It's been all over the local media that recently retired Colts coach Tony Dungy will be signing his new book, Uncommon: Finding Your Path to Significance, at two Indianapolis venues today--at Borders from 3 to 5pm and at Sam's Club from 7 to 9pm. The book is already doing quite well--it's ranked #16 on Amazon now, and has been as high as #9.
You can see a complete list of his scheduled signings here. The publisher, Tyndale House, appears to be targeting his fan base: here and in Tampa, where he formerly coached (and probably because he just happened to be down there for the Super Bowl, anyway). There are also some dates in the New York area.
Tyndale also used a bit or strategy with the release date. It wasn't scheduled to be released until February 17; but when he announced his retirement, they decided to step it up and piggyback onto the publicity that he's continuing to get from that.
The TV news reporter did a live shot outside Borders, nearly 12 hours before his scheduled appearance. She said people would be limited to just three copies of the book each. Imagine how many books he's going to sell today!