Reading groups have proliferated over the past decade thanks in part to Oprah and her book club. These groups, often referred to as book clubs, should not be confused with book clubs that allow readers to purchase discounted books at regular intervals. Reading groups are made up of individuals who read books and like to discuss what they’ve read with other people.
Reading groups generally choose what books to read based on the group members’ nominations. The group votes on the nominated books and agrees on which books to read. Often word spreads from one reading group to another when one group really enjoys a book they have read and discussed. Thus one reading group can influence the reading choices of other groups. As a result, reading groups can be a great source of word-of-mouth advertising for publishers.
Marketing to reading groups has become a hot trend in bookselling. Here are some ideas for marketing your books to reading groups.
1. Print discussion questions for your books.
Many publishers are now including discussion questions on the last pages of their books; both fiction and non-fiction. Printing discussion questions at the end of your next book allows a reading group to have a ready-made set of questions to use should your book be chosen as a reading material. In addition to printing discussion questions on the back pages of your next book, consider posting discussion questions (called a reading group guide) on your website. You can do this for your books that are currently in print as well!
Another place to post your books’ reading group guides is on a website that is currently serving as a repository for reading group guides for books that reading groups may be reading. Publishers can submit reading guides to this site. The website is www.readinggroupguides.com. Contact them at contact@readinggroupguides.com for their submission guidelines.
2. Encourage your authors to be available for phone chats and personal visits to reading groups.
Many reading groups enjoy talking with the author of a book they have read and are discussing. If you have an author who is willing to chat with reading groups, you can use this service as a way to promote that author’s book to reading clubs. Post your authors’ availability on your website, encourage your authors to post their availability on their own websites, and post the availability at online directory sites for reading groups.
3. Tap into on-line reading groups.
The Internet has spawned on-line reading groups where people discuss books in cyberspace. One good directory of online reading groups can be found at www.readinggroupsonline.com.
Summary
Publishers must be creative in approaching marketing to reading groups. Authors can be a big help in this area through encouraging their friends and acquaintances who are in reading groups to have their book club consider the author’s latest book; especially if the author is willing to make an appearance to the group.
Sarah Bolme is the director of Christian Small Publishers Association (www.christianpublishers.net) and the owner of Crest Publications. You can contact Sarah at cspa@christianpublishers.net. Sarah’s newest book, Your Guide to Marketing Books in the Christian Marketplace, can be found at www.marketingchristianbooks.com. ©2007
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