In 1988, on Stephen King?s retirement JWT published
?The King Papers? a small collection of Stephen
King?s published writings spanning 1967-1985. They
remain timelessly potentially valuable but are an almost
unexploited gold mine. This book is comprised of a selection
of 20-25 of Stephen King?s most important articles, each one
introduced by a known and respected practitioner who, in turn,
describes the relevance of the particular original idea to the
communications environment of today.
The worth of this material is that, although the context in
which the original papers were written is different, the principles
themselves are appropriate to marketing communications in
today?s more complex media environment.
The book will serve as a valuable reference book for
today?s practitioners, as well as a unique source of
sophisticated, contemporary thinking.