In late 1996, Winfrey introduced a new segment on her television show: Oprah's Book Club. The segment focused on new books and classics, and often brought obscure novels to popular attention. The book club became such a powerful force that whenever Winfrey introduced a new book as her book-club selection, it instantly became a best-seller (known as the Oprah Effect); for example, when she selected the classic John Steinbeck novel East of Eden, it soared to the top of the book charts.