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A Sturdy Name SellsBy Marianne Salina
Learning & Life Columnist
Harry Potter, like Albert Einstein or George Bush, is a name we have all come to recognize. He also ranks third in book sales behind the Bible and The Thoughts of Chairman Mao. The Harry Potter series, now in its sixth installment, is the topic of discussion in circles of children and adults alike. And with over 250 million copies sold worldwide, and an estimated $4 billion riding behind this famous name, many of us are left in wonderment at this little wizard's lucrative magic. But the success of J.K. Rowlings' collection of adventures is really no mystery. Long before the empire of spin-off sensations began, the writing sold itself.
A Wizard's Market Value
Like any good investment, Harry Potter first had to prove his worth. With hundreds of marketable traits written into this series of fantasy, it was only a matter of time before advertising firms were scheming. And they soon saw the success written between the lines: people everywhere couldn't stop talking about Harry Potter.
Riding the Wave
The series became a huge hit among youngsters-an age group that is often difficult to sell. Parents, thrilled that their children suddenly loved to read, helped infuse the excitement surrounding the fictional boy. And by Rowlings' fourth installment, Warner Brothers began to work on accompanying films. Of course, this was not before marketers had games, chat rooms and candy devoted to the book's myriad characters and places.
A Model in Marketing
The success of Harry Potter illustrates how essential strong marketing intuition is to the entertainment industry. Particularly for those who dream of emulating the swift and powerful hand that advertising firms have played in Potter's success, take heed: you too can partake. Learning the ins and outs of advertising strategies and sniffing out the source of consumer interest are all possibilities when you pursue your marketing degree. While Rowlings' success may seem daunting, just remember that without the role of investment and strong advertising, her words would not have traveled so far so quickly. And, as with Harry and his author, a good happy ending can only come after a few steps into the unknown.
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About the Author
Marianne Salina is a freelance writer in Spokane, Washington. She writes about pursuits in education and degree opportunities.
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