A big book for next year has a trim goal: it's The Perfect 10 Diet by Michael Aziz, M.D., which comes out the first week in January. Chris Bauerle said, "As corny as it sounds, the best books change lives, and we believe this one will." Raccah echoed him, saying, "This is a diet that could change the face of the nation. This is a book that can be revolutionary."
Created by New York City physician Michael Aziz, the diet focuses on what's right for the body's 10 most important and fat-fighting hormones. He based his recommendations on years of work with patients in his private practice, helping people whose ailments so often seemed rooted in the pervasive "low-fat, low-carb" dieting approach that, Aziz has concluded, contributes to the plague of obesity and poor health prevalent in the U.S. Aziz recommends a balanced diet, including some healthy saturated fats like butter and whole milk, no caffeinated coffee, no or little alcohol, no low-fat foods, no sugar, etc. He emphasizes the importance of exercise and that the diet is more than a meal plan--it's a healthy approach to life that has anti-aging effects.
The Perfect 10 Diet, the doctor's first book, began as handsheets for Aziz's patients and has garnered some media attention in New York in the last five years. Many of the doctor's patients offer highly enthusiastic testimonials--as do five Sourcebooks staffers, who have dropped a total of 100 lbs. One of the group is Raccah, who said, "I've been a failure on so many diets. This one works."
Sourcebooks and author are working with Krupp Kommunications, a New York publicity firm that helped promote The South Beach Diet, The Perricone Prescription and Your Best Life Now, among others.
Sourcebooks has a detailed web strategy to promote the book, backed up with "the biggest media campaign we've done," Bauerle said. He added that retail partners across all channels are supporting the title.
