The Quirky Side of Publishing
● Last year, your company inked a deal with CBS Interactive, in which CBS produced a series of webisodes based on the Quirk title, “How to Survive a Horror Movie.” What has the reaction been to the webisodes?
Borgenicht: … People were definitely intrigued and admired, or were jealous of, the fact that a major media company was essentially becoming a marketing partner for our book, in addition to giving us a little bit of money to license it. The deal we did with CBS was much more of a marketing and promotional deal than it was a big licensing deal. … It impacted sales of the book. ... It was a book that we had modest expectations for, but … it became a book that was much more a sleeper success last year.
● How did that deal come about?
Borgenicht: … [It came] about because of the author’s connections. … We’ve spent a significant amount of time over the past five years building up relationships and connections in Hollywood. … I think the [CBS deal] is … indirectly a result of those efforts. The author we hired to write the book was someone who, at one point, we were working with in a “producerial” capacity … to pitch a TV series based on our “Baby Owner’s Manual.” So [the deal was a result] of the fact that we were networking out there, and pitching shows and getting options and pilots signed.
… We have [also] done some custom publishing with film studios now for books based on some of their [movies]. [For example,] we did a book with Paramount last year, a “Blades of Glory” quote book, which we didn’t distribute to the trades. … We produced [it] for Paramount to sell to Circuit City with the DVD [as a package]. … We’ve really seen the power of the entertainment industry as a whole, and have the attitude that we’re a part of it. …