Overly optimistic marketers think kids read

Marketers have discovered a novel way to get their word out: embedding products in books.The latest example is “Cathy’s Book,” a novel due out Oct. 2 about a teen determined to find out why her boyfriend dumps her, then mysteriously disappears. Procter & Gamble wrote a deal with the authors to include products such as Cover Girl’s “Shimmering Onyx” eye shadow and “Metallic Rose” lipstick in exchange for promoting the book on P&G’s teen Web site BeingGirl.com.

While I support anything that gets more money to hack writers this is a dubious and thorougly un-needed expenditure. As Brett Easton Ellis’ fan(s?) can tell you: He lists brand names for free.