Christian-book publisher Broadman & Holman wanted to capitalize on the hype around the December 9 theatrical release of C.S. Lewis' The Chronicles of Narnia: The Lion, The Witch and The Wardrobe by publishing four related books: Jack's Life: The Life Story of C.S. Lewis by Lewis' stepson, Douglas Gresham, Narnia Beckons, Further Up & Further In, and The Keys to the Chronicles.
STRATEGY
The goal: differentiate the books from the more than 210 Narnia-related titles that were about to hit the shelves. ...