Lincoln Offers Opportunity to Promote Books, Raise Money for Mental Health

In the crush of the holiday season, stores with Book Sense may have set aside materials sent in the December Red Box for a later look. But included in that mailing were materials for a special promotion tying into the premiere of The History Channel's documentary Lincoln on Monday, January 16 (8:00 p.m./7:00 C.). The program explores a little-known side of the 16th president, who suffered suicidal urges and called himself "the loneliest man in the world."

"Now is the perfect time for stores with Book Sense to set up displays promoting Lincoln and related books," said Associate Book Sense Marketing Director Meg Smith. "We also hope that booksellers will take this opportunity to help raise funds for local mental health organizations by displaying the 'Lincolns for Lincoln' collection box."

Smith noted that booksellers can build off publicity for the program being generated by The History Channel. This past Sunday, The History Channel began running a special promotional spot for the show that includes the following tag line: "Donate your Lincolns [pennies and five-dollar bills] to the National Mental Health Association at your local participating independent bookstore with Book Sense." In addition, The History Channel's website, www.historychannel.com, features information about the program and the participation of stores with Book Sense.

Materials sent to stores in December include a counter easel; a top hat-shaped jar to collect Lincolns; bookmarks that feature a reading list; and a printed Lincoln bibliography, which highlights Lincoln's Melancholy by Joshua Wolf Shenk (Houghton Mifflin) and Team of Rivals by Doris Kearns Goodwin (S&S).

The History Channel's presentation of Lincoln, produced by Academy Award-winning producer Vikram Jayanti, will include dramatic recreations of milestone events in Lincoln's life, snippets of his greatest public speeches, examinations of key personal relationships (including his close friendship with Joshua Speed), and a portrayal of his assassination.

The entire documentary is based on information from new and backlist titles and features interviews with several authors, including Gore Vidal (Lincoln: A Novel, Vintage); Jean H. Baker (Mary Todd Lincoln, Norton); and Jan Morris (Lincoln: A Foreigner's Quest, Da Capo).

Promotional materials sent to booksellers also address the subject of Lincoln's depression -- offering an opportunity to create a display or hold an event focused on mental health issues that can be coordinated with community mental health organizations. Money collected in the top hat collection jar may be donated to local organizations.

Questions about The History Channel promotion should be addressed to Smith at meg@booksense.com.