Contrary to the current economic downturn, renting books from BookSwim.com has not only been unimpeded, but has actually increased during these recently troubled times. Current subscriber growth has increased by 23% when compared to this same time last year. And contrary to the downward trend other subscription-based services have seen, BookSwim has also seen steadily rising subscriber rates following October’s Wall St. burst.

What could be causing this occurrence, in such stark contrast to the woeful reports of suffering brands pouring in each day? Although BookSwim.com’s service is often compared with other rent-by-mail subscription services, including industry giants, Netflix and Gamefly, movie and video game rentals are seen by many as luxury or leisure services. However, a recent article circulated by Reuters suggests, “Books seem to be resistant to economic cycles — an expression of the fact that they are not luxuries but indispensable to life.” (http://www.reuters.com/article/artsNews/idUSTRE49E78T20081015)

Many long-standing BookSwim members credit their easy and affordable access to such a myriad of books as a key element in keeping up with the latest information in business and technology, and even being prepared for job interviews. New members, as well, are excited at the ability to save time and money by selecting reading material online, rather than being bound to the confines of store-hours, especially during these exceptionally busy times.

Another reason book rental may survive and even thrive this economic deterioration is due to the educational nature of books. In a recent article, BizJournals.com points out the widely understood trend: “In a slow economy, workers may head back to school to develop a new skill set, upgrade existing skills or attend graduate school to become more of an asset in the workplace.” Unarguably, the more we read (as a culture and as individuals), the better informed and educated we become.

Many BookSwim users see their subscriptions as a way to obtain the reading materials needed to advance their careers and to help overcome potential financial hardships in the coming months and years, while also benefiting from the cost-saving of book rental.

“The average NY Times Bestseller list price is $22, but our very popular 3-At-A-Time plan allows subscribers to rent at least three books for $9.95 in their first month, alone. You can’t beat renting a book for about three bucks.” says BookSwim Co-Founder and Chairman, George Burke.