The Bookseller.com

13th October 2008

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Ross: Book Club sales 'not about ratings'

24.04.08 Anna Richardson

Cactus TV joint m.d. Amanda Ross has insisted that Richard & Judy's move to UKTV will not affect the book industry, but some publishers and booksellers are still concerned about the couple's switch to digital TV. Ross responded to worries that the couple's move to the digital channel would result in smaller ratings and subsequently in reduced book sales: "I certainly don't think it will affect the book industry. The success of the book club [is] not about the ratings."

However, some publishers were uncertain about what the move would mean for book sales. "Richard & Judy" currently averages 1.9 million viewers in its 5 p.m. slot on Channel 4, but when it heads for an 8 p.m. slot on one of UKTV's channels this autumn, ratings are expected to be significantly lower—peak ratings on UKTV Gold have been just 380,000 so far this year.

One publishing director pointed out that even though the "R&J" brand might travel beyond ratings, most R&J Book Club titles see a sales spike the week they are discussed on the show: "Hearing people bring the book to life is a really powerful thing. The crucial thing is that people still watch it on TV. You would be a fool not to worry that there might be a dip in sales, but at least [the programme is] still there. We will have to wait and see."

Another marketing director agreed: "The fact is it will not be watched by so many viewers. [But] I am hoping that it got such a head of steam that it will continue [to drive sales]."

Others believe that the R&J brand will continue to grow, independent of viewer numbers. HarperCollins m.d. Amanda Ridout said: "The success of the club has gone far beyond being linked to a TV programme. TV adds to the power, but as a recommendation vehicle R&J stands alone."

Booksellers were split, with some store-level managers worried that the move could lead to shortfalls in sales next year. Others were more optimistic. Borders' Michael Jones believes there will "not be a major impact on book sales and how we promote [book club titles]. Richard & Judy are such household names".

In addition to readers' trust in the brand, Ross pointed out that "the future [of television] is digital", adding that "it is exciting to be a big fish in a slightly smaller pond". Writing for The Bookseller this week, Broadcast magazine's Katherine Rushton said that "digital TV may be the hinterland of the current television landscape, but that is rapidly changing in the run-up to digital switchover in 2012".

UKTV has also committed to a significant off-air marketing and publicity push to promote "Richard & Judy" and place it "at the heart" of its entertainment portfolio. Ross said that it was "a very ambitious project in scale in marketing and PR terms".

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