Word: word-of-mouth
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...auguries are mixed. The Percy Jackson books, written by Rick Riordan, a former high school teacher now based in Texas, became a word-of-mouth sensation after the first one hit shelves in 2005. Parents loved that they were based on Greek myths: Percy (played by Logan Lerman in the movie) is actually Perseus, a demigod son of Poseidon. He faces down remodeled versions of such perils as Medusa (in New Jersey), the land of the lotus eaters (in Vegas) and Ares, the god of war (a Hell's Angel). Olympus is on top of the Empire State Building. Hades...
...There is no equivalent to Oprah Winfrey - whose television show has been launching best-sellers in the U.S. for years - so boosting sales still requires a personal touch. Authors looking to increase their numbers are compelled to visit bookstores large and small to talk up their book. This word-of-mouth method among booksellers still reigns supreme in India. "They are the guys who are going to be hand-selling a good book to customers," says Padmanabhan. (See a TIME video on an Indian coffee house...
...Habashy and her colleagues—two close friends who are also from Harvard—have initially selected designers through word-of-mouth research, professors at design schools, and fashion writers and editors to identify under-the-radar creators who would benefit from participating. In the future, TheCultivate.com team plans to create an application process for designers...
...charitably minded groups are fighting to get men to bring back the mustache in November, the month that has become the peak growing season for this unlikely word-of-mouth - and sight-of-mouth - movement. Both groups of facial-hair fundraisers want guys to ignore both fashion trends and the skepticism of significant others to sprout a 'stache for a month, the more absurd the better...
With the opposition showing its strength even under pressure, it is questionable as to how much the Iranian regime's hard-line tactics have worked to demobilize the Green Movement's members. The rallies seem to be spontaneously organized through the Internet before trickling down to word-of-mouth notifications. Some participants said that future protests are already being planned, given the large and unexpected turnout on Friday. Due to Iran's many religious and revolutionary holidays, opposition supporters have no lack of opportunity to continue showing their protest against the regime. One of the next dates in sight...