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Fine Buzz

In the early 1970s, Donald Fine, the head of a small publisher called Arbor House, set out to create a major buzz for one of his clients. He bombarded influential reviewers with Elmore Leonard's works and solicited blurbs from other writers.

Among the respondents was John D. McDonald -- who simply asked, "Who is Elmore Leonard?" In a brilliant twist, Fine turned McDonald's innocent query into the centerpiece of a major media blitz.

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