Simon & Schuster’s New Publisher Wants More Media

Sean Manning, the new publisher at book giant Simon & Schuster, wants to turn the publishing house into a media giant with books at its center.

Why It Hits: The far-reaching influence of #BookTok — which was responsible for 59 million print book sales last year — has publishers turning the page on the tried-and-true narrative of marketing books. If individual authors can enjoy booming sales by going viral, publishers may consider experimenting with a similar strategy — turning themselves into recognizable brands to boost sales across their entire catalog.

Between the Pages: Manning wants Simon & Schuster to become the “A24 of books.”

• The publisher is starting with a new digital show called Bookstore Blitz, which gives guests five minutes in a bookstore to spend $100… hoping that their selections can reveal something about their instinctual tastes.
• Manning hopes it becomes a go-to stop on press tours similar to Chicken Shop Date or Hot Ones… but it may be closer to viral stops at the Criterion Closet.
• Additionally, Manning says there are other shows in development, including an awards show-style interview series titled Read Carpet.

Last Chapter: Manning told The Cut that since the publishing house releases a new book every Tuesday, the company has “a new author” it can tap as a “cultural tastemaker.” He questions, “Why aren’t we using them? Why are we so dependent on outside media?” That’s fair when publishers, agents, and publicists spend considerable time lobbying outlets to feature authors in the run-up to a new release. If Simon & Schuster can bring some of that marketing in-house, it has a chance to own the audience in a big way.

And considering #BookTok has fueled demand for more bookstores, the publishing house will have no shortage of stores to host Bookstore Blitz.