Creative Business
The Making of Addictive Stories
By Paul Nero & Neeta Patel
Financial Times / Pearson Education
February 2003
ISBN: 0-273-65671-6
168 Pages, Illustrated, 6 3/4" x 8 1/4"
$59.50 paper original
What do Elvis Presley, Dungeons and Dragons, Agatha Christie, Coronation Street
and Star Wars have in common? They are enduring and successful business properties
- transferring through time, across media. Whether it's a book, TV show, computer
game, film or song, and whether it's 50 years old or was created last week,
some stories, characters and phenomena are fleeting in our collective conscience
and some pass the test of time. Just how have these stories adapted as the years
go by? What works? What doesn't? And why? And just what's in store for new content
as it competes to build a loyal audience? Creative Business takes a broad view
of some successful media content, digging beneath the surface to uncover the
themes of the enduring and the serially successful. These are the creative,
addictive stories brought together in a must-read book for anybody trying to
create a successful creative property.
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