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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Branding Books
Borgenicht cut his teeth at Running Press in the ’90s, where he came to appreciate nontraditional bookselling strategies. Even then, he says, bookstores were beginning to feel pressure from other sales channels, and returns were, of course, a perennial problem. He saw the advantage of creating products that had a “broader reach and bigger brand,” and consequently, when he launched Quirk in 2002, he decided it was important to establish a strong brand identity.
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James Sturdivant
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