Results of behavioral ad campaign for The Numerati

A behavioral targeting campaign for The Numerati raises question about the wisdom of changing the book's title to

As I’ve been writing, the British publisher of my book, the Vintage division of Random House, is considering changing the title for the paperback edition from The Numerati to They’ve Got Your Number… The idea is to shift the target from current affairs and business readers to popular science—and, of course, to induce casual readers to pick it up.

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