Borders tries selling books the old-fashioned way
What sells books? Enthusiasm. At least that's what they're working with at Borders.
Starting in January of this year, the struggling bookselling chain has been taking a page from the playbook of independent booksellers, reports the AP. The new strategy at Borders is to pick a handful of titles companywide and then ask store employees to read those books.
The idea is to create "in-house passion," says Kathryn Popoff, Borders' vice president for trade books. These books will also have prominent placement in Borders stores.
The four titles selected so have been: "The Girls From Ames" by Jeffrey Zaslow, "On the Corner of Bitter and Sweet" by Jamie Ford, "City of Thieves" by David Benioff, and "The Middle Place," by Kelly Corrigan.
According to the AP, "All four books have been best sellers, and publishers have credited Borders with either being an early factor in the book's success or a key in turning a hit into a major hit."