The ‘Book of the Month Club’ was first launched, on March 10th, 1926. Its inaugural selection, ‘Lolly Willowes’ by feminist Bloomsbury author Sylvia Townsend Warner, underscores the transformative power that such clubs would go on to have (via celebrity endorsements such as Oprah and Richard & Judy): Warner leveraged her selection as a springboard for wider literary recognition in the United States.The visionary behind the Book of the Month Club, Harry Sherman, recognised the untapped potential of marketing literature to broader audiences. Leveraging his marketing acumen and passion for reading, Sherman had pioneered innovative strategies to democratise access to books, first partnering with Whitman Candy to distribute the ‘Little Leather Library’; miniature classics posted to readers alongside a box of chocolates, which became a popular gift to give soldiers during World War I.In this episode, The Retrospectors explain the importance of the Book Club’s discerning editorial panel; reveal the literary sensations first given the limelight via Sherman’s company; and consider how shifting market dynamics and the advent of digital platforms diminished the club's relevance - but then bought it back again… Further Reading:• ‘A New Reading Experience: Book of the Month Club’ (Pennsylvania Center for the Book, 2010):https://pabook.libraries.psu.edu/literary-cultural-heritage-map-pa/feature-articles/new-reading-experience-book-month-club• ‘Sylvia Townsend Warner's Lolly Willowes is 'a great shout of life'’ (The Guardian, 2016): https://www.theguardian.com/books/booksblog/2016/dec/28/sylvia-townsend-warners-lolly-willowes-is-a-great-shout-of-life• ‘Comparing the Most Popular Book Box Subscriptions📦’ (Kailia Barbour, 2023): https://www.youtube.com/watch?v=UFyOFVzaJogTen minute daily episodes bringing you curious moments from this day in history, with Olly Mann, Rebecca Messina and Arion McNicoll: The Retrospectors. New episodes Mon-Wed; reruns Thurs-Fri.The Retrospectors are Olly Mann, Rebecca Messina & Arion McNicoll, with Matt Hill. Edit producer: Ollie PeartTheme Music: Pass The Peas. Announcer: Bob Ravelli. Graphic Design: Terry Saunders.Copyright: Rethink Audio / Olly Mann 2025. This episode originally aired in 2024 Learn more about your ad choices. Visit podcastchoices.com/adchoices