Synopses & Reviews
You've seen it all before. A malicious online rumor costs a company millions. A political sideshow derails the national news cycle and destroys a candidate. Some product or celebrity zooms from total obscurity to viral sensation. What you don't know is that someone is responsible for all this. Usually, someone like me.
I'm a media manipulator. In a world where blogs control and distort the news, my job is to control blogs — as much as any one person can.
In today's culture...
1) Blogs like Gawker, Buzzfeed and the Huffington Post drive the media agenda.
2) Bloggers are slaves to money, technology, and deadlines.
3) Manipulators wield these levers to shape everything you read, see and watch — online and off.
Why am I giving away these secrets? Because I'm tired of a world where blogs take indirect bribes, marketers help write the news, reckless journalists spread lies, and no one is accountable for any of it. I'm pulling back the curtain because I don't want anyone else to get blindsided.
I'm going to explain exactly how the media really works. What you choose to do with this information is up to you.
"In this revealing volume, Holiday describes the marketing strategies he's learned, developed, and put into practice through his work with such infamous entities as American Apparel (under whose auspices he serves as director of marketing) and the notoriously irreverent Internet-to-print phenom Tucker Max. A self-described 'media manipulator,' Holiday candidly states that his 'job is to lie to the media so they can lie to you.' According to him, it's all part of the game. Though he admits to being 'no media scholar,' Holiday effectively maps the new media landscape, from 'small blogs and hyperlocal websites,' to 'a mix of online and offline sources' and the national press. But his main market is blogs, and given the increasingly interconnected nature of the Digital Age and the rise of blogs as veritable news outlets, his focus is prescient and his schemes compelling. From fabricating stories and marketing them 'until the unreal becomes real,' to defacing his own billboards to build street-level buzz, Holiday's tactics may not represent the apogee of ethical marketing, but they work folks love to hate American Apparel's lewd ads, and the vitriolic concoction that Holiday brewed around Tucker Max took his book, I Hope They Serve Beer in Hell, to #1 on the New York Times bestseller list. Media students and bloggers would do well to heed Holiday's informative, timely, and provocative advice. (July)" Publishers Weekly Copyright PWxyz, LLC. All rights reserved.
About the Author
RYAN HOLIDAY is a media strategist for notorious clients such as Tucker Max and Dov Charney. After dropping out of college at 19 to apprentice under Robert Greene, author of The 48 Laws of Power, he went on to advise many bestselling authors and multiplatinum musicians. He is currently the director of marketing at American Apparel. He lives in New Orleans. Visit www.ryanholiday.net