"I think Fox is laying low for the time being until all the facts are straight.
I believe they know this is potentially powerful and want their ducks in a row before they launch it."
Yup! Solidify what is or isn't in the book, let the left bitch more about it, highlight the competing forces and, in the process, make the MSM have to either refuse to run the ad or eventually have to explain their refusal.
The key to this is not to run the ad on tv but on internet sites coupled with a grassroots flyer campaign (drop-offs, not handouts)
Of course internet sites can refuse running ads so clever teases via leaflets, bumper stickers, signs could very well be the prime way to reach those that are on the fence or not even being close to being a part of the choir....yet! Wow, all this beautiful technology and yet the Gutenberg(?)-way may prove the most effective.
To clarify. The whole PR campaign highlights the Swift Boat Vets site itself. To get them there is the key - once there, the ad does a good job to set a tone which therefore hopefully prompts the individual to checkout a few articles that are on sites not in their favorites list. If all goes well, off they go to buy the book.