A Bridge to Global Bookselling
BB: What are your main sales outlets?
Silber: We sell and distribute materials through the thousands of Scientology organizations and groups around the world, as well as all major bookstore chains (Barnes & Nobles, Borders, etc.), online retailers (Amazon.com, BN.com, etc.), and direct to the public through our website (BridgePub.com) and direct mailings.
BB: What are your primary marketing methods?
Silber: The biggest method is word of mouth. The people who read "Dianetics" and "Scientology" books write [to] us about their often life-changing stories. We share these through our websites and mailing lists, as well as with the Scientology organizations and groups. … This, in turn, generates further interest in L. Ron Hubbard's materials. We recently upgraded and expanded our website, which now includes video success [stories] and videos describing the contents of each book.
We are international in scope and have marketing campaigns running … in a number of South American countries. …We also have new distribution partners and campaigns upcoming for Taiwan and Korea. We attend many international and local book fairs …, and this is the most successful method of generating foreign distribution.
For first-time buyers … our introductory books or DVDs are most successful. For people who have already purchased a book from us, there is a codified "Materials Guide Chart" that gives a route to study all of Mr. Hubbard's materials. People then purchase their next materials and move through all studies … to assist them in all areas of life.
BB: Has social media played a role in your marketing efforts?
Silber: Some, in terms of mailing lists and newsletters, but while we have plans to, we have not yet ventured heavily into this arena.
BB: You sell reference books (e.g., "The Scientology Handbook") in two ways: $100 for the 968-page hardcover book or 19 individual chapters, or booklets, for $5 each. What have the results been?