The problems of building interest in a new book led Scherman to create, along with Sackheim and Robert Haas, the Book-of-the-Month Club in 1926. As Scherman explained it, the club itself would be a "standard brand". "It establishes itself as a sound selector of good books and sells by means of its own prestige. Thus, the prestige of each new title need not be built up before becoming acceptable," he explained later.  After starting with 4,000 subscribers, the club had more than 550,000 within twenty years. The size of the club did, in fact, create the Book of the Month Club as a brand. Being a "Book of the Month Club" selection was used to promote books to the general public.
The Brooklyn Book Festival is one of America’s premier book festivals and the largest free literary event in New York City. Presenting an array of national and international literary stars and emerging authors, it includes a week of Bookend Events throughout New York City, a lively Children’s Day and a celebratory Festival Day with more than 300 authors and 200 booksellers in a vibrant Literary Marketplace. This hip, smart, diverse gathering attracts thousands of book lovers of all ages. Our 2017 festival welcomed authors including Karl Ove Knausgård, Joyce Carol Oates, Colson Whitehead, Jacqueline Woodson, Jonathan Lethem, Claire Messud, Chris Hayes, Carolyn Forché, Sarah Dessen, Alexandra Bracken, Thi Bui, Lynn Nottage, Hisham Matar, Maira Kalman and hundreds more. Check back in Summer and Fall 2018 as next year’s #BKBF announcements begin.