I guess there is no perfect way to do this but I see the limited and lettered editions were sold out before 99.9% of us were even aware they were available. I got an email notification from SK.com hours after they were sold out. I don't begrudge CD from doing it this way since they care less who buys them, but the big time collectors are the ones most likely to be in the know when there is less than an hour to order. And I'm sure we wil see plenty on ebay this afternoon at triple the price.
You're definitely right that there is no perfect way to announce a signed Stephen King edition. We notified our Collectors Club first because they're our most frequent customers, then we notified customers who had bought signed Stephen King books from us in the past (those who had kept us updated when their email address changed, at least), and then finally we sent out our official newsletter, which reaches approximately 30,000 collectors.
We tried to drop some hints in our newsletter over the last week, just to give everyone a subtle heads-up, but we understand there's always going to be disappointment when any edition sells out this quickly. Thank you for your feedback. We appreciate it.