Publishers mine book groups

Looks like there is a new book force in town and whether it is good or bad is entirely a matter of opinion.

Given the success of books 'discovered' by book clubs like The Kite Runner (which, though well written, has been described by some people as Hollywood-ish (see latest issue of Time Magazine - http://www.time.com/time/magazine/article/0,9171,1622583,00.html), and written by someone who does not live in the country he writes about) major publishing houses are looking towards book reading clubs to reveal their next big hit.

Never before have a group of eight to ten (mainly) women sitting around a table discussing a book have held so much power. Ms Esther Bushell, a former English teacher from Old Greenwich, Conn, must be a powerful lady indeed. She leads ten book groups. And she began as a reading group coordinator only five years ago.

According to thee report, film companies are trying to get in on the act as well. Russell Perreault, director of publicity at Vintage Books says, "They're asking us how to get clubs to read books before the movie version comes out." Copies of Evening, Reservation Road and Atonement, all Vintage titles adapted for the big screen.

This was what was traditionally known as word-of-mouth marketing. (Or auntie power. Uncles are normally quite useless at this.)

Full story: http://www.nytimes.com/2007/11/19/business/media/19bookclubs.html