출판사들이 ‘북인플루언서’를 활용하여 책을 선정하는 새로운 방식이 주목받고 있습니다. 이 방식은 독자들의 선호도와 관심사를 더 잘 반영할 수 있다는 점에서 주목받고 있습니다. 과연 이러한 새로운 방식이 출판 시장에 어떤 영향을 미칠지 주목해볼 만합니다.
Bindery Books: A Publishing Startup Driven by Influencer Partnerships
Bindery Books, a publishing startup based in San Francisco, was co-founded by Matt Kaye and Meghan Harvey, both veterans in the publishing industry. The startup’s unique approach involves integrating social media book influencers, or ‘tastemakers,’ into the book publication process as acquiring editors. This model aims to better serve reader interests and alleviate the burden of book promotion for under-resourced authors.
Unlike traditional publishing houses, Bindery Books operates through a network of influencer-led imprints, each helmed by a book influencer who has built a strong online community. These tastemakers play a crucial role in the acquisition and promotion of titles, ensuring a direct connection between the books and their target readers.
Bindery Books’ strategy has already yielded success, with several of its titles hitting bestseller and year-end lists. The startup’s focus on underrepresented authors, particularly those who have had a ‘sour journey’ in the industry, has also been a key part of its mission.
Leveraging Influencer Reach and Reader Sentiment
Bindery Books’ co-founder Matt Kaye attributes the startup’s success to its nontraditional model, which integrates reader sentiment into the publication process rather than attempting to anticipate it, as many traditional publishing houses still do.
By working closely with book influencers, Bindery Books aims to foster a more immediate connection between authors and their readers. This approach allows the startup to identify and champion underrepresented authors and emerging genre interests that may have been overlooked by the industry.
Bindery’s tastemakers, such as Nina Haines and Jananie Velu, have made it their mission to amplify the voices of marginalized authors, including LGBTQ+ and authors of color, who have historically been sidelined by the publishing industry.
The Bindery Model: A Potential Industry Shift
Industry veteran Jane Friedman views the Bindery model as an effective ‘middle ground’ between traditional book marketing and online influencing, though she is unsure of its scalability.
Bindery Books is not yet profitable, but the startup plans to grow slowly to ensure that every author’s needs are taken care of. Co-founder Meghan Harvey emphasizes the importance of identifying and addressing the industry’s ‘blind spots,’ where engaged reader communities exist but publishers have not yet tapped into.
As the publishing industry continues to evolve, the Bindery model may serve as an indicator of where the industry needs to go to stay fresh and relevant, particularly in catering to the preferences and interests of younger generations of readers.
Bindery’s Success Stories: Reviving Backlisted Titles and Championing Debut Authors
One of Bindery Books’ success stories is its work with author Courtney Summers, who had the rights to her backlisted titles. Bindery’s imprint head Kathryn Budig championed Summers’ work, including the 2012 zombie thriller ‘This Is Not a Test,’ which is now a Kids Indie Next pick.
Bindery Books has also found success with debut authors, many of whom are unagented. The startup’s focus on underrepresented voices has allowed it to discover and promote new talents that may have been overlooked by traditional publishing.
The trust and collaboration between Bindery’s tastemakers and their authors, as well as the startup’s commitment to editorial support and project management, have been key factors in the success of its titles, both backlisted and debut.