âTodayâ Is Starting Oprah-like Book Club
âTodayâ will introduce a new monthly book club on Tuesday, a happy development for a publishing industry frustrated by years of shrinking television time devoted to authors.

Samantha Shannon
The NBC morning program is expected to announce its first club pick, âThe Bone Season,â a dystopian debut novel by Samantha Shannon, on Tuesday with an author interview.
Publishers who had been briefed on the showâs plans said they were giddy at the prospect of a potential successor to Oprahâs Book Club, which began in 1996 on âThe Oprah Winfrey Showâ and, in its prime, consistently lifted books to instant best-seller status.
The âTodayâ selections, chosen every four to five weeks, will be emblazoned with stickers on their covers indicating their inclusion in the club.
âThe show has been a home for authors over the years, but many of the books featured on air are typically books that relate to the news in some fashion,â said David Drake, deputy publisher of the Crown Publishing Group. âA book club is going to give an opportunity for books that donât normally get exposure.â
Sara Mercurio, a spokeswoman for Bloomsbury, the publisher of âThe Bone Season,â said that retailersâ orders of the book roughly doubled when they were told that it would be the first selection of the âTodayâ book club. The book goes on sale on Tuesday.
âOne canât overstate the importance of a nationally televised book club,â especially one with the audience of âToday,â Ms. Mercurio said. âI think it will have a huge impact on this book and on the publishing industry.â
âTodayâ has settled into the No. 2 spot among the network morning programs, just behind âGood Morning Americaâ on ABC. In July, âTodayâ had an average 4.4 million daily viewers, âGood Morning Americaâ 5 million.
The book club is the latest example of efforts by âTodayâ to position itself as a more substantive morning program than the frothier âGood Morning America.â A previous version of a book club on âTodayâ faded about a decade ago, a spokeswoman said.
The books, chosen by a team of producers and the showâs co-hosts, will include both fiction and nonfiction, newly released titles and classics, said Jaclyn Levin, the senior producer responsible for books and authors on âToday.â Discussion groups and excerpts will be featured online.
The idea to feature âThe Bone Season,â a futuristic novel about a 19-year-old clairvoyant, came during conversations between Ms. Levin and Natalie Morales, the news anchor of âToday.â
Ms. Levin, who wields considerable influence in the publishing industry as the gatekeeper to books coverage on âToday,â âDatelineâ and âNightly News With Brian Williams,â said she campaigned for years for the show to resurrect a book club.
âThe âTodayâ show is so recognizable to so many people, and I just think itâs a great opportunity to use that leverage,â she said. âThere are so many untold stories that want to be told.â
Publishers have lamented for years that bookings for authors have been more difficult to come by. While some shows, like âThe Daily Showâ and âCBS Sunday Morning,â can be counted on to promote books, others that did so have disappeared entirely or lost interest in books coverage.
Ms. Morales said that while the show has made a âconcerted effortâ to devote airtime to authors, it is often difficult to translate a book into good television.
âI think there is some truth to that, that in general itâs been more difficult for the publishing world to get authors on television,â she said, adding that she hoped the new club would have a sizable impact on sales. âThe minute a book had that recommendation from Oprah, it would become a best seller. I could certainly hope that would be the same for the âTodayâ show book club.â
Yet a âTodayâ book club would lack the passionate endorsement of a single person as beloved as Ms. Winfrey, one of the factors that publishers have cited as a key component to the success of Oprahâs Book Club. (Ms. Winfrey revived her own club in June 2012 as Oprahâs Book Club 2.0, more than a year after the demise of her weekday talk show.)
âThere just arenât television outlets that you can tune into on a regular basis and see authors,â said Paul Bogaards, a spokesman for Knopf Doubleday. âAny media outlet that is willing to invest resources in creating a community of authors and their books is a win for our industry.â

Brian Stelter contributed reporting.
A version of this article appears in print on August 20, 2013, on page C1 of the New York edition with the headline: âTodayâ Is Starting Oprah-like Book Club.