Photo / Big Bad Wolf
The Big Bad Wolf Book Sale announced during its launch earlier this year that it aims to reach one million new readers. This is an ambitious goal, considering the National Book Development Board’s (NBDB) 2023 Readership Survey. The study noted that the readership of nonschool books was 42 percent compared to 80 percent in 2017.
According to the survey, Filipinos don’t read as much because they preferred “other leisurely activities more interesting to them” and “it was difficult [for them] to find time to read.”
Big Bad Wolf’s goal is worthy, as reading has many benefits. It builds vocabulary, strengthens the brain, reduces stress and depression, and prevents cognitive decline.
Our question now is: can the Big Bad Wolf achieve its target?
For Jacqueline Ng, Big Bad Wolf’s co-founder, the answer is yes.
“Each person buys about eight books per visit. For most customers, about half are probably for themselves, and the other half are for someone else. So the eight books are for five people. So, with the past few sales, [where] we had 100,000 transactions, [that’s] equal to 500,000 customers,” she told WheninManila.com.
Ng even calls it a conservative number. She added, “It could be more because there are people who buy 20 books and others who buy hundreds. There are a lot of people who buy to give away, who say, ‘I’m giving away this whole trolley of books as gifts.'”
Reaching one million new readers
It may sound hard to believe, but Big Bad Wolf has a simple strategy to reach one million readers: offer affordable books and visit more cities.
According to Ng, “Is the price the major factor that causes people not to read? So, the simple logic is that if we could lower the price of books, would that help promote reading or encourage people to purchase books?”
Since 2018, The Big Bad Wolf has offered two million books to Filipinos at discounts of up to 95%. Books can be bought for as low as P20. There is no door charge, and the sales even ran for 24 hours before the pandemic. Even if you aren’t a reader, the idea of affordable books at a free event is too enticing to pass up.
In 2024, Big Bad Wolf visited multiple cities in Metro Manila, compared to previous years, when it had one sale in the capital before moving to other cities in the Philippines.
Carol Chuaying, Big Bad Wolf Philippines’ managing partner, told WheninManila.com, “Whenever we ask people, ‘Have you been to Big Bad Wolf?’, many answer, ‘I’ve always wanted to go, but it’s too far away.’ Because of our heart and mission, we want to be closer to the people. We want to make that difference by bringing books closer to them.”
Ng added, “To gain one million readers, we need to go to them. Our usual customers come to us, but if your mission is to reach one million new readers, you must go to them.”
Photo / Big Bad Wolf
This year alone, the Big Bad Wolf visited Parañaque, Makati, Quezon City, and Alabang. While the NBDB data on readership is alarming, seeing the sale in person is reassuring. Each sale is crowded with people browsing and shopping for books. In Quezon City, where the Big Bad Wolf held the sale at TriNoma, Ng estimates that over 5,000 people visited the event.
For its final hurrah in Metro Manila, the Big Bad Wolf announced a surprise sale at Robinsons Manila, where all books are priced at P99.
“When Big Bad Wolf started, they only had three major events for the year. The Philippines is such a huge country that if we only do three events, we limit accessibility. How will we change the world if it is just in the three locations every year?” asks Chuaying.
In addition to sales, the Big Bad Wolf donates books to every city it visits. The organizers visit schools and orphanages because they believe there is a need.
“Introducing a book when a kid is young will open their mind to imagination, aspiration, and knowledge. We want the kid to grow up confident. [Reading can be] the catalyst for making the child feel smart and confident,” Ng said.
Chuaying added, “The heart of Big Bad Wolf is about the mission of changing the world one book at a time.”
Considering its strategy of offering affordable books in more cities in the Philippines, achieving this goal would not be surprising.
What do you think? Share your thoughts below!
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