Think Outside the Rack

It is no longer just enough to drop books off at the local grocery and pharmacy and claim you have distribution that is relevant.  Distribution is not simply related to the number of books flying off racks.  Distribution is so much more than that.  Distribution is google ad words.   Distribution is search engine optimization.  As of this week, distribution is an iPhone application.

Congratulations to Apartment Guide for their recent television commercial partnership with Apple and the iPhone.  I thought it was pretty cool to see a company from our industry partnering with such an iconic advertising campaign.  I saw it last night during American Idol.  (Yes, I was watching American Idol, but just for the ads!)  It is also very encouraging to see a company like Apartment Guide investing outside of print.  I know from an insider perspective that they have been doing this for a long time now, however this to me sends a clear message that they truly are thinking outside the rack.

You can see it tonight during Scrubs on ABC or The Office on NBC.  It  will also air on Leno tomorrow night,  Saturday Night Live on April 11 and Extreme Makeover on April 12.  It’s cool to watch on YouTube, but it’s even better to see it during your favorite programming.

Forget the racks at 7-11. Now distribution is Saturday Night Live and American Idol.

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