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One of the most successful public relations campaigns in history, featuring heroic astronauts, press-savvy rocket scientists, enthusiastic reporters, deep-pocketed defense contractors, and Tang. In July 1969, ninety-four percent of American televisions were tuned to coverage of Apollo 11's mission to the moon. How did space exploration, once the purview of rocket scientists, reach a larger audience than My Three Sons? Why did a government program whose standard operating procedure had been secrecy turn its greatest achievement into a communal experience? In Marketing the Moon, David Meerman Scott and Richard Jurek tell the story of one of the most successful marketing and public relations campaigns in history: the selling of the Apollo program. Primed by science fiction, magazine articles, and appearances by Wernher von Braun on the “Tomorrowland” segments of the Disneyland prime time television show, Americans were a receptive audience for NASA's pioneering “brand journalism.” Scott and Jurek describe sophisticated efforts by NASA and its many contractors to market the facts about space travel—through press releases, bylined articles, lavishly detailed background materials, and fully produced radio and television features—rather than push an agenda. American astronauts, who signed exclusive agreements with Life magazine, became the heroic and patriotic faces of the program. And there was some judicious product placement: Hasselblad was the “first camera on the moon”; Sony cassette recorders and supplies of Tang were on board the capsule; and astronauts were equipped with the Exer-Genie personal exerciser. Everyone wanted a place on the bandwagon. Generously illustrated with vintage photographs, artwork, and advertisements, many never published before, Marketing the Moon shows that when Neil Armstrong took that giant leap for mankind, it was a triumph not just for American engineering and rocketry but for American marketing and public relations.
What if working like crazy to beat the competition did exactly the opposite, making you mediocre and more like the competition? In today’s world of overabundant consumer choices and superfluous apps, upgrades, add-ons, and features, brands have become nearly identical, as their efforts to outdo one another have pushed them into a dizzying herd of indistinct options. Youngme Moon identifies the outliers, the mavericks, the iconoclasts—the players who have thoughtfully rejected orthodoxy in favor of an approach that is more adventurous. Some are even “hostile,” almost daring you to buy what they are selling. Using her original research on companies such as IKEA and Google, Moon will inspire you to be counterintuitive and meaningfully different—to rethink your business strategy, to stop conforming and start deviating, to stop emulating and start innovating. Because to stand out you must become the exception, not the rule.
“This rich volume is a national treasure.” —Kirkus Reviews (starred review) “Captivating, informative, and inspiring…Easy to follow and hard to put down.” —School Library Journal (starred review) The inspiring autobiography of NASA mathematician Katherine Johnson, who helped launch Apollo 11. As a young girl, Katherine Johnson showed an exceptional aptitude for math. In school she quickly skipped ahead several grades and was soon studying complex equations with the support of a professor who saw great promise in her. But ability and opportunity did not always go hand in hand. As an African American and a girl growing up in an era of brutal racism and sexism, Katherine faced daily challenges. Still, she lived her life with her father’s words in mind: “You are no better than anyone else, and nobody else is better than you.” In the early 1950s, Katherine was thrilled to join the organization that would become NASA. She worked on many of NASA’s biggest projects including the Apollo 11 mission that landed the first men on the moon. Katherine Johnson’s story was made famous in the bestselling book and Oscar-nominated film Hidden Figures. Now in Reaching for the Moon she tells her own story for the first time, in a lively autobiography that will inspire young readers everywhere.
In 1492, two history-altering events occurred: the Jews and Muslims of Spain were expelled, and Columbus set sail for the New World. Many Spanish Jews chose not to flee and instead became Christian in name only, maintaining their religious traditions in secret. Among them was Luis de Torres, who accompanied Columbus as an interpreter. Over the centuries, de Torres’ descendants traveled across North America, finally settling in the hills of New Mexico. Now, some five hundred years later, it is in these same hills that Miguel Torres, a young amateur astronomer, finds himself trying to understand the mystery that surrounds him and the town he grew up in: Entrada de la Luna, or Gateway to the Moon. Poor health and poverty are the norm in Entrada, and luck is rare. So when Miguel sees an ad for a babysitting job in Santa Fe, he jumps at the opportunity. The family for whom he works, the Rothsteins, are Jewish, and Miguel is surprised to find many of their customs similar to those his own family kept but never understood. Braided throughout the present-day narrative are the powerful stories of the ancestors of Entrada’s residents, portraying both the horrors of the Inquisition and the resilience of families. Moving and unforgettable, Gateway to the Moon beautifully weaves the journeys of the converso Jews into the larger American story.
The dream of content marketing is that it's going to be a magical funnel that drips money into your bank account. Its lure is that it will create an inbound sales machine. But what should you do when it doesn't work like that? Or even at all? Garrett Moon presents the formula he used to grow his startup CoSchedule from zeroes across the board to 1.3M+ monthly pageviews, 250k+ email subscribers, and thousands of customers in 100 countries in just 4 years. Learn to overcome a lack of time, struggling to produce content, an inability to engage your audience, and so many more marketing roadblocks.
Former NASA Astronaut Harrison Schmitt advocates a private, investor-based approach to returning humans to the Moon—to extract Helium 3 for energy production, to use the Moon as a platform for science and manufacturing, and to establish permanent human colonies there in a kind of stepping stone community on the way to deeper space. With governments playing a supporting role—just as they have in the development of modern commercial aeronautics and agricultural production—Schmitt believes that a fundamentally private enterprise is the only type of organization capable of sustaining such an effort and, eventually, even making it pay off.
A selection of the History, Scientific American, and Quality Paperback Book Clubs For a very brief moment during the 1960s, America was moonstruck. Boys dreamt of being an astronaut; girls dreamed of marrying one. Americans drank Tang, bought “space pens” that wrote upside down, wore clothes made of space age Mylar, and took imaginary rockets to the moon from theme parks scattered around the country. But despite the best efforts of a generation of scientists, the almost foolhardy heroics of the astronauts, and 35 billion dollars, the moon turned out to be a place of “magnificent desolation,” to use Buzz Aldrin’s words: a sterile rock of no purpose to anyone. In Dark Side of the Moon, Gerard J. DeGroot reveals how NASA cashed in on the Americans’ thirst for heroes in an age of discontent and became obsessed with putting men in space. The moon mission was sold as a race which America could not afford to lose. Landing on the moon, it was argued, would be good for the economy, for politics, and for the soul. It could even win the Cold War. The great tragedy is that so much effort and expense was devoted to a small step that did virtually nothing for mankind. Drawing on meticulous archival research, DeGroot cuts through the myths constructed by the Eisenhower, Kennedy, and Johnson administrations and sustained by NASA ever since. He finds a gang of cynics, demagogues, scheming politicians, and corporations who amassed enormous power and profits by exploiting the fear of what the Russians might do in space. Exposing the truth behind one of the most revered fictions of American history, Dark Side of the Moon explains why the American space program has been caught in a state of purposeless wandering ever since Neil Armstrong descended from Apollo 11 and stepped onto the moon. The effort devoted to the space program was indeed magnificent and its cultural impact was profound, but the purpose of the program was as desolate and dry as lunar dust.
In July of 1969, the human race's fascination with the Earth's moon went into overdrive when Neil Armstrong, Buzz Aldrin, and Michael Collins landed on the surface. To celebrate this significant anniversary, we take an in-depth look at the Apollo program and how it landed man on the Moon as well as all the fascinating facts about the celestial body itself. Find out everything you ever wanted to know about the Moon. How it was formed? What's on the far side? Who owns it? Those wanting to get up close and personal can use our handy tour of its craters and seas before learning how to take your own photographs and analemmas. Put together by a team of experts in each specific field this book really is everything you need to know about the moon.
LONGLISTED FOR THE NATIONAL BOOK AWARD • YALSA EXCELLENCE IN NONFICTION FINALIST • A ROBERT F. SIBERT HONOR BOOK This beautifully illustrated, oversized guide to the people and technology of the moon landing by award-winning author/illustrator John Rocco (illustrator of the Percy Jackson series) is a must-have for space fans, classrooms, and tech geeks. Everyone knows of Neil Armstrong's famous first steps on the moon. But what did it really take to get us there? The Moon landing is one of the most ambitious, thrilling, and dangerous ventures in human history. This exquisitely researched and illustrated book tells the stories of the 400,000 unsung heroes--the engineers, mathematicians, seamstresses, welders, and factory workers--and their innovations and life-changing technological leaps forward that allowed NASA to achieve this unparalleled accomplishment. From the shocking launch of the Russian satellite Sputnik to the triumphant splashdown of Apollo 11, Caldecott Honor winner John Rocco answers every possible question about this world-altering mission. Each challenging step in the space race is revealed, examined, and displayed through stunning diagrams, experiments, moments of crisis, and unforgettable human stories. Explorers of all ages will want to pore over every page in this comprehensive chronicle detailing the grandest human adventure of all time!
This book describes the future of the Artemis Lunar Program from the years 2017 to about 2030. Despite the uncertainty of the times and the present state of space exploration, it is likely that what is presented in this book will actually happen, to one degree or another. As history has taught us, predictions are often difficult, but one can see enough into the future to be somewhat accurate. As the Bible says, “Wesee thru the glass, but darkly.” All of the elements of the proposed program are described from several perspectives: NASA’s, the commercial space industry and our International partners. Also included are descriptions of the many vehicles, habitats, landers, payloads and experiments. The book tells the story of the buildup of a very small space station in a strange new lunar orbit and the descent of payloads and humans, including the first women and next man, to the lunar surface with the intent to evolve a sustained presence over time.