How a trio of celebrities are taking on the literary world

By SAMANTHA ETTUS
Scripps Howard News Service
23-SEP-04

I am struck by the large number of celebrity books being published, and as I enter the publishing world with my own first book this week, I now understand why. Putting a celebrity author on the cover is a terrific way to make a book stand out from the competition, and in today's overcrowded market, publishers seek any form of differentiation to make a book successful.

Let's take a look at three leading ladies who have used their books in a unique manner. Each book aims to project a specific image about its author's personal brand, and all three have striking similarities.

We have the heiress, the porn star and the sex-symbol-turned-actress: Paris Hilton published "Confessions of an Heiress"; Jenna Jameson emerged with "How to Make Love Like a Porn Star"; and Pamela Anderson struck a chord with her semi-fictional "Star."

Have these stars wasted an abundance of paper, or is there something more pointed going on here?

The brand-assets meter ranges from $ to $$$$.

Paris Hilton

In her self-addressed love letter, "Confessions of an Heiress," Hilton broadcasts her roots (both hair and genealogy) and seems desperate to make her audience aware of the brains (or lack thereof) behind the effort; it is rumored that one editor was scolded for trying to make the book smarter. Hilton scores points for utilizing the book to cement her image as a glamorous high-society girl, which became particularly necessary after her embarrassing sex video surfaced on the Internet.

By staking a claim to the heiress moniker, she refocused media attention on her heritage, thus ensuring that she projects the appropriate brand image. Whether you like her or not, Paris Hilton gets high marks for overcoming potentially devastating obstacles, taking control of her brand image and giving it the firm redirection it so needed.

Paris Hilton's Brand A$$$ets

Jenna Jameson

Jameson recently made her most high-profile foray yet into conventional media with a successful book that appeals to the masses. In her lowbrow autobiography, "How to Make Love Like a Porn Star," Jameson dishes on her life and the colorful people who've been a part of it. After years as a staple of the triple-X market, Jameson earns a perfect score from Celebrity Assets for expanding her audience so seamlessly.

The book has made her a household name and expanded her profile into the non-porn-consuming population. By giving both Main Street and the mainstream media something to talk about, Jameson has increased her chances of becoming a leading lady in R-rated movies. Ours are probably not the only pair of eyes watching this one.

Jenna Jameson's Brand A$$$$ets

Pamela Anderson

Anderson's first novel, appropriately titled "Star," is widely regarded as a thinly veiled story about herself. Nonetheless, Anderson's career will be unaffected by her sudden verbosity. Because her book is consistent with her image, it won't have an impact on her already solidified brand. With a second novel in the works, perhaps Anderson is simply filling some deep desire to express her creativity. Though her motivations remain unclear, her public persona and reputation are so firmly entrenched that any brand impact will be negligible.

Pamela Anderson's Brand A$$ets

Remember: The most dependable road to the top is to treat your brand as your greatest asset.

(Samantha Ettus is a leading voice on personality-driven brands. Her first book, "The Experts' Guide to 100 Things Everyone Should Know How To Do" (Random House), was published this week. Send comments and questions to Samantha(at)celebrityassets.com.)

(Distributed by Scripps Howard News Service, http://www.shns.com)