Thursday, November 16


A phony biotech firm? Fake websites? Bogus YouTube videos? You bet. All to promote the new Michael Crichton novel, "Next," about genetic research.

Like car makers and Hollywood, books are belatedly getting in on elaborate marketing pushes. For the Crichton book, print ads and a MySpace presence are a part of the mix as well.

HarperCollins has big expectations for 'Next,' having ordered two million copies -- a huge number for books! -- ahead of publication November 28.


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