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{
    "url": "https://mailman.amsat.org/hyperkitty/api/list/[email protected]/email/6Z3IULF636Q62TI7KHVFRNPFCJEY7V3M/?format=api",
    "mailinglist": "https://mailman.amsat.org/hyperkitty/api/list/[email protected]/?format=api",
    "message_id": "CAGX_=keWorYBZ3FEusL9tnno9+50-uj00KVOJaOjv+djrrw2HQ@mail.gmail.com",
    "message_id_hash": "6Z3IULF636Q62TI7KHVFRNPFCJEY7V3M",
    "thread": "https://mailman.amsat.org/hyperkitty/api/list/[email protected]/thread/6Z3IULF636Q62TI7KHVFRNPFCJEY7V3M/?format=api",
    "sender": {
        "address": "ericrosenberg.dc (a) gmail.com",
        "mailman_id": "92a52370fffc4b8a950eb1fe31daeea5",
        "emails": "https://mailman.amsat.org/hyperkitty/api/sender/92a52370fffc4b8a950eb1fe31daeea5/emails/?format=api"
    },
    "sender_name": "Eric Rosenberg",
    "subject": "[amsat-bb] A Book for Manned Spaceflight Junkies!",
    "date": "2015-07-21T21:56:39Z",
    "parent": null,
    "children": [],
    "votes": {
        "likes": 0,
        "dislikes": 0,
        "status": "neutral"
    },
    "content": "For those of you who are nostalgic about manned spaceflight, I've just run\nacross a fabulous book:\n\n\"Marketing The Moon, The selling of the Apollo Lunar Program\nby David Meerman Scott and Richard Jurek with a forward by Captain Eugene\nA. Cernan.\n\n(130 pgs) MIT Press, 2014\nISBN 978-0-262-02696-3\n\n-------------\n\nTo quote from the MIT website:\n\nIn July 1969, ninety-four percent of American televisions were tuned to\ncoverage of Apollo 11’s mission to the moon. How did space exploration,\nonce the purview of rocket scientists, reach a larger audience than *My\nThree Sons*? Why did a government program whose standard operating\nprocedure had been secrecy turn its greatest achievement into a communal\nexperience? In* Marketing the Moon*, David Meerman Scott and Richard Jurek\ntell the story of one of the most successful marketing and public relations\ncampaigns in history: the selling of the Apollo program.\n\nPrimed by science fiction, magazine articles, and appearances by Wernher\nvon Braun on the “Tomorrowland\" segments of the *Disneyland* prime time\ntelevision show, Americans were a receptive audience for NASA’s pioneering\n“brand journalism.\" Scott and Jurek describe sophisticated efforts by NASA\nand its many contractors to market the facts about space travel—through\npress releases, bylined articles, lavishly detailed background materials,\nand fully produced radio and television features—rather than push an\nagenda. American astronauts, who signed exclusive agreements with Life\nmagazine, became the heroic and patriotic faces of the program. And there\nwas some judicious product placement: Hasselblad was the “first camera on\nthe moon\"; Sony cassette recorders and supplies of Tang were on board the\ncapsule; and astronauts were equipped with the Exer-Genie personal\nexerciser. Everyone wanted a place on the bandwagon.\n\nGenerously illustrated with vintage photographs, artwork, and\nadvertisements, many never published before, *Marketing the Moon* shows\nthat when Neil Armstrong took that giant leap for mankind, it was a triumph\nnot just for American engineering and rocketry but for American marketing\nand public relations.\"\n\n------------------\n\nIt's a combination of a coffee table full of great photographs and an\nengaging, well researched, well annotated, and well written story.\n\nDon't miss it... it's well worth the (affordable) price.\n\n73,\n\nEric W3DQ\n",
    "attachments": []
}