Sunday, June 08, 2008

Richard, Judy and Oprah

For an author (with an exception or two), having a book picked by Oprah's book club is like winning the lottery. Being chosen by Queen Oprah almost guarantees an author royalty checks that will make them wealthy plus enough name recognition that their next couple of books will sell in numbers that would have seemed impossible pre-Oprah.

The same thing happens in the U.K. with the Richard & Judy book club. Richard and Judy have taken it one step further and now have a book club devoted exclusively to "summer reading," Richard & Judy's Summer Read. Ciar Byrne, in The Independent's book section details the impact, both good and bad, that these TV book clubs are having.
Since James Bradley's Gothic thriller The Resurrectionist was first published a year ago it has, to be kind, enjoyed modest sales. The tale of Edinburgh body-snatchers in the murderous era of Burke and Hare has sold fewer than 300 copies.

But that is apparently about to change. The title has been selected to feature on every author's holy grail: Richard & Judy's Summer Read. And unless he is very unlucky, Mr Bradley can expect can now expect to be selling 250,000 copies – much more than if he had won the Booker Prize.
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Following in the footsteps of the success of Oprah Winfrey's book club in the US, Richard & Judy now wield unrivalled clout in the publishing world, with its annual Book Club and Summer Read delivering a sales boost of more than 300 per cent. Featuring on the list does not come cheap, however. Publishers have to be prepared to discount their books heavily – typically by around 65 per cent – to get them into the front of book stores, and are also required to contribute towards steep marketing costs.
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Hazel Cushion, managing director of the Welsh independent publisher Accent Press, said: "They all come from large publishing houses, which shows how very hard it is to be selected.

"From an independent publisher's point of view, it's really ruined the fiction market. So many people only buy two or three books a year and now they're from the Richard & Judy selection and they're not prepared to look outside that."
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"The average Richard & Judy book has sold a quarter of a million copies, which is higher than the average Booker Prize-winner. A spot on Richard & Judy is better than winning the Booker."
I was particularly struck by the fact that The Resurrectionist, a book that has sold only 300 copies in a year, will now become such a huge publishing success. Think about that for a minute. It's still the exact same book although I suspect that now it will be repackaged to include one of those tacky Oprah-type stickers on its cover. And, although it's the same novel it was before winning the Richard & Judy lottery, it will now make millions and the author will become rich and famous. It's a crazy world.

8 comments:

  1. I'd not heard of this book before, but it does sound good. It's weird how the right publicity/endorsement will sell a book!

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  2. I'm just happy that anyone, anywhere, can get someone who wouldn't otherwise, pick it up and read a book.

    Where there's one book read, there's a chance for more books read, giving all books a little more of a chance.

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  3. I love the cover of that book, Danielle, and "had" to use it to illustrate the post. I agree that it looks interesting.

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  4. Carrie, I agree with that sentiment. My main point is the huge impact that being chosen can have on an unknown author's life. It REALLY is like winning the lottery for some of those folks and I have to love that.

    Can you imagine going from a book that sold 300 copies, total, in hardcover to an instant best seller in paperback? That has to be mind-numbing for that guy.

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  5. Interesting post, Sam. It amazing how much fashion drives decision making - and not just in book sales. I noticed it in fundraising as well. Most people lack imagination or the courage or their convictions (or something) and will trust others' opinions (whether correct or not) above their own. I think Benjamin Franklin had a good quip about it (as he did about so many things) but I can't remember it!

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  6. I have tried to read a couple of Booker Prize books and I have to say -- I will say this nicely -- they were not my favorites. I forced myself to read a few chapters, reasoning, "This is IMPORTANT! It won a BIG PRIZE!" But I couldn't stand the one about the sweat rings and I can't remember the other one (Sargasso Sea?).

    I just like a good story about interesting, hopefully somewhat likeable, characters. That's all.

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  7. I wish I could come up with that Franklin quote, Ted. People tend to be easily herded along when it comes to opinion...marketing is nothing but mass brainwashing, IMO. Sad.

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  8. The books that win the big prizes often do very little for me either, Factotum. I find some of them so difficult to read that I sometimes wonder if the judges were looking for precisely the kind of book that would intimidate those of us not in on the joke.

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