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1) Do you think mystery book readers regard an author as a “brand?”

2) What does the name “James Patterson” on a novel mean to readers? How might this meaning

vary across readers who focus on mysteries compared with those who have more general reading

interests? What has James Patterson done to promote himself as a “brand” and to manage the

meaning of his name?

3) Do you think it is beneficial for Patterson to diversify from writing only contemporary murder

mysteries to writing a broader set of books, as he has been doing, or should he concentrate on

murder mysteries?

4) How do Little, Brown’s profit margins for Patterson books sold through book clubs compare with

those for books sold through bookstores? Given that Patterson earns royalties from book club

sales only indirectly, by securing a higher advance from Little, Brown, how might Patterson

determine his profit margins for book club versus bookstore sales?

5) What issues other than profit margins affect the amount of effort that Patterson and Little, Brown

should devote to book club sales? Do you think that they should try to increase the proportion of

Patterson sales made through book clubs? Should they devote more attention to sales through

mass merchandisers and less to book stores? How might this decision affect the Patterson brand

name?

6) Compare the information that book clubs can obtain on each customer to the information

available to conventional bookstores...

1) Do you think mystery book readers regard an author as a “brand?”

2) What does the name “James Patterson” on a novel mean to readers? How might this meaning

vary across readers who focus on mysteries compared with those who have more general reading

interests? What has James Patterson done to promote himself as a “brand” and to manage the

meaning of his name?

3) Do you think it is beneficial for Patterson to diversify from writing only contemporary murder

mysteries to writing a broader set of books, as he has been doing, or should he concentrate on

murder mysteries?

4) How do Little, Brown’s profit margins for Patterson books sold through book clubs compare with

those for books sold through bookstores? Given that Patterson earns royalties from book club

sales only indirectly, by securing a higher advance from Little, Brown, how might Patterson

determine his profit margins for book club versus bookstore sales?

5) What issues other than profit margins affect the amount of effort that Patterson and Little, Brown

should devote to book club sales? Do you think that they should try to increase the proportion of

Patterson sales made through book clubs? Should they devote more attention to sales through

mass merchandisers and less to book stores? How might this decision affect the Patterson brand

name?

6) Compare the information that book clubs can obtain on each customer to the information

available to conventional bookstores...

General points of the essay

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