Some publishers think the line between book clubs and direct-mail companies is beginning to blur. As we see one customer morphing and becoming like another, we need to be sure we treat everybody in that customer class equally. I think that is where the tough questions are going to come in. Book clubs and direct mail are definitely helping us to make a broader range of people aware of our brand and of our individual authors. Their buy-in might very well affect whether or not we will acquire the book.
Oates also reports sometimes considering book club interest during the acquisitions process.
Still, this kind of consideration is the exception rather than the rule, according to most publishers. Not any time soon, Crossings' Rapkin thinks. The thought of not having to spend incredible amounts on postage is very appealing, but it might be ten years from now. But not everyone is so sure. That is what I will be interested in knowing.