The subscription business model has existed for decades as a type of model in which a customer must pay a recurring price at regular intervals for access to a product or service. The predictable recurring revenues and customer stickiness had helped make Columbia House and BMG some of the most successful music retailers in the world. Magazines and newspapers are also classic examples of subscription-based business.
In the Internet era, many of these legacy subscription-based businesses failed to adapt and evolve to respond effectively to changing consumer tastes and Columbia House and BMG have long since faded from the public view as music can now be accessed from our phones, computers and tablet devices. Similarly, newspapers and magazines have seen subscriber growth flatline as people consume news via social media and online, only rarely feeling a need for a physical newspaper or magazine. In the book publishing industry, similar trends brought companies like Book of the Month Club to the brink of irrelevancy, which is why the company’s stunning turnaround, under the guidance of CEO John Lippman and Blake Orlandi, the Chief Operating Officer for Book of the Month Club, is especially noteworthy.
Book of the Month Club is a subscription-based e-commerce company that is now one of the great success stories in the publishing industry.
Book of the Month Club’s Success with Blake Orlandi and John Lippman
The Book of the Month Club has a long history of delivering the best books monthly to readers all over the world. In fact, the Book of the Month Club was founded 93 years ago. After starting with 4,000 subscribers, the Book of the Month Club had attracted more than 550,000 within twenty years. In 2015 the company relaunched into its current iteration. It has even become bigger since the relaunch despite competition from e-books, audiobooks and the Internet. In September 2015, Blake Orlandi joined the company as COO and the hard work of the executive team and a streamlined and passionate core of employees helped create a remarkable turnaround in the company’s fortunes.
Blake Orlandi’s Experience and Contribution to Book of the Month Club’s Success
Blake Orlandi is quick to point to the many people that helped contribute to the company’s recent success, but the strategic and tactical changes to the company’s business operations have made a huge difference. Orlandi’s knowledge and expertise in business marketing have prepared him well for leadership. He previously was a Consultant (Strategy & Operations) at Deloitte Consulting, Director (Acquisitions & Business Development) in Evergreen Copyrights, and his Harvard MBA have all prepared him well for the many challenges and opportunities in the subscription-based e-commerce space.