Remember the Book Clubs?

Ad age has a review of book clubs and the article touches on curation and community. It is interesting that the idea of helping information consumers navigate the plethora of choices available to them - in this case books - is being discussed with increased frequency. Ad Age:

From this article:

He views PBC not as a mere book club, but as a book community. Members can discuss their views online in community discussion forums and read exclusive content from highly regarded writers and journalists. PBC also offers a unique book-reading and charity-giving combination; books are selected for their liberal bent by a renowned editorial board (members include Michael Chabon, Dave Eggars and Erica Jong) and $2 of the proceeds from each book sale go to one of the participating nonprofits.

And this:

"We don't like to think of ourselves as pushing our books on readers; we like to think that we are curating and recommending a selection of books for our readers," Ms. Siegel said.

Direct Brands spent $51.8 million on advertising in 2008, according to TNS Media Intelligence estimates, excluding internet data -- a decrease of 18% over 2007.

(My post Silos of Curation from last week).