One of the most successful public relations campaigns in history, featuring heroic astronauts, press-savvy rocket scientists, enthusiastic reporters, deep-pocketed defense contractors, and Tang. In July 1969, ninety-four percent of American televisions were tuned to coverage of Apollo 11's mission to the moon. How did space exploration, once the purview of rocket scientists, reach a larger audience than My Three Sons? Why did a government program whose standard operating procedure had been secrecy turn its greatest achievement into a communal experience? In Marketing the Moon, David Meerman Scott and Richard Jurek tell the story of one of the most successful marketing and public relations campaigns in history: the selling of the Apollo program. Primed by science fiction, magazine articles, and appearances by Wernher von Braun on the “Tomorrowland” segments of the Disneyland prime time television show, Americans were a receptive audience for NASA's pioneering “brand journalism.” Scott and Jurek describe sophisticated efforts by NASA and its many contractors to market the facts about space travel—through press releases, bylined articles, lavishly detailed background materials, and fully produced radio and television features—rather than push an agenda. American astronauts, who signed exclusive agreements with Life magazine, became the heroic and patriotic faces of the program. And there was some judicious product placement: Hasselblad was the “first camera on the moon”; Sony cassette recorders and supplies of Tang were on board the capsule; and astronauts were equipped with the Exer-Genie personal exerciser. Everyone wanted a place on the bandwagon. Generously illustrated with vintage photographs, artwork, and advertisements, many never published before, Marketing the Moon shows that when Neil Armstrong took that giant leap for mankind, it was a triumph not just for American engineering and rocketry but for American marketing and public relations.

What if working like crazy to beat the competition did exactly the opposite, making you mediocre and more like the competition? In today’s world of overabundant consumer choices and superfluous apps, upgrades, add-ons, and features, brands have become nearly identical, as their efforts to outdo one another have pushed them into a dizzying herd of indistinct options. Youngme Moon identifies the outliers, the mavericks, the iconoclasts—the players who have thoughtfully rejected orthodoxy in favor of an approach that is more adventurous. Some are even “hostile,” almost daring you to buy what they are selling. Using her original research on companies such as IKEA and Google, Moon will inspire you to be counterintuitive and meaningfully different—to rethink your business strategy, to stop conforming and start deviating, to stop emulating and start innovating. Because to stand out you must become the exception, not the rule.

Stung by the pioneering space successes of the Soviet Union - in particular, Gagarin being the first man in space, the United States gathered the best of its engineers and set itself the goal of reaching the Moon within a decade. In an expanding 2nd edition of How Apollo Flew to the Moon, David Woods tells the exciting story of how the resulting Apollo flights were conducted by following a virtual flight to the Moon and its exploration of the surface. From launch to splashdown, he hitches a ride in the incredible spaceships that took men to another world, exploring each step of the journey and detailing the enormous range of disciplines, techniques, and procedures the Apollo crews had to master. While describing the tremendous technological accomplishment involved, he adds the human dimension by calling on the testimony of the people who were there at the time. He provides a wealth of fascinating and accessible material: the role of the powerful Saturn V, the reasoning behind trajectories, the day-to-day concerns of human and spacecraft health between two worlds, the exploration of the lunar surface and the sheer daring involved in traveling to the Moon and the mid-twentieth century. Given the tremendous success of the original edition of How Apollo Flew to the Moon, the second edition will have a new chapter on surface activities, inspired by reader's comment on Amazon.com. There will also be additional detail in the existing chapters to incorporate all the feedback from the original edition, and will include larger illustrations.

A story of long distance friendship and how we can stay close even when we are far apart.

“This rich volume is a national treasure.” —Kirkus Reviews (starred review) “Captivating, informative, and inspiring…Easy to follow and hard to put down.” —School Library Journal (starred review) The inspiring autobiography of NASA mathematician Katherine Johnson, who helped launch Apollo 11. As a young girl, Katherine Johnson showed an exceptional aptitude for math. In school she quickly skipped ahead several grades and was soon studying complex equations with the support of a professor who saw great promise in her. But ability and opportunity did not always go hand in hand. As an African American and a girl growing up in an era of brutal racism and sexism, Katherine faced daily challenges. Still, she lived her life with her father’s words in mind: “You are no better than anyone else, and nobody else is better than you.” In the early 1950s, Katherine was thrilled to join the organization that would become NASA. She worked on many of NASA’s biggest projects including the Apollo 11 mission that landed the first men on the moon. Katherine Johnson’s story was made famous in the bestselling book and Oscar-nominated film Hidden Figures. Now in Reaching for the Moon she tells her own story for the first time, in a lively autobiography that will inspire young readers everywhere.

The dream of content marketing is that it's going to be a magical funnel that drips money into your bank account. Its lure is that it will create an inbound sales machine. But what should you do when it doesn't work like that? Or even at all? Garrett Moon presents the formula he used to grow his startup CoSchedule from zeroes across the board to 1.3M+ monthly pageviews, 250k+ email subscribers, and thousands of customers in 100 countries in just 4 years. Learn to overcome a lack of time, struggling to produce content, an inability to engage your audience, and so many more marketing roadblocks.

Paris. The name alone conjures images of chestnut-lined boulevards, sidewalk cafés, breathtaking façades around every corner--in short, an exquisite romanticism that has captured the American imagination for as long as there have been Americans. In 1995, Adam Gopnik, his wife, and their infant son left the familiar comforts and hassles of New York City for the urbane glamour of the City of Light. Gopnik is a longtime New Yorker writer, and the magazine has sent its writers to Paris for decades--but his was above all a personal pilgrimage to the place that had for so long been the undisputed capital of everything cultural and beautiful. It was also the opportunity to raise a child who would know what it was to romp in the Luxembourg Gardens, to enjoy a croque monsieur in a Left Bank café--a child (and perhaps a father, too) who would have a grasp of that Parisian sense of style we Americans find so elusive. So, in the grand tradition of the American abroad, Gopnik walked the paths of the Tuileries, enjoyed philosophical discussions at his local bistro, wrote as violet twilight fell on the arrondissements. Of course, as readers of Gopnik's beloved and award-winning "Paris Journals" in The New Yorker know, there was also the matter of raising a child and carrying on with day-to-day, not-so-fabled life. Evenings with French intellectuals preceded middle-of-the-night baby feedings; afternoons were filled with trips to the Musée d'Orsay and pinball games; weekday leftovers were eaten while three-star chefs debated a "culinary crisis." As Gopnik describes in this funny and tender book, the dual processes of navigating a foreign city and becoming a parent are not completely dissimilar journeys--both hold new routines, new languages, a new set of rules by which everyday life is lived. With singular wit and insight, Gopnik weaves the magical with the mundane in a wholly delightful, often hilarious look at what it was to be an American family man in Paris at the end of the twentieth century. "We went to Paris for a sentimental reeducation-I did anyway-even though the sentiments we were instructed in were not the ones we were expecting to learn, which I believe is why they call it an education."