Shop While You Read

If I were to tell the average person on the street that there are six popular teen books on the market which contain 1,553 product references, most likely the person would think I was going for a chuckle or out of my ever-loving mind. However, although the last two statements may carry an element of truth, the first statement is absolute fact.

This leads me to believe that in the near future it will be common practice for people to read e-books and shop at the same time. But let me backtrack here before proceeding with this bold assumption that some may find ludicrous.

As reported in a recent edition of Newsweek, Naomi Johnson, a communications studies professor, discovered that Chanel, Lip Gloss, Jimmy Choo heels, Gauloises cigarettes, and Absolut vodka, were just a few of the brand-names she found popping up with "astounding frequency" in novels aimed at teen girls. Yes, allusions to alcohol, cigarettes, as well as prescription drugs, were numerously sprinkled throughout the text of each book. A spokesperson for the company that holds the copyrights for the line of books in question declared that no money changed hands for product placement in any of the titles. Nevertheless, if this recent trend is merely a forecast of what's in store for the publishing industry's future, I see a possible multi-billion-dollar union in the making.

Thirty-years ago, I first became aware of product placement in films while working as a still-photographer for H. B. (Toby) Halicki. While I'm busy name-dropping, I'll go on to identify Toby as the man who wrote, produced, directed, starred in, did his own stunts, and distributed the original Gone in 60 Seconds. During the filming of The Junkman, I helped an assistant to the director as he meticulously placed food products inside a refrigerator with all the brand names visible. In the final cut released for viewing, the shot lasted a fraction of a second before a massive explosion destroyed the house the refrigerator was in. Still, many years later, Toby's brother informed me that product placement helped fund all of Halicki's motion-picture projects.

Therefore, if a jar of Hellman's mayonnaise on a refrigerator shelf that sees exactly 00.1 seconds of screen time can generate cash, imagine if every product mentioned in an e-book was a link to make direct purchases from various brand-name warehouses. Then I envision e-books taking on a revolutionary look and a change in the way millions of people shop online

Example: Cherry Blush stepped out of the stretch Lincoln provided by Amex Limousine and stamped out a half-smoked Gauloises cigarette with one of her Jimmy Choo, Devon leather heels. Clutching her Vernice Grace Patent Tote by Ferragamo, she approached the entrance to the Plaza Hotel while listening to Jennifer Hudson on her Ipod classic. In the lobby of the five-star hotel, she spotted Justin, looking so much like the character Sabastian Valmont, played by Ryan Phillippe, in Cruel Intentions. Pretending to be unaware of his presence, she glanced at her Rolex Datejust 69173 and kept strutting. But she knew that looking as great as she did in her spring dress from the latest Christian Diore line would catch his attention.

"Cherry," he called out. "I was worried you'd be too late for us to see Hairspray at the Neil Simon Theatre. And I have two front row tickets from Ticketmaster."

As you can see, the possibilities are limitless. In fact, I am going to end this article prematurely to go online through my AOL account and secure the domain name Readandshop.com/ while it's still available. This is one trend I intend to capitalize on in its infancy and profit like mad in this ever-changing world motivated by exploitation and greed.