Many readers have come across the occasionally book in the bookstore with the big letter O written on it and have know what it stand for, Oprah’s Book Club. A club that in its own right is a Bestseller’s list that rivals the New York Times. Authors, publishers and editors know that if this woman – Oprah – chooses your novel then it is a guaranteed gold mine for you. As Kate Pickert described it in her TIME magazine article, Oprah’s Book Club “is not so much a club as a ruthlessly influential marketing vehicle, with the power to fundamentally alter best-seller lists, Amazon rankings and royalty payments” According to Pickert the Oprah’s club has 2 million members and has its own website that helps readers interact with each other and have reading tools on the chosen books or just advice on reading. Many authors, publishers, and editors believe in the power of Oprah’s Book Club because of “its influence on sales, which has been known to increase a print run fivefold”
Take for example the latest book that was chosen by Oprah Winfrey back in September; The Story of Edgar Sawtelle, a book by a first-time novelist. The publisher who “had already ordered 750,000 "Oprah versions" from the printers…[and] were already on their way to bookstores across the country” when the announcement was made. The Story of Edgar Sawtelle “debuted at #14 on the New York Times fiction bestseller list with an initial print run of 26,000 and crept up to #2; it will be #1 on the list published October 5”. That is the effect that Oprah’s Book Club has on the publishing industry.
Pickert brings up the point that being branded by Oprah is not always a good thing for many publisher, especially authors. Jonathan Franzen, author of The Corrections was picked to be on Oprah’s Book List in 2001. Franzen thought this made his “book [have] ‘that logo of corporate ownership on it’ [and] dismayed him. "
On a side note, Pickert lets us know that “since her club debuted in 1996, Winfrey — who personally chooses which books to endorse and does not financially benefit — has invited 66 titles into her club.”
Based on the article, what do you think of Oprah’s Book Club? Does it stay true to literature? Is it a marketing ploy? How is it beneficial to the readers and the authors? Thoughts?
Take for example the latest book that was chosen by Oprah Winfrey back in September; The Story of Edgar Sawtelle, a book by a first-time novelist. The publisher who “had already ordered 750,000 "Oprah versions" from the printers…[and] were already on their way to bookstores across the country” when the announcement was made. The Story of Edgar Sawtelle “debuted at #14 on the New York Times fiction bestseller list with an initial print run of 26,000 and crept up to #2; it will be #1 on the list published October 5”. That is the effect that Oprah’s Book Club has on the publishing industry.
Pickert brings up the point that being branded by Oprah is not always a good thing for many publisher, especially authors. Jonathan Franzen, author of The Corrections was picked to be on Oprah’s Book List in 2001. Franzen thought this made his “book [have] ‘that logo of corporate ownership on it’ [and] dismayed him. "
On a side note, Pickert lets us know that “since her club debuted in 1996, Winfrey — who personally chooses which books to endorse and does not financially benefit — has invited 66 titles into her club.”
Based on the article, what do you think of Oprah’s Book Club? Does it stay true to literature? Is it a marketing ploy? How is it beneficial to the readers and the authors? Thoughts?
Of course it's a marketing ploy. Anything "branded" is part of marketing. However, it isn't necessarily the destroyer of our world that some would have us believe. For people who typically don't read much or have a circle of reading friends to depend on, a book club is a great place to start. Even if the book club is clearly under the rule of bad intent. For example, I would be happier if an oblivious idiot joined and followed the teachings of Hitler's book club MORE than someone who doesn't read at all. At least this person is trying to read and expand their views on the world. It isn't entirely their fault for coming across bad literature or teachings, but was circumstantial to their desire to learn anything beyond their mundane life. To avoid such things, more clear definitions of "truth" and "intent" are required. While Hitler's Book Club is better then none, it wouldn't be nearly as wholesome as Oprah's Book Club. The problem here is "intent". Hitler's PR rep might say "this club is for those who want to take over the world," while Oprah's might say "this book is for good, hard working individuals seeking inspiration". Which is "better"? Hitler's, which is blatantly destructive but honest in it's intent? Or Oprah's, who's intent is much shinier then the truth behind it? As we discussed in class, James Frey helped show how little thought or research actually goes into picking an Oprah book. It robbed the club of its credibility, and even though unlikely, it exposed the slightest inclination that marketers, the government or even aliens could be behind Oprah, guiding her and her viewers into a mass of mindless followers. Sound like Hitler? Nobody can ever know if what they're buying is 100% God-certified. Nobody can ever really know 100% if what they're buying will infect them with the zombie virus or shut down their ability to love and control prejudice tendencies. Nobody knows anything, and considering even the marketers behind Oprah's team called James Frey's novel a "memoir", based on "truth" and "actual events", not even the salesmen knows much about his product. So what's the point? The point is, if someone has the desire to read but no friends to guide them, Oprah is still a fairly reliable source for decent reading. Any book club is. Nobody is 100% trust worthy, and if that's the case, then we should all stop pretending we're perfect and just be happy that the friendless reader is trying to learn anything. And for those of us who have friends, or people we can trust slightly more then Hitler or Oprah, then we should ask them for advice or guidance. At least then, whatever the outcome is, we only have ourselves to blame. Don't take my advice though. I'm about as credible a source as any other marketer on this planet.
ReplyDeleteI have to admit that I am a long-time faithful reader of books stamped with that oh-so-recognizable "O" on the cover. For the longest time, in my eyes, if Oprah had approved of the novel, it of course had to be life-changing, right? Well... sometimes. My first run-in with the book club was in middle school. I had pretty much sped through all of the big books available to students, so the librarian, knowing and understanding my craving for new books, unlocked the door to the most wonderful room... the secret teacher stash of books in the teacher's lounge. There were, I kid you not, at least two and a half shelves completely stocked with Oprah Book Club books. I quickly dived in, after being given a heads-up from the aforementioned librarian that there may be "grown up material" in some of the books. I certainly read things that my previously naive eyes (and thoughts) had never been introduced to, but I didn't care. I was reading books that OPRAH had not only read but suggested for the world! I have to confess that I am an Oprah addict. For a very long period of time, I went through a phase where if Oprah suggested some type of product or book I HAD TO HAVE IT IN MY HANDS THAT VERY SECOND or I would simply die.
ReplyDeleteAs I got older and started to actually understand the books though, I started to realize that all of these amazing books... weren't always all that amazing. I would finish a book and be left sitting there thinking that I had to have missed something in my book... I mean, if Oprah picked it, shouldn't I be crying or feeling that my life should be changing? Not so much.
I do agree that the book club is, to some degree, a marketing ploy. It's not like a book has won a prestigious award; no, it was just voted on and approved by an incredibly influential woman. I also think that it would be hard for an author being stamped with that "O" on the cover to not be excited. It's almost impossible to be included in the book club and not immediately become a bestseller.
Though a master of marketing, I do have to give Oprah some credit-- the woman can pick some pretty amazing literature to include on her lists. And it's not always new literature-- titles such as Anna Karenina and The Sound and the Fury have been included in recent years. I also know that there have been several titles included in the book club that I have read and stuck in my mind for a really, really long time: The Road by Cormac McCarthy, Night by Elie Wiesel, White Oleander by Janet Fitch, I Know This Much As True by Wally Lamb... I could go on and on. When it comes down to it, anything that Oprah suggests will spark public interest. If it's going to draw more people in to start reading, I see no harm in that.