Blogger: Janet Kobobel Grant
Location: Books & Such main office, Santa Rosa, Calif.
So far this week we’ve looked at which publishing categories are growing in e-book sales and the pressures publishers’ are experiencing as the industry transitions into e-book sales being the lead pony in the race. Today let’s look at which categories and delivery method (e-book vs. paperback vs. hardcover vs. mass market) are increasing in sales so far in 2011. This report is from the Association of American Publishers, the industry’s national trade association.
You can study the numbers for yourself below, but here’s what I see:
- The only three areas of growth are in e-books, religious books, and downloaded audiobooks.
- The amount of money brought in by e-books and by adult hardcover are extremely close. Even though, according to Harlequin’s financial report we looked at yesterday, e-books weren’t yet outpacing physical books (the report I saw didn’t break down hardcover vs. paperback or mass market for Harlequin), this overall industry report indicates that e-books outpaced hardcovers. It’s especially astounding to see the rate at which the change took place if you compare revenue for each in 2011 and 2010. Imagine any industry sustaining such a mammoth change in the matter of one year. It’s hard to take in.
- The good news is that religious books have seen a nice increase in sales.
- And it’s surprising to see downloaded audiobooks gaining in popularity. Obviously readers are squeezing their reading in while multi-tasking–whether that’s commuting, exercising, or ????
Trade categories year-to-date: (YA = Young Adult)
| Category | 2011 YTD | 2010 YTD | Percent Change |
| Adult Paperback | $473.1 Million | $576.4M | -17.9% |
| E-Books | $389.7M | $149.8M | +160.1% |
| Adult Hardcover | $386.2M | $504.1M | -23.4% |
| Religious Books | $252.5M | $227.8M | +10.8% |
| Children’s/YA Hardcover | $198.1M | $211.4M | -6.3% |
| Adult Mass Market | $185.1M | $264.8M | -30.1% |
| Children’s/YA Paperback | $163.5M | $192.5M | -15.1% |
| Downloaded Audiobooks | $36.5M | $31.2M | +17.0% |
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What’s your response to this report? What insights have the last few days offered you? Have these stats changed the direction of your writing or marketing? |
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The exponential growth in ebooks would seem to make it clear that this is the force with which we must deal.
In the future, I see ebooks as more than just digital text. I see them developing into a multi-media format in their own right. Already my Kindle will read books to me. Already we can leave reviews or make notes on passages and read the impressions of others. I believe the option for background music is a short step away. Within a couple of years I see the potential for much more intimate literary communities where, for example, ebooks can link readers directly to YouTube or Vimeo interviews with the author. Think of the potential for outreach through Christian book clubs–unlimited by time or place–led directly by the author with online chats among readers using the ebook as the interface!
Based on today’s blog, which shows Christian books and e-books as leading growth areas, and on Monday’s blog which says fiction is the best selling category for e-books, I’d say I need to get a Christian novel published as an e-book pretty quickly!
Janet,
Are regular audiobooks (cds) included with the downloaded audiobooks or is that a totally different category? I have listened to a lot of audiobooks via cds going back and forth to work.
David, clever you. Or you could publish a novel that releases in both a physical edition *and* an e-book. Because I doubt this trend is going to change, I’m not sure the “quickly” part is applicable.
Lori, regular audiobooks is a different category from downloadable, and unfortunately, that CD audios aren’t faring as well.
Curious exactly what is included in “religious books.” Fiction AND non-fiction? Would, for example, “The Shack” be in there? Just wondering.
Joanne, yes, fiction and nonfiction are included in religious books. The Shack would be in that grouping.
I’d be curious to see a detailed breakdown of the religious books category. Of particular interest to me would be whether the decline in YA purchases crosses over into Christian YA, as well, and if there’s a marked difference in fiction vs. non-fiction sales within that category. I can’t decide if I should be encouraged or discouraged by the stats. I guess I’ll just put my head down and keep writing either way. 😉
Interesting information. Thanks
Lindsay, unfortunately that information isn’t available to us. Christian YA isn’t suffering the declines that general market YA is because Christian YA hasn’t had a significant series such as Harry Potter to create a roller coaster affect with the stats. Fiction generally does much better in YA than nonfiction, but we don’t have the numbers to assure us that remains the case.
Janet, Our population is aging, as are our eyes. I prefer audiobooks because, as mentioned, I can do other things while listening but with trifocals it is much easier to listen. As a writer, I have to keep up with releases in historical Christian fiction and I sure wish more were coming out on audio! Thanks for the article!
Janet, these stats haven’t changed my writing direction; they’ve just added fuel to the fire!
As for the downloadable audio books, I believe the appeal is three-fold: 1)Ease of acquisition; 2)MP3 players are much easier to carry around than a CD player; 3)The multitasking. The better the story, the tidier my house.