Taking a Book Break with Mitch Albom

With YouTube, MySpace, and even Gather, people are increasingly using the Internet to entertain themselves. Even television news has suffered in the shadow of giants like CNN.com. But in the midst of such change, one thing has remained constant, and that is reading. Whether it is print or online, people still turn to the written word as a trusted resource. And this, my friends, is where the book stands paramount.

Starbucks has introduced a fresh concept in the world of literary promotions. Their "Book Break" series takes two of America's favorite things, coffee and books, and combines them in a unique way. They chose over twenty-five of their locations in major cities across the United States where people around the country can simultaneously participate in a reading and discussion group about one book. For its first foray, Starbucks is splashing into the bibliophile world in a big way, with Mitch Albom's latest book, for one more day. Mitch is Starbuck's honorary guinea pig of sorts in the bookselling world. And he couldn't be happier. Mitch even makes reference to being ecstatic at being Starbucks' first author sold, but even more excited at the prospect of not being the last.

You're probably familiar with Mitch, bestselling writer of memorable pieces such as Tuesdays with Morrie and The Five People You Meet in Heaven. You've either read one of his books, given it as a gift, or know someone who has. He has touched the hearts of many but is still a bonafide force in the literary world.

I attended the Starbucks "Book Break" last night in Boston. Joining Mitch Albom fans, I wanted to see exactly what a "Book Break" was and if the concept could work. Being a Gather employee, I have watched the Starbucks group grow every day. People have expressed being moved by Mitch's work and one user commented "Mitch, you have touched my heart and now my soul." People respond to Mitch, it's a fact. But that's online. Could this fanaticism translate well into the "real world"? And, the answer is yes.

There was an intimate, but passionate, group of people gathered in the Boylston Street Starbucks, sitting in big, comfy chairs. People seemed to gravitate toward an ominous conference phone which awaited the phone call from Mitch himself. It was as if Charlie was calling and we were his Angels. The event was moderated by the Starbucks manager who seemed just as eager to discuss for one more day as the people who attended. The crowd was varied, with students, housewives, and business people alike conversing about what they learned, liked, and loved about Mitch's book.

A video from Mitch kicked off the event. He discussed some points from the book, thanked his fans for being so loyal, and praised Starbucks for supporting him and books in general. After that, the group moderator threw out some suggested questions about the book to get conversation rolling. While the discussion was a bit stalled at first, once people got a feel for each other they began to really open up about their feelings towards the book. Conversation began to take a form of its own and the Starbucks' suggestion questions were soon thrown out the window.

A unique aspect of the "Book Break" event is that Mitch himself called in to each of the 25-plus Starbucks locations to field some questions from actual fans. In this nationwide press conference of sorts, Mitch was able to get an inside peek on the perspective of fans, a luxury which most authors are not provided. And, on the flip side, the fans are granted access to the mind behind one of their favorite books. It's a win-win situation for both sides. When Mitch called in, the room was thick with excitement. There was enough time for three or four questions, and Mitch certainly had answers for each. In fact, the questions were so good that Mitch himself was thrown off-guard a couple times. He seemed very enthusiastic about answering the questions and had a genuine response for each person. His answers were never short or what one might call "blanket" answers. It was impressive to see the care Mitch has for his fans.

After a bit more discussion of the book, it was time to end the evening. Starbucks generously gave each attendee a "swag bag" full of gourmet goodies. Let's just say I have a shiny new Starbucks travel mug and some fresh coffee to put inside. Overall, this event proved to be a success. While there weren't crowds of people trying to knock each other over to get inside, the crowd that did assemble was bright, witty, and truly passionate about reading and about Mitch's book. I don't think Mitch could have asked for a better group of people to discuss his book nor could he ask for a better location. I think it's safe to say the book is back. I can't wait to see who Starbucks has next!