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Will a radio book club draw listeners and boost sales?

Corus Radio is launching The Charles Adler Book Club today as part of an integrated media initiative with Penguin Group. Listeners will be invited to post their own reviews and to receive special offers on featured books through a link to Penguin's e-commerce site.

The book club will feature fiction titles chosen by the host for exposure through his syndicated daily show, Adler On Line. He will review books on the air, interview authors and post reviews on Corus Radio websites, starting with humorist Will Ferguson's Spanish Fly, when the initiative launches on October 15. For the release of that novel, Penguin has also released a soundtrack that features original songs and vintage radio ads.

Penguin Group director of publicity and marketing Yvonne Hunter says the intiative is "a new direction for syndicated content and integrated media marketing."

Corus Radio Network stations set to launch the book club on Monday include: CJOB 68 (Winnipeg), CKNW (Vancouver), AM 770 CHQR (Calgary), 630 CHED (Edmonton), AM980 CFPL (London), AM900 CHML (Hamilton), AM640 TORONTO RADIO and The New 940 Montreal.

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