For all the money spent on advertising and the push to get great reviews in the “right” publications, it is independent booksellers and readers, like you and me, who really determine whether a book is successful or not. At Book Expo, I spoke with publishers and marketing reps to hone in on those titles that would speak to my friends and the book groups I work with. Over the years, I’ve learned where to go and who to speak with and developed enough relationships that a few in the industry came to me when there was a book that they want to “test drive” with some groups. Some of the books they’ve touted have been great successes, for the groups and commercially. Others have just missed the mark.
At the National Book Festival in 2003, James McBride, the author of The Color of Water and The Good Lord Bird, started his presentation by thanking the Jewish and African American women readers and book groups in attendance for his success as an author. 
He knew it was word of mouth, not the initial reviews, that kept The Color of Water on the bestseller list for over two years. Today the internet, and Amazon and its stepchild, Goodreads, can feed short-term bookselling frenzies (did you pre-order Go Set A Watchman last spring?) but many titles with simmering staying power are those chosen by book groups.
One of the final events at Book Expo for the last several years has been Book Group Speed Dating. Thanks to ReadingGroupGuides, book group leaders and power readers register to attend a 90-minute session where representatives from about 25 publishers present on their upcoming titles of potential interest. The 150+ guests sit at round tables and one or two publishers at a time give 8-minute pitches about their lists to 8 people at the table.
So what do publishers think we want to read? Mostly novels, with occasional memoirs and short story collections in the mix. These are titles with complexities to the plot and/or characters, no bodice-rippers and few whodunits. Many of the titles are available on the tables to be taken home so they are scrutinized then 
and there. And the poor soul who suggested a 1,200-page magnum opus! There was unanimous sentiment that it was a non-starter for this audience regardless of the literary merit. Of course, for every rule, there is the exception. Jonathan Safran Foer’s Here I Am will be published in September and is just short of 600 pages.
For your TBR (to-be-read) pile here are two books released earlier this month. From the author of A Man Called Ove, Fredrik Backman, is his latest Britt-Marie Was Here. Chris Cleave’s Everyone Brave is
Forgiven looks to touch the readers of All the Light We Cannot See, Anthony Doerr’s wonderful novel.
In August/early September, there will be numerous big releases. Adnan’s Story will have previously undisclosed information in a book written by the family friend key in the case that became the “Serial” podcast sensation. Ann Hood’s The Book That Matters Most is tailor-made or book groups and she will be Skype-ing with many in the coming month. The Gone Girl/The Girl on the Train variety of thriller is still going strong. You will see the promotional material for these everywhere.
Now it’s time to get back to the books and read!
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