Business Daily CEO of the Folio Society, Joanna Reynolds
Jan 16, 2026
Joanna Reynolds is the Managing Director and turnaround specialist who rejuvenated the Folio Society, transforming it from a struggling subscription model to a thriving employee-owned publisher. She discusses the challenges of the digital era, the importance of crafting beautiful books, and the pivotal shift from a failing book club to successful sales. With insights on attracting younger readers and fostering employee pride through shared ownership, Joanna highlights the resilience of high-quality hardbacks and how her own dyslexia shaped her leadership.
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Last 200k And A 20% Catalogue Response
- Joanna found Folio down to the last £200k and saw metrics in freefall.
- A 20% response to a paper Christmas catalogue convinced her there was a highly committed customer base to build on.
Switch To Omni-Channel Customer Outreach
- Do replace dying legacy channels with digital and omni-channel outreach to find new customers.
- Joanna shifted Folio from paper-only club sales to a website and social channels to expand audience.
Make Every Product Fight For Itself
- Do abandon guaranteed subscription shipments if they shield you from making each product earn its place.
- Joanna removed the book-club model so every title must perform on its own merit.
