Paul and Julie’s Amazing Adventure Or How We Got on the Today Show

August 2001
by Paul Lerner, Lerner Communications

« Back to Independent Articles

Earlier this year, Julie (my sister and co-author) and I were on NBC’s Today Show for an entire week. We appeared live in the studio with Katie Couric for a five-part series on being a smart medical consumer. The segments were based on our latest book, Lerner’s Consumer Guide to Health Care: How to Get the Best Health Care for Less (Lerner Communications, distributed by IPG, original trade paperback, $13.95).

People keep asking me how this happened, so here’s the story.

The book was published in September 2000. We had hired an excellent publicist, Scott Manning (who is based in New York City and has his own firm, Scott Manning & Associates), to do a full promotional campaign. We had worked with Scott on our first book (Lerner Survey of Health Care in New York) and liked him. The new campaign went well, garnering us positive reviews in Publishers Weekly and Library Journal, and some nice local media.

But we hadn’t been able to crack any major national media. That frustrated Scott and us, because we had a timely subject, compelling speakers (Julie is a cancer survivor, I’m a former AIDS advocate, and we’re both media trained), and a publicist with good contacts. Scott and I talked about this and had to accept that sometimes things just don’t go your way with the media. Scott was especially frustrated that he hadn’t been able to get us on a morning show. He had found strong interest from producers he knew at both Today and the CBS Early Show, but th…IBPA Members – Click here to view the full article (login required).

Join Today!

« Back to Independent Articles

How to Get Involved!
Marketing Opportunities

From mailings to exhibits, see how IBPA's marketing programs help you grow your sales.

Educational Opportunities

Attend a seminar, ask an expert, and get more free advice with our educational programs.

Become a member

Access exclusive members-only benefits starting at just $10.