readReading is generally a quiet activity, but today Bookshout! is proclaiming that it has raised $6 million.

Bookshout offers multiple tools to support reader engagement.

On the consumer side, Bookshout has a social reading app where people can find books and connect with their friends and authors. However, the company has shifted to a stronger focus on publishers and authors.

On Bookshout’s platform suite, publishers and authors can promote their content and deepen engagement with audiences. Authors create branded pages that highlight their work and form communities around the pages, known as “circles.” Whenever someone buys a book through Bookshout, it adds them to the author’s circle. Authors can communicate directly with their fans regarding announcements, upcoming events, or new releases and distribute branded promotional codes and gift cards for their books.

Bookshout recently added a channel for publishers to conduct digital bulk, custom, and corporate sales and gather analytics. The Dallas-based company said it works with more than 250 publishers and is currently generating revenue. This round, which was led by Texas venture capital firm Ambassador Enterprises, will build out the bulk sales and analytics for e-books tools.

This is Bookshout’s second round of funding, and significant for the North Texas investment community which the Dallas Morning News called “lackluster.” The company previously raised $2 million from Ambassador in 2011. It is based at the Plano incubator Gravity Centre and has 12 employees.

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