In 1988, on Stephen King s retirement JWT published `The King Papers , a small collection of Stephen King s published writings spanning 1967 1985. They remain timelessly valuable but are an unexploited gold mine. This book is comprised of a fuller selection: 20 of Stephen King s most important articles. Each one is introduced by a known and respected practitioner who, in turn, describes the relevance of the article to the communications environment of today.Although the context in which the original papers were written was different, the worth of this material is that the principles underlying his thinking are entirely appropriate to marketing communications in today s more complex media environment. The book serves as a valuable reference book for today s practitioners, as well as a unique source of sophisticated, contemporary thinking.