CEO John Lippman and editorial director Brianna Goodman on reinventing the original book club for a new audience of fiction fans.
Brianna Goodman, Book of the Month’s editorial director, is perched on a bar stool at the company’s offices in Manhattan. Six rows of chairs have been set up for a live audience for a recording of Virtual Book Tour, a monthly author podcast cohosted by Goodman and editorial associate Jerrod MacFarlane.
Book of the Month’s Brianna Goodman and Jerrod MacFarlane with author Kaliane Bradley, center, and the “Ministry of Time”-themed cocktail at a recording of the Virtual Book Tour podcast. “They had a crappy website, they weren’t good at e-commerce they just weren’t about anything,” says Lippman, who is now BOTM’s chief executive officer. “There was no point of view; they were just drifting.”
More than 95 percent of BOTM subscribers are Millennial women, according to Lippman. “We didn’t specifically reinvent it for younger women, but that’s who came to us,” he says. “Women read most the fiction in America, and if you’re promoting up-and-coming authors, you tend to attract younger audiences.”
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