Word-of-mouth drives book choices

Word-of-mouth continues to be more effective than advertising or reviews in drawing interest to books, according to the results of a survey which marks the launch of this year's Swap a Book campaign.</p><p>
A poll of about 1,700 people found nearly half of all women and a third of all men chose which books to read on the basis of a friend's recommendation. About 16% said they acted on suggestions from work colleagues.</p><p>
Nearly a quarter of respondents were influenced by book reviews, while only 14% had been drawn to a book by an advertisement.</p><p>
The survey returned bleak resu...

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