Product Placement Hitting the Bookshelves

Adrants and seemingly every other voice chimed in against Cathy's Book when word of it hit the web this summer. Editors were urged not to review the book, and readers encouraged not to buy it. But now, as the book starts hitting shelves, consumers will have to decide for themselves if they are ready for product placement in literature.

Cathy's Book prominently integrates Cover Girl makeup in its pages in exchange for promotion of the novel on a Procter & Gamble web site. Critics say this crosses the line between recreation and entertainment. But one could argue otherwise. Ever seen a sporting event? Uniforms, stadiums and fields themselves are adorned with well-known brand logos. Oversized plasma screens show commercials during the event. It's called sponsorship. In this case, the book was originally written without specific brand allegiance, and Cover Girl was mentioned by name only after an agreement was formed.

Cathy's Book is a glimpse into the future of multi-platform entertainment. Especially when you factor in the content and goals of the book itself. The novel is actually a rich interactive experience, complete with web sites and URLs for readers to visit at key points while reading. Thus taking the journey both on and offline. The question is whether teen girls (who are already bombarded with brand messaging) will mind or even notice the CG references. I've read dozens of book in the last year that have mentioned fashion brands and designer items by name, for free. At best, it's a win-win for all parties. At worst, it was an experiment for the rest of us to learn from.