Market Research Logo

Business of Consumer Book Publishing 2010


Attention: There is an updated edition available for this report.

Business of Consumer Book Publishing 2010 is the latest edition of Simba’s flagship market intelligence report for the U.S. trade book publishing industry. This all-new edition contains the valuable consumer book information leading publishers, printers and retailers have come to rely on year after year.

As with past editions, Simba presents:

  • A multi-year analysis of three major bestseller lists.
  • Profiles of 20 leading publishers.
  • Simba's signature strategic examination of 18 major subject categories (with a 5-year statistical analysis showing the growth of each).
  • Projections and insights on what categories will both drive and hamper market expansion.
  • Fresh analysis and perspective about critical trends facing trade book publishers today, including the growing influence of the Internet on all parts of the publishing process, the challenge to encourage reading in a society increasingly pressed for time, and the price wars fueling competition between book superstores and big box stores.

Once again, the report features coveted demographic information, compiled from Experian Simmons’ trusted National Consumer survey which determines exactly who’s buying the books and where they are buying them.

Our category analysis chapter provides title output, sales, case studies, and analysis of leading publishers and bestselling titles for the following subjects:

  • Art
  • Biography
  • Business
  • Classic literary fiction
  • Computers/technology books
  • Cookbooks
  • Graphic novels
  • Health & fitness
  • How-to
  • Mystery
  • Political commentaries/current events
  • Reference
  • Religious/inspirational
  • Romance
  • Science fiction/fantasy
  • Self-help
  • Sports
  • Travel

We include detailed strategic and financial profiles of companies such as Andrews McMeel Publishing, Dark Horse Comics, Encylopaedia Britannica, Hachette Book Group, Harlequin Enterprises, HarperCollins, Harry N. Abrams, Health Communications Inc., Houghton Mifflin Harcourt Trade & Reference Publishers, Hyperion Books, Kensington Publishing Corp., Macmillan, Meredith Corp., Penguin Group, Random House Inc., Rodale Inc., Scholastic, Simon & Schuster Inc., Thomas Nelson, John Wiley & Sons Inc., Amazon.com, Barnes & Noble Inc., Books-A-Million and Borders Group Inc.

Simba takes a measured approach to developing its market size and forecast figures, and presents its findings in a no-nonsense fashion. Our clients can count on the objectivity and accuracy of our numbers and analysis—whether they’re preparing a strategic presentation, benchmarking their company’s performance against that of their competitors, or seeking out an acquisition, a new partnership or an alliance.

This ‘state of the industry’ report is a must-have for any executive who wants to stay on top of a rapidly changing market-and see what’s expected down the road.


STAMFORD, CT, July 19, 2010-Simba Information, publisher of the groundbreaking Trade E-Book Publishing and Trends in Trade Book Retailing report series, has released its annual Business of Consumer Book Publishing report which contains the recommendation that trade publishers should promote the activity of reading instead of just the product of a book.

“We haven’t seen the most encouraging data about book consumption habits,” said Michael Norris, senior analyst for Simba Information. “Publishers and other members of the consumer book value chain tend to be avid readers who know a lot of other avid readers, but they often forget that over 90 million adults in the U.S. didn’t buy a single book last year, and many of those who did only bought one or two titles.”

Potential employees should have an answer ready at interviews when asked ‘Why read?” and new workers at publishing houses and bookstores should be required to give a talk on the value of reading at public schools or other forums as a condition of employment, Norris suggests. Publishers should also value retail channels, such as chain and independent bookstores, above others since they are highly motivated to promote future reading.

The report also cautions publishers not to expect their content to be valued just because it has been made easier to consume, and the report points to the surprisingly slow growth of e-book consumers in the U.S. According to the report, print book buyers outnumber e-book buyers about six to one.

The report, which contains over 100 charts and graphs, features a new analysis of list price trends, as well as a comprehensive review of the format trends of bestselling titles for over a dozen key consumer categories (including Biographies, Cookbooks, Political Science, Business, Mystery, Self-Help and Graphic Novels) over a five-year period.  The report also projects where these and other categories will head in the future—and which ones are the most vulnerable to competition from online sources. 

Business of Consumer Book Publishing features data on consumer demographics drawn from data Simba complied from Simmons Market Research Bureau’s national consumer survey, arguably the best and most comprehensive resource available for demographic analysis. As with previous editions, the report offers data analysis from a number of highly respected sources, such as the Association of American Publishers (AAP), Simba’s own Book Publishing Report newsletter, proprietary e-book and print book research, Simmons Market Research Bureau and Stuart Johnson & Associates.

About Simba Information

Simba Information is widely recognized as the leading authority for market intelligence in the media and publishing industries. Simba's extensive information network delivers top quality, independent perspective on the people, events and alliances shaping the media and information industry. Simba provides consulting and reports that offer key decision-makers at more than 15,000 client companies around the globe with timely analysis, exclusive statistics and proprietary industry forecasts.

  • Methodology
  • Executive Summary
  • Overview of the U.S. Consumer Book Market
    • Table Growth of the Consumer Book Publishing Industry, 2007-2010P
    • Table Domestic Net Sales of Consumer Books by Book Type, 2008-2009
    • Table E-Book Overview: Percentage of U.S. Adults Who Have Read/Purchased an E-Book in the Last 12 Months
    • Table Consumer Book Publishers, U.S.-Only Revenue Growth, 2008E-2010P ($ in millions)
  • Current Trends in Consumer Book Publishing
    • Table Overview of Book Purchasing Population (U.S. Adults) Consumers Who Did Buy a Book In Previous 12 Mos.
    • Table Fiction List Price Overview (Q1-2006 to Q1-2010)
    • Table Nonfiction List Price Overview (Q1-2006 to Q1-2010)
    • Table Publishers' Profitability, 2008 vs. 2007 ($ in millions)
    • Table Number of New Titles on Lists, January-December 2008
    • Table Total New Titles by Class, January-December 2008
    • Table Top 50 New Titles, January-December 2009
    • Table Best Performing Books, 2004-2008
    • Table Total Number of Titles on Lists, January-December 2009
    • Table Top 50 Titles, January-December 2009
    • Table Best Performing Authors, 2005-2009
    • Table Top 50 Authors, January-December 2009
    • Table Best Performing Imprints, 2005-2009
    • Table Top 50 Imprints, January-December 2009
    • Table Best Performing Categories, 2005-2009
    • Table Top 50 Categories, January-December 2009
    • Table Average Weeks on Lists, 2005-2009
    • Table Average Titles per Author on Lists, 2005-2009
    • Table Average Titles per Imprint, 2005-2009
    • Table Top 50 Titles, New York Times, January-December 2009
    • Table New to Database, December 2008-December 2009
  • Trade Book Publishing: Category Analysis
    • Table Bookstore Responses: Events Forecast For 2010
    • Table How Bookstores Plan To Stock Different Categories in 2009
    • Table Category Performance for First Four Months 2010
    • Table Estimated Revenue of Market Categories, 2009 ($ in millions)
    • Table Estimated Size of Market Categories, 2010
    • Table Title Output by Category, 2008-2009 (Number of new titles)
    • Table Estimated Size of the Art Book Market by Revenue, 2006-2010P ($ in millions)
    • Table New Art Titles vs. All New Titles Released, 2005-2009
    • Table Five-Year Trend: Art by Consolidated Rating, 2005-2009
    • Table Format and Segment Trends: Art, 2005-2009
    • Table Art Book Imprints, January-December 2009
    • Table Bestselling Art Books, 2009
    • Table Estimated Size of the Biography Market by Revenue, 2006-2010P ($ in millions)
    • Table New Biography Titles vs. All New Titles Released, 2005-2009
    • Table Five-Year Trend: Biography and Autobiography by Consolidated Rating, 2005-2009
    • Table Format and Segment Trends: Biographies, 2005-2009
    • Table Top 20 Biography Book Imprints, January-December 2009
    • Table Bestselling Biography Books, 2009
    • Table Estimated Size of the Business Book Market by Revenue, 2006-2010P ($ in millions)
    • Table New Business Titles vs. All New Titles Released, 2005-2009
    • Table Five-Year Trend: Business & Economics by Consolidated Rating, 2005-2009
    • Table Format and Segment Trends: Business, 2005-2009
    • Table Top 20 Business Book Imprints, January-December 2009
    • Table Bestselling Business Books, 2009
    • Table Estimated Size of the Classic Literary Fiction Book Market by Revenue, 2006- 2010P ($ in millions)
    • Table New Classic Literary Fiction Titles vs. All New Titles Released, 2005-2009
    • Table Five-Year Trend: Classic Literary Fiction by Consolidated Rating, 2005-2009
    • Table Format and Segment Trends: Classic Literary Fiction, 2005-2009
    • Table Classic Literary Fiction Book Imprints, January-December 2009
    • Table Top 20 Bestselling Classic Literary Fiction Books, 2009
    • Table Estimated Size of the Computer Book Market by Revenue, 2006-2010P ($ in millions)
    • Table New Computer Titles vs. All New Titles Released, 2005-2009
    • Table Estimated Size of the Cookbook Market by Revenue, 2006-2010P ($ in millions)
    • Table New Cookbook Titles vs. All New Titles Released, 2005-2009
    • Table Five-Year Trend: Cookbooks by Consolidated Rating, 2005-2009
    • Table Format and Segment Trends: Cookbooks, 2005-2009
    • Table Top 20 Cookbook Imprints, January-December 2009
    • Table Bestselling Cookbooks, 2009
    • Table Estimated Size of the Graphic Novel Market by Revenue, 2006-2010P ($ in millions)
    • Table New Graphic Novel Titles vs. All New Titles, 2005-2009
    • Table Five-Year Trend: Graphic Novels by Consolidated Rating, 2005-2009
    • Table Format and Segment Trends: Graphic Novels, 2005-2009
    • Table Graphic Novel Imprints, January-December 2009
    • Table Bestselling Graphic Novels, 2009
    • Table Estimated Size of the Health & Fitness Book Market by Revenue, 2006-2010P ($ in millions)
    • Table New Health & Fitness Titles vs. All New Titles Released, 2005-2009
    • Table Five-Year Trend: Health & Fitness by Consolidated Rating, 2005-2009
    • Table Format and Segment Trends: Health & Fitness, 2005-2009
    • Table Top 20 Health & Fitness Book Imprints, January-December 2009
    • Table Bestselling Health & Fitness Books, 2009
    • Table Five-Year Trend: Movie or TV Tie-Ins by Consolidated Rating, 2005-2009
    • Table Format and Segment Trends: Movie or TV Tie-Ins, 2005-2009
    • Table Top 20 Movie or TV Tie-In Imprints, January-December 2009
    • Table Bestselling Movie or TV Tie-Ins, 2009
    • Table Estimated Size of the Mystery Book Market by Revenue, 2006-2010P
    • Table New Mystery Titles vs. All New Titles Released, 2005-2009
    • Table Five-Year Trend: Mystery by Consolidated Rating, 2005-2009
    • Table Format and Segment Trends: Mystery, 2005-2009
    • Table Top 20 Mystery Book Imprints, January-December 2009
    • Table Bestselling Mystery Books, 2009
    • Table Estimated Size of the Political Commentary/Current Events Book Market by Revenue, 2006-2010P
    • Table New U.S. Political Science Titles vs. All New Titles Released, 2005-2009
    • Table Five-Year Trend: Political Commentaries/Current Events by Consolidated Rating, 2005-2009
    • Table Format and Segment Trends: Political Commentary, 2005-2009
    • Table Top 20 Political Commentary/Current Events Book Imprints, January-December 2009
    • Table Bestselling Political Books, 2009
    • Table Estimated Size of the Reference Book Market by Revenue, 2006-2010P ($ in millions)
    • Table New Reference Titles vs. All New Titles Released, 2005-2009
    • Table Five-Year Trend: Reference by Consolidated Rating, 2005-2009
    • Table Format and Segment Trends: Reference, 2005-2009
    • Table Reference Imprints, January-December 2009
    • Table Bestselling Reference Books, 2009
    • Table Estimated Size of the Religious/Inspirational Book Market by Revenue, 2006-2010P
    • Table New Religious/Inspirational Titles vs. All New Titles Released, 2005-2009
    • Table Five-Year Trend: Religious/Inspirational by Consolidated Rating, 2005-2009
    • Table Format and Segment Trends: Religious/Inspirational, 2005-2009
    • Table Top 20 Religion Imprints, January-December 2009
    • Table Bestselling Religious Books, 2009
    • Table Estimated Size of the Romance Book Market by Revenue, 2006-2010P
    • Table New Romance Titles vs. All New Titles Released, 2005-2009
    • Table Five-Year Trend: Romance by Consolidated Rating, 2005-2009
    • Table Format and Segment Trends: Romance, 2005-2009
    • Table Top 20 Romance Imprints, January-December 2009
    • Table Bestselling Romance Books, 2009
    • Table Estimated Size of the Science Fiction/Fantasy Book Market by Revenue, 2006-2010P ($ in millions)
    • Table New Science Fiction Titles vs. All New Titles Released, 2005-2009
    • Table New Fantasy Titles vs. All New Titles Released, 2005-2009
    • Table Five-Year Trend: Science Fiction by Consolidated Rating, 2005-2009
    • Table Five-Year Trend: Fantasy by Consolidated Rating, 2005-2009
    • Table Format and Segment Trends: Science Fiction, 2005-2009
    • Table Format and Segment Trends: Fantasy, 2005-2009
    • Table Top 20 Science Fiction Imprints, January-December 2009
    • Table Top 20 Fantasy Imprints, January-December 2009
    • Table Bestselling Science Fiction Books, 2009
    • Table Bestselling Fantasy Books, 2009
    • Table Estimated Size of the Self-Help Book Market by Revenue, 2006-2010P
    • Table New Self-Help Titles vs. All New Titles Released, 2005-2009
    • Table Five-Year Trend: Self-Help by Consolidated Rating, 2005-2009
    • Table Format and Segment Trends: Self-Help, 2005-2009
    • Table Top 20 Self-Help Imprints, January-December 2009
    • Table Bestselling Self-Help Books, 2009
    • Table Estimated Size of the Sports Book Market by Revenue, 2006-2010P
    • Table New Sports Titles vs. All New Titles Released, 2005-2009
    • Table Five-Year Trend: Sports by Consolidated Rating, 2005-2009
    • Table Format and Segment Trends: Sports, 2005-2009
    • Table Top 20 Sports Imprints, January-December 2009
    • Table Bestselling Sports Books, 2009
    • Table Estimated Size of the Travel Book Market by Revenue, 2006-2010P
    • Table New Travel Titles vs. All New Titles Released, 2005-2009
    • Table Five-Year Trend: Travel by Consolidated Rating, 2005-2009
    • Table Format and Segment Trends: Travel, 2005-2009
    • Table Travel Imprints, January-December 2009
    • Table Bestselling Travel Books, 2009
  • Book Buyer Demographics & Psychographics
    • Table Overview of Book Purchasing Population (U.S. Adults): Sales Channel Trends
    • Table Overview of Book Purchasing Population (U.S. Adults): Customer Trends
    • Table Overview of Book Purchasing Population (U.S. Adults): Buyers of Books by Gender
    • Table Overview of Book Purchasing Population (U.S. Adults): Buyers of Books by Race
    • Table Overview of Book Purchasing Population (U.S. Adults): Buyers of Books by Age Bracket
    • Table Overview of Book Purchasing Population (U.S. Adults): Buyers of Books by Education Level
    • Table Overview of Book Purchasing Population (U.S. Adults): Buyers of Books by Household Income
    • Table Overview of Book Purchasing Population (U.S. Adults): Buyers of Books by Employment Status
    • Table Types of Outdoor Advertising Noticed in Previous 30 Days Among Readers and the General U.S. Adult Population
    • Table Overview of Book Purchasing Population (U.S. Adults): Attitudes and Opinions of Advertising
    • Table Overview of Book Purchasing Population (U.S. Adults): Attitudes and Opinions of The Internet ,Any Agree
    • Table Overview of Book Purchasing Population (U.S. Adults): Attitudes and Opinions of Television & Video Games
    • Table Overview of Book Purchasing Population (U.S. Adults): Attitudes and Opinions of Shopping
  • Forecasts and Conclusions
    • Table Net Consumer Book Sales, 2005-2009P ($ in millions)
    • Table Estimated Size of Market Categories, 2010 ($ in millions)
  • Profiles of Leading Publishers
    • Table Key Statistics: Harry N. Abrams
    • Table Publisher Snapshot: Harry N. Abrams, 2007-2010P ($ in 000)
    • Table Key Statistics: Andrews McMeel
    • Table Publisher Snapshot: Andrews McMeel, 2007-2010P($ in 000)
    • Table Key Statistics: Encyclopaedia Britannica
    • Table Publisher Snapshot: Encyclopædia Britannica, 2007-2010P ($ in 000)
    • Table Key Statistics: Hachette Book Group USA
    • Table Publisher Snapshot: Hachette Book Group, 2007-20010P ($ in 000)
    • Table Key Statistics: Harlequin
    • Table Publisher Snapshot: Harlequin, 2007-2010P ($ in 000)
    • Table Key Statistics: HarperCollins
    • Table Publisher Snapshot: HarperCollins, Fiscal 2007-2010P ($ in millions)
    • Table Key Statistics: Houghton Mifflin Harcourt Trade & Reference
    • Table Publisher Snapshot: Houghton Mifflin Harcourt, 2007-2010P ($ in 000)
    • Table Key Statistics: Kensington Publishing
    • Table Publisher Snapshot: Kensington Publishing Corp., Fiscal 2007-2010P ($ in 000)
    • Table Key Statistics: Macmillan U.S.
    • Table Publisher Snapshot: Macmillan, 2007-2010P ($ in 000)
    • Table Key Statistics: Penguin Group (USA)
    • Table Publisher Snapshot: Penguin Group, 2007-2010P ($ in 000)
    • Table Key Statistics: Random House
    • Table Publisher Snapshot: Random House, 2007-2010P ($ in 000)
    • Table Key Statistics: Rodale
    • Table Publisher Snapshot: Rodale, 2007-2010P ($ in 000)
    • Table Key Statistics: Scholastic
    • Table Publisher Snapshot: Scholastic, Fiscal 2007-2010P ($ in 000)
    • Table Key Statistics: Simon & Schuster
    • Table Publisher Snapshot: Simon & Schuster, 2007-2010P ($ in 000)
    • Table Key Statistics: John Wiley & Sons
    • Table Publisher Snapshot: John Wiley & Sons, Fiscal 2007-2010P ($ in 000)

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report