The hype around the autobiography of retired Manchester United manager Sir Alex Ferguson's autobiography is building.
The Daily Mail says publishers Hodder & Stoughton are planning a Harry Potter-style book launch to maximise the impact of Ferguson's autobiography.
There will be no copies made available to the media until just three hours before the former Manchester United manager holds a press conference at the Institute of Directors in Pall Mall on October 23 - the day before publication. This is similar to tactics used by Bloomsbury to keep the contents of JK Rowling's books a secret until a stage-managed moment when all is revealed.
