While the Pulitzer, Nobel, and Booker are crossover prizes, if you will, i.e. people outside the literary world are likely to have heard of them, the National Book Foundation feels their award needs more visibility. To that end, the foundation’s board chairman David Steinberger welcomed three new members to the board — Anthony W. Marx, the president and chief executive of the New York Public Library; Deborah Needleman, the editor of T: The New York Times Style Magazine; and Annette Gordon-Reed, the historian and Harvard professor.
Steinberger explained the addition in a statement reported by the New York Times: “Our goal is to increase the impact that the best American writing has on our culture. With that objective in mind, we are gratified to be welcoming three new board members of such extraordinary stature.”
The Women’s Prize for Fiction, formerly the Orange Prize, is making a similar push for broader visibility. When seeking a new title sponsor for the Prize, the chair of the award Kate Mosse chose to go with Irish Cream liquor brand Baileys. Mosse explained, “we were interested in a brand fit from outside, that brings more interest and money into the industry.”