Cover Story: The Two Sides of David Borgenicht
Quirk Books' president pairs the irreverent and entertaining with a dead-serious (though somewhat unorthodox) business model and brand.
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“My vision from the early days at Running Press was to create books that I knew could sell in a lot of different ways in a lot of different places to a lot of different people,” he says.
Quirk has never had a big marketing budget, Borgenicht says, relying on the built-in publicity that comes from publishing series and sequels (in which a self-reinforcing brand helps both front and backlist titles), as well as word of mouth. “When you can get people talking about your books, that is the best strategy,” he says. “If you get booksellers talking about it, you sell to more booksellers. If you get more consumers talking about it, you sell to more consumers. We try to come up with books that people want to share.”
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James Sturdivant
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