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Marketing the Moon: The Selling of the Apollo Lunar Program (The MIT Press), by David Meerman Scott Richard Jurek
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Review
A well-written look at how NASA, industry, and the media covered the Apollo missions.....Marketing the Moon provides a fascinating look at the marketing of humanity's first missions to the Moon, as well as a reminder that space exploration, including first-of-their-kind missions to other worlds in our solar system, do not sell themselves.―Jeff Foust, The Space ReviewThe book tells an entertaining and engaging story, but there's a lot to learn from here, as well...And it's a beautiful book. Lavishly illustrated, it's a book for the coffee table, the office desk, the lobby. Full-page illustrations; covers and excerpts of glossy magazines from the era, as well as full-page 'asides' on related topics: Disney's Tomorrowland; the '50s sci-fi television series Space Patrol; Soviet Russian efforts to inspire with elaborate futuristic space films of their own. And much more...The text boxes and asides are just as fascinating and informative as the main narrative itself. And it's impeccably researched: from how reporters with low-budget media improvised launch coverage, to how contractors ingeniously pioneered new methods of colour photography. The authors leave no stone unturned - not even moon rocks, whose complicated fate in international diplomacy they chronicle as well. Those with an interest in marketing and complex project management will find the book particularly interesting, but it's accessible for the general public and will enthrall any space enthusiast.―PopMattersThe book is a highly illustrated tour-de-force of the particular way government and industry grabbed the attention of the media and, at first without planning it, wooed the public and seduced print and electronic news channels to get behind the biggest message of the day.―David Baker, SpaceflightMarketing the Moon records elegantly and precisely such details, but it tells an important and generally understated sociological story of how the Apollo program changed the way we see the world in a different sense too: it introduced new expectations of 'live television', of unedited audio transcripts, or direct access to experts and officials. All this openness was remarkable in the context of a space program launched in the shadow of the fiasco of the Bay of Pigs invasion and driven by the military's need to 'beat the Russians'.―The PhilosopherU.S. government goes 'Mad Men' on Apollo, gets it right.―Tyler Cohen, New York Times MagazineScott and Jurek devote a whole chapter of 'Marketing the Moon'―which, it should be noted, overflows with beautiful photographs, drawings, and illustrations―to the broadcast and reporting of the Apollo 11 moon landing. The main thing, they show, was that it was live―and that its liveness embodied, in itself, the bravery and risk of the mission. Gene Cernan, the last astronaut to walk on the moon, describes it this way: 'We didn't say, 'We'll tell you about it in two weeks.' We took you with us. The power of television is unbelievable. That's what television does. What you are seeing is happening at this instant. … [T]he thing that brought so much prestige to this country is that every launch, every landing on the Moon, and every walk on the Moon was given freely to the world in real time. We didn't doctor up the movie, didn't edit anything out; what was said was said.' CBS covered the Apollo 11 landing for thirty-two continuous hours; it set up special screens in Central Park so that people could watch in a crowd. Ninety-four per cent of TV-owning American households tuned in. Without television, the moon landing would have been a merely impressive achievement―an expensive stunt, to the cynical. Instead, seen live, unedited, and everywhere, it became a genuine experience of global intimacy.―Joshua Rothman, The New YorkerSomething profound had changed since the early days of the heroic, untouchable space heroes. In Marketing the Moon, David Meerman Scott and Richard Jurek do a masterful job defining that something and placing it within a much broader exploration of how the U.S. space program acquired such mythic status in the first place―before it abruptly, sadly crumbled away. Along the way, the authors achieve something I doubted was possible: They provide fresh and important insights into the Apollo program, nearly half a century after the fact.―Corey S. Powell, American ScientistIf you're interested in the public affairs side of the Apollo era, I'd highly recommend Marketing the Moon. It dives into one of the least often discussed but vitally important aspects of bringing a lunar mission from concept to reality.―Amy Shira Teitel, Popular ScienceI'd like to sing the praises of large-format, image-heavy historical books that are creative in approach and gorgeous to peruse.... As a gift for anyone who's interested in space or the history of advertising, Marketing the Moon: The Selling of the Apollo Lunar Program by David Meerman Scott and Richard Jurek will fascinate. The book chronicles the extensive effort made to get the Apollo program favorable press coverage, and to explain the science behind the effort to the public. (I ran images of two tracking wheels, distributed to press to provide technical context for the missions, on this blog in May.) Its pages include many reproductions of materials from press kits, television broadcasts, and advertisements.―Rebecca Onion, SlateMarketing the Moon: The Selling of the Apollo Lunar Program is a comprehensive look at the successes and the challenges of launching a massive marketing program. Marketing and communication managers will find countless insights into the pitfalls as well as the rewards of creating and nurturing their own initiatives…―Journal of Product & Brand Management
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Review
Marketing the Moon is a fascinating look at how NASA and its partners brought the Moon to the world's living rooms. Apollo's revered place in the collective imagination stems, in large part, from the efforts detailed in this book.―Fritz Johnston, Vice President, Brand and Advertising, The Boeing CompanyDon't think for a moment that NASA masterminded a PR campaign that brought the Apollo missions into our living rooms. Just like everything else about the Moon program, how―and how much―to share Apollo with the public was a learn-as-you-go affair that involved not only NASA's public affairs office but top NASA managers and even astronauts. As this excellent and informative book details, even the idea of live television from the Moon was a matter of heated debate, and there were moments when it might've gone the other way. Thank heaven it didn't: When humans first voyaged to the moon, they took the world along.―Andrew Chaikin, author of A Man on the MoonTo call the Apollo Program the greatest marketing exploit of the 20th century is not hyperbole, but, as David Meerman Scott and Richard Jurek show us, simply a statement of fact. Thanks to this thorough and detailed account, we can better understand not just the talent and dedication of the Mad Men-era professionals who sold the Moon to a global public, but also the larger transformation of statecraft into stagecraft, and the enduring and irreversible transformation of the public sphere into an enterprise of image creation, and manipulation.―Nicholas de Monchaux, Associate Professor of Architecture and Urban Design, University of California, Berkeley, and author of Spacesuit: Fashioning ApolloWe have long known that NASA mobilized a broad public relations campaign supporting the Apollo program of the 1960s. We have not known until now, with the publication of Marketing the Moon by David Meerman Scott and Richard Jurek, the details of the campaign. Scott and Jurek offer a compelling account of these great efforts, informed by interviews with many of the participants, and well-illustrated by unique imagery and documents.―Roger D. Launius, Senior Curator, Smithsonian National Air and Space MuseumPresident Kennedy hoped the nation would succeed in sending a man into space and landing on the Moon. Though he did not live to see it happen, his dream was fulfilled. David Meerman Scott and Richard Jurek's Marketing the Moon shows us in vivid detail what it took to make this happen. This is one of the great stories of the 20th century.―Alan Brinkley, Allan Nevins Professor of American History, Columbia University
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Product details
Series: The MIT Press
Hardcover: 144 pages
Publisher: The MIT Press (February 28, 2014)
Language: English
ISBN-10: 0262026961
ISBN-13: 978-0262026963
Product Dimensions:
11.2 x 0.8 x 9.5 inches
Shipping Weight: 2.4 pounds (View shipping rates and policies)
Average Customer Review:
4.7 out of 5 stars
33 customer reviews
Amazon Best Sellers Rank:
#542,720 in Books (See Top 100 in Books)
This terrific book is both entertaining and informative. Beginning with the formation of NASA the authors explain how the agency found its voice, how the decision was made to be honest and transparent and how the writers thought of themselves as reporters instead of public relations people ("We put out news releases, not press releases.")The role of television, arguably the most important aspect of marketing the flights, is handled well by explaining both the political and technical challenges of the time. And the topic of astronauts as celebrities is explored at depth with surprising conclusions.The book contains wonderful photos of commercial ads, technical manuals and marketing pieces from NASA and their contractors during this time. These items, many from the authors' personal collections, are a highlight of the book. There are also many interesting personal anecdotes in the book, from the reasons Paul Haney quit his job to an incident involving Neil Armstrong's parents which reveals much about Neil himself.We all know how the story ends - the public and media lost interest rapidly after the first landing, missions were cancelled and we haven't returned to the moon since Apollo. This was actually a failure of marketing by NASA to keep the public engaged, and this aspect of the program is covered as well.I couldn't put the book down. Highly recommended.
Even as an older child (I was seven when Shepard lifted off) I was aware that most people did not share my enthusiasm for space exploration in general and manned space flight in specific. After reading "Marketing the Moon" I now know why. For most Americans Apollo was pretty much the home-team fans leaving the stands at the end of the third quarter because they knew their team would win. Well, I already knew that, but Scott and Jurek demonstrate the depth of disinterest to a level new to me. I guess I know how Linus felt trying to convince his friends of the great Pumpkin - or something like that.In their book the authors display how NASA PR, industry and consumer companies, and the three major TV networks kept America's space efforts front and center for all of the 1960s as the events were happening (this angle was in diametric opposition to the mostly closed Soviet program). As well, for all of the 1950s private media, most notably Collier's magazine and the Walt Disney Company, pushed the idea of manned space flight to a receptive population. As events turned out that reception and anticipation was for the most part shallow and fleeting. Once the goal was accomplished, for those on Capital Hill, in the boardrooms of NBC, CBS and ABC, and on Main Street the game was over. The black-and-white TV images from the early Apollo missions were barely passable. The later missions broadcast excellent color signals in real time, but no one in the general population saw those live broadcasts - the networks wouldn't carry them. NASA PR wasn't able to keep its brand from crashing.This is an excellent book in content, lavishly illustrated and well laid out. It's a must read for any space cadet. It is easily paired with Megan Prelinger's "Another Science Fiction - Advertising the Space Race 1957-1962," also excellent.
I've read most of the space books that are out there. But this book I could not put down until I finished it. It is so much more than a history of our space program or a description of the marketing principles that NASA used. It is really a truly unique examination of the amazing national effort that resulted in the greatest scientific feat of all time - and how the ordinary citizen from age 8 to 80 became an integral part of it all! I learned so much from reading Marketing the Moon. This story made me feel proud to be an American and at the same time left me wondering - why can't we get the public behind a similar effort today? Rich Jurek and David Meerman Scott bring a totally fresh perspective to our space program with many very cool photos, images and "back stories" never seen or heard unitil they reached this book. Every American should read this book -- especially during this time where leadership and direction seems to be lacking - to see that it CAN be done again....that we really DO have the capability to take on a big project or goal and get our country aligned in the same unified direction. An absolute must read!
Awesome book and well worth the price.If you are a fan of space and the race to the moon in the 60's, "Marketing the Moon" is a must. I have read many books about that era and I must say this provides a fresh angle that I had not thought about before. Lots of pictures/images and insights that were new to me and they made the story of that time come alive again!Perhaps you are not a student of the space race but are looking at this as more of a marketing case study. If that is the case, I would also highly recommend, as after reading the book, I would say it is indeed true that this was the most significant marketing campaign ever undertaken.This is a book you won't want to put down. It also looks great as a "coffee table" book. Highly recommended!
everything about the selling of apollo and the nasa space program. One of the thing's I think someone should do is a book about the late Reuters correspondent Mary Bubb, one of the first female reporters covering space. noted for her hats at every launch.You see on photo of her in Houston during an apollo mission. Mary was a person who knew all the secerts. And it tells the story of Disney's take on selling space via Tommorowland. Plus it shows the piles of swag that the contractors gave out to the press. It's a great book that just gets into the subject of selling a big technology program to the US public. Well worth reading
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