Warner books XM 'Sisters' slot

Placement: XM Satellite Radio's The Satellite Sisters, April 26

Placement: XM Satellite Radio's The Satellite Sisters, April 26

Who is your client, and what are its media goals?

Kimberly Metzger: K2's client is Warner Books, which published Dr. Lois Frankel's latest book, See Jane Lead: 99 Ways for Women to Take Charge at Work and in Life. I was in charge of radio outreach, and our goal was to raise awareness among women listeners ages 25 to 50.

What made The Satellite Sisters on XM Radio's Take Five channel a good hit for Frankel? How did you pitch the show's producers or hosts?

Metzger: The Satellite Sisters are five real siblings who obviously had the same upbringing and now have different takes on their lives, which makes their show popular among women between their late 20s and late 40s. I originally pitched the show's associate producers via e-mail, outlining the book's topic, and followed that with several review copies and a press kit with a thorough bio of Frankel. The producers really liked the topic and asked if she could do an in-studio interview in Los Angeles.

Radio interviews work best when the hosts are familiar with the author and/or the book's themes. How did you make that happen?

Metzger: In addition to providing book copies, K2 worked with Frankel to devise talking points and summaries that we sent in advance. That helped give her an idea of what questions would be asked.

Did you have to do any pre-interview media training with Frankel?

Metzger: Frankel has extensive media experience, and we had worked on getting the overall book messaging in place. But we did ensure she was briefed on the sisters and what would interest each one.

What was the impact of the hit?

Metzger: The interview went well and led to a surge of visitors to Frankel's Web site. The book has continued to sell, and both Warner Books and Frankel were pleased because The Satellite Sisters audience fit so well with what she does.

Name: Kimberly Metzger, AE, Krupp Kommunications (K2) (New York)

Placement: XM Satellite Radio's The Satellite Sisters, April 26

Pitch timeline: Five weeks

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