The book club is a fairly new phenomenon in the Russian literary market. However, many well-known publishers have already set up such clubs in order to attract new customers and keep them updated on all book novelties.
Book clubs, like other establishments of this kind, arose in the 19th century in Great Britain. They are based not only on the fact that it is psychologically pleasant for a person to be involved in any society, if it comes to his interests, but also on the fact that it is profitable for the members of the book club to make purchases in this publishing house. That is, the benefits are both for customers and for sellers: publishers give discounts on books, and buyers mainly use the services of this company.
How the book club works
The main task of the book club is to tell its readers about book novelties, to offer to make a purchase at a better price. For this, clubs send their readers catalogs, tell them about the most interesting and useful publications, inform about ongoing promotions, which are, of course, only for club members. But in return, publishers demand reciprocity from their customers: they must necessarily make purchases at the club and often members of such organizations have certain responsibilities, for example, to place an order for a certain amount every quarter or year, order related products or a certain number of books.
The format of the book club is especially good for the inhabitants of the province, it is for them that cooperation with such a club will be not only pleasant, but also profitable. In remote villages, small towns, there are hardly any good book networks, in contrast to the capital and large cities, which are literally littered with books. New items simply do not get into such settlements, or not all of them reach them. Therefore, choosing books from a catalog and ordering them by mail becomes a real salvation for book lovers. Discounts and promotions warm up the interest of readers and their gratitude to the club is constantly growing. If the publisher takes care of the readers and constantly spur their interest, then the club can exist for many years. During this time, he will have accumulated millions of clients, which, of course, will bring the organization huge profits. So everyone will benefit.
Dishonest work of clubs
However, there are situations when book clubs do not behave honestly and professionally with their readers. Such organizations are beginning to demand from readers too much money, buying those books that customers do not want to buy. They can even fill out parcels of club members with books that people did not order, requiring them to pay for such delivery. In addition, such book communities send constant notifications or advertisements to clients by e-mail, and sometimes threats to expel from the club if the person does not order. Of course, it is impossible to carry out such an aggressive policy, then the club may be left without readers at all.
