They have been in business for 65 years and have almost 2,000 titles under their belt. They produce some of the most beautiful and well-made books on the planet. They work with the leading illustrators in the world. Yet the Folio Society remains far from a household name. Why? Their business model stinks. They operated exclusively as a membership book club and didn't spend any energy actively promoting their titles until two years ago! Focusing on high-quality production values centered on packaging, typography, and illustration should not automatically negate attention to distribution, marketing and building brand awareness. It is the age...
