Book clubs lift sales through rival retailers

The marketing activities of book clubs lift sales of books through rival channels such as high street bookshops and online retailers, according to research commissioned by US-based club Bookspan.

The survey of 942 book club members and 1,005 heavy book buyers in the US found that book club recommendations were the most important influence on users' reading choices. Nearly 70% of respondents had bought a book in a store or online after seeing a book club advertisement or mailing.

The poll—conducted by independent market research firm RoperASW—found that book club users spent more heavily than other book buyers. Members spent $162 (£113) on average in 2001 compared to $146 (£102) spent by non-members. Almost half of club members' purchases were made through retail outlets other than their clubs.

The survey concluded that direct mailings were book clubs' most effective marketing campaigns, and had more impact on buying decisions than TV, radio or reading groups.