In Business This Week
A brewery and a romance novelist? An unlikely marriage, perhaps, but one that so far looks to be a perfect match. Adolph Coors, the beer company, has sunk some $300,000 into marketing Perfect, a bodice-buster by romance icon Judith McNaught about a once illiterate woman who finds sex and happiness with a handsome movie star. Coors is promoting the book as part of its $40 million, five-year campaign against illiteracy.
The effort seems to be working. Perfect was No.10 on The New York Times' May 9 best-seller list. And since Apr. 15, when the book was released, some 6,000 readers have returned the postcards enclosed by the publisher, Pocket Books, to request information about how to help with literacy programs. All in all, a happy ending to an unusual romance.EDITED BY JULIE TILSNER