Well done to Ryan Chapman and FSG! This is a lovely idea and exactly what publishers should be doing!
Work in Progress is, then, a long-term bet: create interesting pieces, delivered monthly, around only the best work curated by our editors. Give it a year. Connect readers with the editors and their lists which they’ve been reading for years without knowing it. Build up that trust, then tap them on the shoulder and say, Oh, by the way, here’s a novel you just might like.