Developing a Niche Media Strategy that Sparked International Attention

When Holocaust survivor Laureen Nussbaum set out to share the story of her family’s escape — with the help of a little-known German official, Hans Calmeyer — her memoir Shedding Our Stars deserved global attention. But in a crowded market of Holocaust-related titles, standing out would require a strategic and creative publicity plan.

Overcoming Visibility Challenges with Smart Targeting

Despite the enduring historical significance of the Holocaust, new titles often face steep competition for coverage. Books Forward stayed resilient, persistent and adaptable, utilizing highly specific media targeting. We built a list of journalists who consistently covered:

• Holocaust survivors and memoirs
• Anne Frank (whom Laureen knew personally)
• Stories of Germans who resisted the Nazi regime
• Local human interest stories in Seattle, where Laureen resided

This granular focus helped us find fresh entry points for outreach and enabled highly personalized pitches.

Strategic Pitching Leads to International Media Wins

Thanks to our targeted efforts, Shedding Our Stars earned feature stories, reviews and interviews in major international outlets including:

• The Jewish Telegraphic Agency (syndicated to The Jerusalem Post and Jewish News Syndicate)
• The Jewish Voice and the Jewish Journal
• Aish Magazine and The Dutch Review
• A prominent local feature in The Seattle Times

These placements built strong early momentum and meaningful reader engagement.

Real-World Impact and a Successful First Print Run

As a result of this strategic media campaign and Laureen’s powerful story, the book’s first print run sold out within just a few months, triggering a second printing. Perhaps most importantly, Laureen achieved her personal mission: spotlighting Hans Calmeyer’s brave acts of resistance. Readers wrote in asking to learn more about him, demonstrating the profound impact of sharing untold stories with the right audience.