Book review: Learn how to use the media’s voice
BUZZMARKETING
Get People to Talk About Your Stuff
By Mark Hughes
Portfolio, $23.95
This breezy book should produce a strong sense of unease in anyone who has anything to do with the business of journalism.
Mark Hughes, the author of Buzzmarketing, is a veteran US marketer with one claim to fame, at least from the standpoint of so-called “buzz generation”. In 1999, as an executive of a new internet retailer called Half.com, he engineered one of history’s greatest publicity stunts.
To put his company’s name on the map
