Def Leppard finding new ways to sell latest album

This is an old article from April 2008.

Def Leppard may be writing a new formula for rock bands trying to reach an elusive fan base.

Unlike in decades past, when all a successful band had to do was release an album and watch it grow, it takes more than a catchy single to sell CDs these days. You need an aggressive marketing strategy, said Vivian Campbell, the band's guitar player for the past 16 years.

"The audience is fractured. It's very difficult to market your record," he said Wednesday in a phone interview. "Bands are always trying to find new ways to reach their audience and to grow their audience. It's one thing to reach your core audience, but you always want to be moving forward and trying to reach new people."

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