Newburyport, MA (March 10, 2025)—NetGalley, LLC—the recognized industry-standard for digital galley distribution and book marketing, and part of the Firebrand Group collection of companies owned by Media Do International (MD-i)—announced today a set of strategic initiatives intended to position the company for continued growth in the digital book market. The initiatives include a staff reorganization and the forthcoming launch of Booktrovert, a much anticipated standalone consumer marketing platform where readers can celebrate their love of books by participating in digital giveaways, special promotions, and fun bookish activities.
The staff reorganization, led by NetGalley Chief Executive Officer Angela Bole and newly appointed NetGalley President Lindsey Lochner, focused on the strategic alignment of job titles and responsibilities to produce a clearer understanding of the NetGalley team structure—internally and externally—ahead of the Booktrovert launch. The reorganization did not include layoffs or reductions in staff. All changes are effective as of March 1, 2025.
A highlight of the reorganization beyond Lochner’s promotion to the position of president includes the establishment of four distinct departments led by a set of vice presidents reporting directly to Lochner:
- Business Growth & Engagement, US & International, led by Senior Vice President Kristina Radke, previously vice president of business growth & engagement; Radke also assumes new responsibility for NetGalley’s promotional team under the reorganization
- Community Growth & Engagement, led by Vice President Tarah Theoret, previously senior director of community experience
- Product Management, led by Vice President Mary Pratt, previously director of product management
- Engineering, led by Vice President Darren Shifflett, previously engineering manager
In addition, Darcy Piedmonte, NetGalley’s senior sales manager since 2022, has been named director, customer acquisition & success, reporting to Radke. Bole remains NetGalley’s chief executive officer; Tom Shawver remains NetGalley’s chief technology officer.
“We expect the staff reorganization to enhance clarity and focus ahead of our eagerly anticipated Booktrovert launch,” said Bole. “The team has been working tirelessly to build something special with Booktrovert and we’re excited to strengthen our internal structure as we take final steps to launch the new product.”
Booktrovert will launch in the U.S. as a standalone consumer website in Q2 2025, but publishers, authors, and PR firms can start setting up book giveaways and other marketing campaigns in early April using a simple self-service interface built within the NetGalley.com platform. Campaigns can be created for one or more books, and each book can be designated a giveaway or available to pre-order or buy now. Furthering its flexibility, Booktrovert campaigns can be public or, if a publisher wants to limit access to exclusive audiences, private—expanding the Booktrovert use case to support event giveaways, book clubs, “street/launch team” copies, pre-order incentives, and more.
“Publishers have long asked how they can best utilize NetGalley’s tools for their consumer marketing efforts, and it’s no secret publishers, authors, and readers alike are seeking more options for secure ebook giveaways,” said Lochner. “We’re excited to answer the call with Booktrovert, opening up a significantly wider audience and connecting even more readers to more books.”
Any NetGalley client—whether a subscription or pay-per-title client—can purchase Booktrovert campaigns, as well as optional add-ons for advertising and detailed analytics for giveaways. More information about Booktrovert will be announced in the coming months. Those with specific questions and those interested in more information sooner, can contact concierge@netgalley.com.
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About NetGalley, LLC
NetGalley helps publishers and authors promote digital review copies and audiobooks to book advocates and industry professionals. Hundreds of thousands of members rely on NetGalley’s secure, sustainable, and easy-to-use platform to discover books, share reviews, and champion literacy. The NetGalley team coordinates closely with publishers on targeted promotions, and provides training, strategy, and consultation for incorporating NetGalley into overall marketing and publicity efforts. NetGalley is a strategic part of the Firebrand Group collection of companies owned by Media Do International (MD-i) which together provide leading software and services to help publishers succeed. To learn more, visit netgalley.com/tour.
About Media Do International (MD-i)
Media Do International (MD-i) owns the Firebrand Group, a collection of companies including Firebrand Technologies, NetGalley, LLC, and Supadu Ltd. that provide leading software and services to help publishers succeed. MD-i is itself the US-based subsidiary of Japan’s Media Do Co. Ltd, one of the largest ebook distribution companies in the world retaining the largest share of Japan’s ebook market. Media Do Co. Ltd.’s mission is to make more content available for more people. To learn more, visit mediado.jp/english.
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