“Major Marketing Campaigns,” Thomas Riggs & Company, Missoula, Montana

Encyclopedia of Major Marketing Campaigns
Developed by Thomas Riggs & Company, Missoula, Montana
Gale, second edition, 2006
“Even before the car went on sale, the New Beetle received a marketing boost over its competitors. Newspapers breathlessly anticipated its introduction, and several columnists wrote paeans to their first Beetles. An industry analyst noted to the Associated Press that ‘Volkswagen really won’t have to do much in marketing.’ But to meet its goals of selling 50,000 New Beetles in the United States in 1998 and bolstering Volkswagen’s overall sales, the company chose not to rely on hype and instead spent an estimated $40 million during the first eight months of the campaign. While some rival car companies released narrative campaigns that portrayed quirky characters or elaborate story lines, Volkswagen’s strategy for the New Beetle was to focus solely on the car. Advertising Age noted that the spots were a kind of ‘Rorschach ink blot [that allowed] each consumer [to] process the imagery and respond according to his own values, background, and personality.’

To take the campaign to the diverse audiences it wanted to reach, Volkswagen aired the ads during mainstream television shows and in publications that reached large numbers of consumers. But television shows that were popular with consumers under 30, such as The X-Files, Melrose Place, Seinfeld, and Suddenly Susan, were targeted as well in order to attract a Generation X audience. Print pieces ran in popular magazines such as Vanity Fair, as well as in more cutting-edge, niche publications like Wired. Volkswagen also displayed New Beetle ads on Yahoo!’s home page. With its billboards Volkswagen opted for a city-specific strategy. For instance, a New York outdoor ad offered a picture of the New Beetle with the wry comment ‘Just what New York needs, a car that stops traffic.’ In a further effort to gain the attention of Generation Xers, Volkswagen signed the New Beetle on as an official sponsor of the Lilith Fair musical tour, which, according to Shoot, was an event that ‘appeal[ed] to one of the Beetle’s target markets, young men and women.’” (Thomas Riggs & Company, Missoula, Montana).
Founded in 1995, Thomas Riggs & Company is a book developer and publisher based in Missoula, Montana. It has won numerous awards, including Booklist Editors’ Choice and the American Library Association’s RUSA.


The History of Daily Life in Totalitarian Regimes, St. James Press, 2015

Edited by Thomas Riggs & Company, Missoula, Montana
From the Editor’s Note:
“Histories of Everyday Life in Totalitarian Regimes, part of Gale’s Literature of Society series, provides critical introductions to 300 works. About two-thirds of the texts are personal or biographical accounts, such as memoirs, oral histories, biographies, and letters, while others are fictional stories set in real or imagined regimes. Although totalitarian states have varied in form and ambition, there have been common elements—an attempt, for example, to reeducate its citizens around an ideology, such as the superiority of a race or the elimination of class structures, and the systematic and extensive creation of forced labor and concentration camps as forms of coercion, control, and extermination. Coined in Italy in the 1920s as totalitario, the term at its core refers to the goal of completely subordinating, often brutally, an individual to the state.” (Thomas Riggs & Company)
“This latest release in the publisher’s award-winning “The Literature of Society” series investigates daily life in the various totalitarian dictatorships of the early to late 20th century (e.g., Nazi Germany, Stalin’s Soviet Union, China under Mao, North Korea) . . . Overall, the work offers insight into the social, cultural, political, and economic conditions endured by many . . .  It is aimed at a high-school and college audience, but readers at many levels will appreciate the wide selection of primary-source materials assembled under the separate themes of the three volumes. Summing Up: Highly recommended.”
Choice, 2016
Founded in 1995, Thomas Riggs & Company is a book developer and publisher based in Missoula, Montana. It focuses on academic publishing projects in the humanities (literary criticism, biographies of writers, and study guides of literary works) and the social sciences. It also works on digital products and platforms, as well as academic assessment.