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The book purchasing process

Marketing by Ruth Lunn

How do you decide what book to read or buy? Are you influenced by reviews in newspapers, magazines and online – or perhaps you go by what your friends are reading and enjoying, or the latest book your book club has chosen? Goodreads recently asked 1000 of its members what convinced them to read either Gillian Flynn’s Gone Girl or Erin Morgenstern’s The Night Circus. Recommended by a trusted friend was the clear winner with both books. Only one answer was allowed in the survey, whereas I suspect the decision process is a little more complex; nevertheless what is clear is that, overwhelmingly, readers are influenced by what others are reading and recommending – they want to be part of a community that is enjoying the book and talking about the book. This matters more than professional reviews, the cover, or even sampling the book. How do you choose what to read next?

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