This is a guest post by Toby Hartwell, the former Managing Director of The Folio Society. I love his description of the success of The Folio Society.
It may not come as a surprise to those of you who are aware of The Folio Society that this bastion of traditional hard back publishing is also home to some very interesting fans. They are core to the continued survival of Folio and rejoice in the relationship that they have with the publisher. Folio is probably alone as a book publisher in having such a strong direct relationship with its customers at the heart of its business model. Over the years it has engendered the perfect breeding ground for passionate and enthusiastic followers of its brand. For those unfamiliar with The Folio Society, the company has, for the last 67 years been publishing beautiful illustrated editions of some of the world’s greatest books. In a sector where roughly 95% of book sales are at prices below £20, some 95% of Folio books are priced at above £20 and many of them are hefty three figure prices. Arguably, if you look at the publishing sector as a whole all Folio buyers are already book super fans in some way.