Starbucks Backs Albom

by Jim Milliot and Judith Rosen, PW Daily -- Publishers Weekly, 8/8/2006

Coffee giant Starbucks confirmed rumors that it will enter the bookselling business with today’s announcement that it has selected its first book, Mitch Albom’s forthcoming novel, For One More Day, which will go on sale at the full suggested retail price of $21.95 at all 5400 U.S. Starbucks locations starting October 3. Hyperion is releasing the book September 26 and has set a first printing of 2.2 million copies.

“We couldn’t be more excited about it. It’s really been part of our strategy from the beginning, when we launched with music in October, 2004,” Starbucks Entertainment president Ken Lombard told PW Daily, referring to the company’s plans to add media products to its mix. With the help of the William Morris Agency, Lombard has been looking for the right book, one with themes of family and community, for the past nine months.

However, the Albom novel, about a man who wants to spend one more day with a loved one who died, was selected not just because of its subject matter. Albom shares Starbucks' commitment to literacy and agreed to make personal appearances in eight markets, starting with New York City on launch date. Other cities where Albom will appear are Detroit, Seattle, Portland, San Francisco, Dallas, Los Angeles and Chicago. Starbucks will donate $1 for every book sold—with a minimum of $50,000—to Jumpstart, a Boston-based nonprofit organization dedicated to early childhood literacy. Lombard declined to put a number on how many copies he believes Starbucks can sell.

In October, the book will be promoted in Starbucks on spinner racks and a knock-down table. And Albom will appear in an original video available on the Starbucks WiFi welcome page and at a new Web site to launch tomorrow, www.starbucksbookbreak.com. Starbucks is also planning a “Book Break” day on October 26, when it will hold customer-led book discussions in stores in 25 major markets. Lombard said that the company is committed to having the Albom promotion up for six weeks.

Albom has been a favorite author of independent booksellers so the choice of For One More Day as Starbucks' first title is unlikely to be well received by the indie community. "One title won't change our holiday season. But I get nervous that they're opening the door to this," said Alie Hess, book buyer at Brookline Booksmith which has a Starbucks two-doors down from it. Bob Miller, president of Hyperion, said that while it is impossible to predict if Starbucks’ effort will add new buyers for the book or eat into bookstore sales, he believes partnering with Starbucks on For One More Day will “expose the book to people who don’t go usually go to bookstores." He then added: "The chance to expose the book to a wide audience is worth a try.” He noted that even a book that sells well through traditional bookstore channels only sells several million copies. “That leaves a lot people out there who didn’t buy the book.” Miller also said that any time a company which doesn’t usually feature books wants to put the spotlight on a title—and donate money to literacy—“is something to feel good about.” Hyperion publicity head Katie Wainwright said Albom’s eight appearances at Starbucks locations is only one part of an extensive tour that will include dozens of stops at both independent and chain bookstores.

As for future books from Starbucks, Lombard said, “We’re going to continue our search to find the right book.” Most titles will likely be adult books, although, through a different division, Starbucks is currently selling a special promotional edition of the children’s classic, The Little Engine That Could, this month as a fundraiser for Jumpstart.