book, written by Steve Dougherty, including paperbacks priced at $9.95 as well as a special hardcover edition for Barnes & Noble priced at $9.98.

“People can’t get enough of Barack Obama,” said Bruce Lubin, vice president of book development at Barnes & Noble, who expressed interest in a title if the book could be crashed – the quicker, the better. “We think there’s an audience.” Lubin declined to say how many books Barnes & Noble has ordered, but described the chain’s commitment as “strong.” The 128-page book, printed in a magazine-style size and full of photographs of its subject, is being offered in prime front-of-the-store locations and on current-events tables. The book’s publisher, J.P. Leventhal, said that altogether he has invested a bit less than $200,000 in the entire project. “It’s a gamble,” he says. “We will know in two weeks or so if it’s a success.” Because if not, that’s a hell of an investment to make and not get much out of it…

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