Powell's Books, Portland, Ore., is launching a subscription club that every six weeks will deliver an unusual edition of a new book in a box along with at least one surprise--which may be a DVD or CD, a literary magazine, signed blads from graphic novel, a zine, a mug, excellent chocolate, etc. The program costs $39.95 per box, including shipping and handling, and begins on March 5 with a hardcover first edition copy of How the Dead Dream by Lydia Millet (Counterpoint Press) with a matching full-cloth slipcase (see illustration). The first shipment will be limited to 200 copies, signed and numbered by Millet. People who buy a membership for themselves may cancel at any time.
Those who buy it as a gift take it for at least three, six or twelve installments.
Many of the books will be sent around the time of publication and may be first editions, special editions and in some cases higher-quality ARCs, and many will be signed. Publishers will be able to include something in the box such as a note, a reader's reaction card and more. The boxes themselves may be somewhat fancy, depending on the cost. "At the least, the boxes will be lovingly packaged," Dave Weich, director of marketing and development at Powell's, told Shelf Awareness.
Called IndieSpensable, the book club is "basically handselling," Weich continued. "We want people not just to be pleased but be surprised and entertained. Members won't know what they're getting, and part of the thrill is of getting that book before anyone else."
Authors will include both established and new voices, and Powell's will emphasize independent press titles, aiming to have about two-thirds of the first nine choices published by indies. Powell's is not asking for financial support from publishers. "This is selective and high quality," he added.
From a base of 200 boxes the company hopes to expand, and eventually the club could regularly account for sales of 300 or 400 copies of a title. Powell's will also send some 25-30 complimentary boxes to the media, industry people and good customers. Powell's is marketing IndieSpensable online.
Among reasons for establishing the IndieSpensable book club were for the store to "reinforce that we are independent booksellers who partner with others" as well as creating "an opportunity to put books out there that might not get much attention," Weich said. Powell's staff intends "to turn on a lot of people to our favorite authors in a genuine way."--John Mutter