Independent Publisher Turns to Subscriptions to Boost Sales

Extra: Are all Unbridled books available for purchase via its subscription program? Do you believe a certain category of books works better for a subscription model than others?
Michalson: We’re still obviously experimenting with the selections. We want to offer some of our best-selling titles when we can, coupled with the gem that might not be getting as much retail attention as we think it deserves. The way we’ve structured the subscriptions in service of our front-list titles, we're hopeful that the early sales will feed buzz for the books. We also hope to be able to make special offers to subscribers in each cycle, offers that might revitalize some backlist titles … and help further push books that are beginning to gain momentum.

Extra: What results can you provide to show the company's subscription program is working?
Michalson: We’re really at the beginning of this process and don’t yet have the kind of data about these things that would be meaningful. But indications are that our effort is potentially very valuable.

Extra: What future do you see for book publishers when it comes to direct, subscription-based selling to consumers?
Michalson: This is one tool available … to develop ongoing relationships that can lead to repeat business. It’s a way to reach out to the dedicated customer who otherwise doesn’t have easy access to traditional stores, or is a shut-in for whatever reason, and who might not otherwise even hear about some titles. Especially in this time of industry flux, we owe it to ourselves, our authors and our customers to take advantage of any opportunity to put our books into the right hands.