Media Blitz Underway For Potter VI

You already know a new Harry Potter book is coming this summer. Here are some bells and whistles. First, expect enough books out there to fill all of Hogwarts.

Scholastic Inc., the U.S. publisher of J.K. Rowling's fantasy series, has announced a first printing of 10.8 million copies of "Harry Potter and the Half-Blood Prince," the largest such printing for a hardcover release in this country.

The previous record holder was "Harry Potter and the Order of the Phoenix," which came out in 2003 with a first run of 6.8 million.

"We have worked very closely with all of our accounts to anticipate the level of demand for Harry Potter and the Half-Blood Prince,"' Scholastic Children's Books president Barbara Marcus said Wednesday in a statement. "Once again, we are hearing from our accounts that the pre-orders are phenomenal."

"Half-Blood Prince" has topped the best seller lists of and Barnes & ever since its release was announced in December. To make sure that nobody could miss the book's arrival, Scholastic also announced Wednesday a range of marketing gimmicks, including a Harry Potter crossword puzzle in The New York Times in July, promotional spots on the Times Square billboard, Google ads and video commercials on domestic flights of Continental Airlines and American Airlines.

Bookstores already are planning their traditional parties to mark the midnight, July 16 publication of "Half-Blood Prince," the sixth of seven planned books. Worldwide sales have topped 250 million for the fantasy series, which has been translated into 62 languages.


Watch CBSN Live

Watch CBS News anytime, anywhere with the new 24/7 digital news network. Stream CBSN live or on demand for FREE on your TV, computer, tablet, or smartphone.

Watch Now

New Android App

For your Android phone and tablet, download the FREE redesigned app, featuring CBSN, live 24/7 news.

The all new
CBS News App for Android® for iPad® for iPhone®
Fully redesigned. Featuring CBSN, 24/7 live news. Get the App