Startup Idea: Media That Moves the Needle for Books

Oprah only has to mention that she slept with a certain book under her pillow, and hundreds of thousands of copies of that title are likely sell within hours or days. And then there are scores – or more – of Booktokers, podcasters, other influencers and media whose recommendations cause spikes in sales of select titles across the world.

Pity there is no such authority in India, who can move the needle for books they give a thumbs up to. It could be review pages in traditional media, online newspapers or social media influencers – no one commands a following who will make a beeline to bookstores as soon as the next book is mentioned.

So here’s an idea for those with an entrepreneurial spirit: incubate a media property to recommend books. Or ramp up if you already have one. Could be any media – traditional or new. The content you create is the critical component of the business plan. It has to be well-researched, opinions backed by strong analysis and knowledge, and articulated in a manner to resonate with your audience.

You cannot appeal to everyone, so will need to target a segment of society. And have a deep understanding of this audience so you can cater to what they are likely seeking.

And then give wings to your content: build a following, but one that is relevant and stays engaged. That’s when magic will happen – you talk of a book, and faith will drive people to pick up books you talk about.

We need not one but multiple platforms like these. To draw attention to talent and great works who may not be getting their due. Endorsements from a credible voice will lead to discovery. The joy they provide to readers will prompt them to seek out even more books to read, talk about them, bringing others into the reading fold.

Not easy, but do-able because there is a gap in the market. And millions of readers are waiting for someone they can trust while deciding their next read.

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