“This is way different from the old book club,” she said in the video announcement, posted Friday on her website. "This time it's an interactive, online club for our digital world."
And this time Winfrey won’t have the clout of her 12-million strong network television audience, a popular syndicated talk show, or the momentum of a beloved book club with devoted fans.
Which makes this new enterprise an attempt to answer the – literally – million-dollar question: Does Oprah still have her book mojo?
Previously, while she still had her syndicated network TV show, Winfrey had an almost magical ability to sell books. Between 1996 and 2011, she had chosen 70 books for her wildly popular book club. The selections, kept secret until a “big reveal,” were trumpeted with fanfare on a show that averaged 5 million to 6 million viewers when it ended last year and up to 12 million at its peak. The impact? According to Fordham University marketing professor Al Greco, sales of “Oprah editions” of the 70 titles in her first book club totaled some 55 million copies, reports USA Today.