In the spring of 1996, a client author was planning to self-publish a work of fiction and decided to put the novel on the web prior to publication in order to create awareness.

Initially, he considered putting the entire book on the web to be read at leisure, with no return for him on the effort, other than the notoriety of being the first to do this prior to general release and possibly promoting the upcoming hardcover version.

However, we then decided to require readers to answer a series of questions about their opinions of the book, its subject, and their political/social beliefs. The queries also contained demographic questions for marketing purposes. Web site readers were required to answer a few questions before being able to download the first and then subsequent segments of the book.

Respondent data began to develop a pattern. We quickly saw that in addition to the compelling subject of the book and the unique way in which it was being cyber-distributed and promoted, the compiled answers from this questionnaire also had unique news value.

But how do we get the word out?

Another communications associate and I quickly decided that "copy-heavy" communication of this news to journalists would receive very little attention. However, finding a way to benignly share this information that allowed these people to experience, without distracting them from their daily duties, had a much better chance of success.

Little did we know.......

In April 1996, a few weeks after the book went on-line, an interactive Media Center Web site was developed for The Truth Machine that included among other features:

• An overview of the book and its author
• An explanation of the press room concept and how it gave the media the option of determining how they covered the several news pegs represented by The Truth Machine and marketing efforts on its behalf.
• An overview of a separate telephone poll that was commissioned surrounding the premise of a truth machine and how the public thought such a device would affect society.
• Summary and Methodology of Conclusions of the Readers Poll, and an explanation of its value to the project

• The Wall Street Journal
• The New York Times New Technology Section
• The Houston Chronicle
• The Dallas Morning News
• The Philadelphia Inquirer
• All Things Considered (National Public Radio afternoon-drive news block)
• Marketplace (NPR's business-related network radio program...twice!)
• KTRK-TV (ABC Affiliate in Houston)
• KERA (National Public Radio outlet in Dallas/Fort Worth)

However, the Media Center quickly generated stories on radio, television and in print. The number of hits increased dramatically. Within seven weeks, the total jumped to well over 35,000. This was a very significant number when you consider the fact that no more than 15% of the population had access to the Internet.

During this same period, the number of reader response surveys also grew in geometric fashion to almost 3,000.

As mentioned, the author, Jim Halperin, was prepared to release his self-published work in November 1996. Once accomplished, he hoped to receive the attention of a national publisher that might assume subsequent publishing and distribution responsibilities; but he was prepared to continue alone if unsuccessful.

However, events began to accelerate at a dizzying pace:

• Less than 60 days after the beginning of the coverage that was a product of his Media Center, a division of Random House purchased the publishing rights and released the work in the fall. Sales were brisk.
• Shortly after the book's Random House release, Jim sold the script option rights to a major Hollywood studio.
• Jim was asked by Random House to write a follow-up novel The First Immortal.