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No one ranks promotional campaigns for authors, but if they did, Mitch Albom would be leading the league -- by far.
When most books tours are limited to fewer than a dozen cities, Albom is starting a 62-city, 74-event campaign when his novel, For One More Day (Hyperion, $21.95), is published Tuesday.
Wednesday in Detroit, Albom's hometown, he'll share a stage with singer Tony Bennett and actor Hank Azaria (who played Albom in the TV movie of Tuesdays With Morrie, Albom's 1997 best seller) at a benefit for the homeless.
On Oct. 3, Albom's novel goes on sale in 5,400 Starbucks as the first title in the coffee chain's new book program. Albom will appear at eight stores and be the subject of coffeehouse book discussions in 25 cities Oct. 26.
Albom, 48, a syndicated columnist for The Detroit Free Press, which is owned by Gannett, the parent company of USA TODAY, already is a publishing phenomenon. He draws huge crowds who bring stacks of books for him to sign -- one for them, the rest for friends.
Combined sales of Tuesdays, about Albom's relationship with a dying professor, and Five People You Meet in Heaven, his 2003 debut novel, total about 17 million copies.
His new novel (first printing: 2.2 million copies) also raises questions about mortality and love. It's about a suicidal has-been's chance to spend one more day with his mother, eight years after her death.
Albom says he likes to combine his book tours with fundraisers for charities: "It's not just about me and selling books, but doing some good." His tour includes 30 fundraisers. Starbucks says the company is donating at least $50,000 from its book sales to Jumpstart, a literacy program.
Album says the novel grew out of his last tour when readers "talked about their parents or someone they loved, and if only they had one more day with them."
It would be a best seller even without a tour, says Scott Manning, a publicist not involved in the Albom campaign. "But it makes sense: In the short term, it sells books. In the long term, it keeps the author in touch with his fans."
As for Starbucks' book program, Russ Lawrence, American Booksellers Association president, says the competition is "not helpful" to independent bookstores but "shouldn't spell anyone's doom."
He says Starbucks is starting with a "winner (in Albom). Choosing an unknown author who could possibly use the exposure is more Oprah's style -- but she's not depending on book sales to appease thirsty stockholders." The reviews of For One More Day have been mixed. Publishers Weekly says Albom "wields pathos as if it were a Louisville Slugger," but "often strikes a nerve on his way to the heart."
The New York Observer calls it a "syrupy concoction," adding, "Now that's synergy: coffee and a sweetener, sold side by side."
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