Target Book Club Launches Titles out of Obscurity

Target, which has long built its reputation on its eye for good design, is further distinguishing itself as a purveyor of finer taste (by big box retailer standards, at least). The 1,700 location chain is using its ‘Bookmarked Club Pick‘ program to turn its loyal shoppers into rabid readers—and catapulting unwitting authors into significant sales territory at the same time. By positioning Target-exclusive editions in prominent shelving locations throughout stores, authors like Tatiana de Rosnay—whose initial dud Sarah’s Key went on to sell 145,000 copies through Bookmarked—are finding themselves with a second chance at a literary career.

The Bookmark displays are nothing remarkable; simply end-of-aisle shelves with special signage denoting their induction into the book club. But some Target shoppers have come to trust the retail giant as much for its literary acumen as for its toilet paper selection, an unparalleled development in retail, the New York Times notes:

“Target says every month, ‘Here are some new titles we’re bringing to you, and you can trust us, even if you haven’t heard of them,’” explains one Penguin Group exec.

The New York Times: “Target Can Make Sleepy Titles Into Best Sellers “