Using its prodigious database and familiar name, Reader's Digest has sold millions of copies of books over the years, primarily through various direct-marketing channels. (Total book sales in fiscal 2006 were $955 million.) But now, under the direction of Harold Clarke, president and publisher of trade publishing, the company is intensifying its efforts to build up its retail sales of adult titles by trying something it has done little of in the past—developing books related to its magazine properties.
The centerpiece of RD's new strategy is the Taste of Home Cookbook, which the company is releasing next week with a 375,000-copy printing. The cookbook draws on recipes from Taste of Home magazine, published by RD subsidiary Reiman Publications; it has a circulation of 3.5 million. Clarke acknowledged that RD faces stiff competition in the cookbook market, but believes Taste will find a niche with the same audience that has made the magazine successful—middle America. "This is a cookbook about American home cooking," Clarke said.
To promote the title, Taste editorial director Catherine Cassidy will do a 12-city tour plus a September 14 satellite TV tour, and RD is giving a free subscription to the magazine to customers who buy the $29.95 book. Although Taste magazine doesn't take ads, the August/September issue has a news item on the book and the title will be promoted on TasteofHome.com. The publicity strategy, Clarke said, is to start with promotion to Taste's base and then "build a worldwide brand."
Reiman has long sold cookbooks via direct mail and RD's trade division has experimented with selling Reiman's titles in stores, but the Taste cookbook is the company's first effort to create a product "that looks totally comfortable in the trade market," Clarke said. Additional Taste of Home cookbooks are set for spring, and Clarke expects to develop more trade titles from other Reiman magazines.
Another title RD believes will do well at retail this fall is For America, which will suggest actions Americans can take to correct broken national institutions and features a foreword by former Presidents George Bush and Bill Clinton. With its positive message, Clarke believes For America will offer an alternative to the glut of partisan titles set to be released in this election season. The book is tied to the October issue of RD, which features a main article called "America 2.0: The Upgrade," devoted to problems facing the U.S. and possible solutions; For America is mentioned early in the feature. For America, Clarke explained, is a good example of his attempt to develop titles that, while not taken directly from Reader's Digest, "are consistent with the themes of the magazine."
A second book that fits that description is Everyday Greatness, based on RD articles compiled by David Hatch and with additional commentary by Stephen Covey. Everyday, however, is being published by Rutledge Hill, with RD serving in the author's role. Clarke explained that he decided to shop the title rather than publish it himself because he believes "it is the best way to make the book." RD's name appears on the cover and Covey was interviewed for the "2.0" article. The book is also included in the "Reader's Digest Presents" section in the magazine, where it is being offered at a discount.
Clarke said Taste, America and Everyday reflect the new RD mantra of being "channel agnostic" while also having the magazine and book units work closer together. "We're looking for the best way to get content to the consumer," Clarke said.
