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Business of Consumer Book Publishing 2011


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

  • Methodology
  • Executive Summary
  • Overview of the U.S. Consumer Book Market
    • Table E-Book and Paperback Consumption, 2010
    • Table Growth of the Consumer Book Publishing Industry, 2008-2011P ($ in millions)
    • Table Domestic Net Sales of Consumer Books by Book Type, 2009-2010 ($ in thousands)
    • Table Consumer Book Publishers, U.S.-Only Revenue Growth, 2009E-2011P ($ in millions)
  • Current Trends in Consumer Book Publishing
    • Table Overview of Book Purchasing Population (U.S. Adults) Consumers Who Did/Did Not Buy a Book in Previous 12 Mos.
    • Table Overview of Book Buying Population (U.S. Adults): Bought Book(s) as Gifts
    • Table Average Titles per Author on Lists, 2006-2010 (Authors appearing on PW, USA Today & NYT bestseller lists)
    • Table Fiction List Price Overview (Q1-2007 to Q1-2011)
    • Table Nonfiction List Price Overview (Q1-2007 to Q1-2011)
    • Table Publishers' Profitability, 2010 vs. 2009 ($ 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 2010 (by ISBN; out of 2,141 total)
    • Table Best Performing Books, 2006-2010 (Based on consolidated ranking across New York Times, USA Today and Publishers Weekly bestseller lists)
    • Table Total Number of Titles on Lists, January-December 2010
    • Table Top 15 Titles, January-December 2010 (by ISBN; out of 2,496 total)
    • Table Best Performing Authors, 2006-2010 (Based on consolidated ranking across New York Times, USA Today and Publishers Weekly bestseller lists)
    • Table Top 50 Authors, January-December 2010 (out of 1,516 total)
    • Table Best Performing Imprints, 2006-2010 (Based on consolidated ranking across New York Times, USA Today and Publishers Weekly bestseller lists)
    • Table Top 50 Imprints, January-December 2010 (by ISBN; out of 284 total)
    • Table Best Performing Categories, 2006-2010 (Based on consolidated ranking across NYT, USA Today and PW bestseller lists)
    • Table Top 50 Categories, January-December 2010 (out of 91 total)
    • Table Average Weeks on Lists, 2006-2010 (Editions on PW, USA Today & NYT bestseller lists)
    • Table Average Titles per Imprint, 2006-2010 (Imprints appearing on PW, USA Today & NYT bestseller lists)
    • Table Top 20 Titles, New York Times, January-December 2010 (by ISBN; out of 2,082 total)
    • Table New to Database, January 2010-January 2011
  • Trade Book Publishing: Category Analysis
    • Table Bookstore Responses: Events Forecast For 2011
    • Table How Bookstores Plan To Stock Different Categories in 2011
    • Table Adult Formats and Their Performance for 2010
    • Table Children's Formats and Their Performance for 2010
    • Table Title Output by Category, 2009-2010 (Number of new titles)
    • Table Estimated Revenue of Market Categories, 2010 ($ in millions)
    • Table Estimated Size of Market Categories, 2011 ($ in millions)
    • Table Five-Year Trend: Art by Consolidated Rating, 2006-2010
    • Table Format and Segment Trends: Art, 2006-2010
    • Table Bestselling Art Books, 2010
    • Table Estimated Size of the Biography Market by Revenue, 2007-2011P ($ in millions)
    • Table New Biography Titles vs. All New Titles Released, 2006-2010
    • Table Five-Year Trend: Biography and Autobiography by Consolidated Rating, 2006-2010
    • Table Format and Segment Trends: Biographies, 2006-2010
    • Table Top 20 Biography Book Imprints, January-December 2010
    • Table Bestselling Biography Books, 2010 (out of 223 total)
    • Table Estimated Size of the Business Book Market by Revenue, 2007-2011P ($ in millions)
    • Table New Business Titles vs. All New Titles Released, 2006-2010
    • Table Five-Year Trend: Business & Economics by Consolidated Rating, 2006-2010
    • Table Format and Segment Trends: Business, 2006-2010
    • Table Top 20 Business Book Imprints, January-December 2010
    • Table Bestselling Business Books, 2010 (out of 99 total)
    • Table Estimated Size of the Classic Literary Fiction Book Market by Revenue, 2007-2011P ($ in millions)
    • Table New Classic Literary Fiction Titles vs. All New Titles Released, 2006-2010
    • Table Five-Year Trend: Classic Literary Fiction by Consolidated Rating, 2006-2010
    • Table Format and Segment Trends: Classic Literary Fiction, 2006-2010
    • Table Top 20 Classic Literary Fiction Book Imprints, January-December 2010
    • Table Top 20 Bestselling Classic Literary Fiction Books, 2009 (out of 27)
    • Table Estimated Size of the Computer Book Market by Revenue, 2007-2011P ($ in millions)
    • Table New Computer Titles vs. All New Titles Released, 2006-2010
    • Table Estimated Size of the Cookbook Market by Revenue, 2007-2011P ($ in millions)
    • Table New Cookbook Titles vs. All New Titles Released, 2006-2010
    • Table Five-Year Trend: Cookbooks by Consolidated Rating, 2006-2010
    • Table Format and Segment Trends: Cookbooks, 2006-2010
    • Table Top 20 Cookbook Imprints, January-December 2010
    • Table Bestselling Cookbooks, 2010 (out of 60 total)
    • Table Estimated Size of the Graphic Novel Market by Revenue, 2007-2011P ($ in millions)
    • Table New Graphic Novel Titles vs. All New Titles, 2006-2010
    • Table Five-Year Trend: Graphic Novels by Consolidated Rating, 2006-2010
    • Table Format and Segment Trends: Graphic Novels, 2006-2010
    • Table Top 20 Graphic Novel Imprints, January-December 2010
    • Table Top 20 Bestselling Graphic Novels, 2010 (out of 319 total)
    • Table Estimated Size of the Health & Fitness Book Market by Revenue, 2007-2011P ($ in millions)
    • Table New Health & Fitness Titles vs. All New Titles Released, 2006-2010
    • Table Five-Year Trend: Health & Fitness by Consolidated Rating, 2006-2010
    • Table Top 20 Health & Fitness Book Imprints, January-December 2010
    • Table Bestselling Health & Fitness Books, 2010 (out of 71 total)
    • Table Estimated Size of the Mystery Book Market by Revenue, 2007-2011P ($ in millions)
    • Table New Mystery Titles vs. All New Titles Released, 2006-2010
    • Table Five-Year Trend: Mystery by Consolidated Rating, 2006-2010
    • Table Format and Segment Trends: Mystery, 2006-2010
    • Table Top 20 Mystery Book Imprints, January-December 2010
    • Table Bestselling Mystery Books, 2010 (out of 246 total)
    • Table Estimated Size of the Political Commentary/Current Events Book Market by Revenue, 2007-2011P ($ in millions)
    • Table New U.S. Political Science Titles vs. All New Titles Released, 2006-2010
    • Table Five-Year Trend: Political Commentaries/Current Events by Consolidated Rating, 2006-2010
    • Table Top 20 Political Commentary/Current Events Book Imprints, January-December 2010 (out of 49 total)
    • Table Bestselling Political Books, 2010 (out of 93 total)
    • Table Estimated Size of the Reference Book Market by Revenue, 2007-2011P ($ in millions)
    • Table Estimated Size of the Reference Book Market by Revenue, 2007-2011P ($ in millions)
    • Table New Reference Titles vs. All New Titles Released, 2006-2010
    • Table Five-Year Trend: Reference by Consolidated Rating, 2006-2010
    • Table Format and Segment Trends: Reference, 2006-2010
    • Table Reference Imprints, January-December 2010 (14 total)
    • Table Bestselling Reference Books, 2010 (20 total)
    • Table Estimated Size of the Religious/Inspirational Book Market by Revenue, 2007-2011P ($ in millions)
    • Table New Religious/Inspirational Titles vs. All New Titles Released, 2006-2010
    • Table Five-Year Trend: Religious/Inspirational by Consolidated Rating, 2006-2010
    • Table Format and Segment Trends: Religious/Inspirational, 2006-2010
    • Table Top 20 Religion Imprints, January-December 2010 (out of 60 total)
    • Table Top 20 Bestselling Religious Books, 2010 (out of 113 total)
    • Table Estimated Size of the Romance Book Market by Revenue, 2007-2011P ($ in millions)
    • Table New Romance Titles vs. All New Titles Released, 2006-2010
    • Table Five-Year Trend: Romance by Consolidated Rating, 2006-2010
    • Table Format and Segment Trends: Romance, 2006-2010
    • Table Top 20 Romance Imprints, January-December 2010 (out of 56 total)
    • Table Bestselling Romance Books, 2010 (out of 469 total)
    • Table Estimated Size of the Science Fiction/Fantasy Book Market by Revenue, 2007-2011P ($ in millions)
    • Table New Fantasy Titles vs. All New Titles Released, 2006-2010
    • Table New Science Fiction Titles vs. All New Titles Released, 2006-2010
    • Table Five-Year Trend: Science Fiction by Consolidated Rating, 2006-2010
    • Table Five-Year Trend: Fantasy by Consolidated Rating, 2006-2010
    • Table Format and Segment Trends: Science Fiction, 2006-2010
    • Table Format and Segment Trends: Fantasy, 2006-2010
    • Table Top 20 Science Fiction Imprints, January-December 2010 (out of 33 total)
    • Table Top 20 Fantasy Imprints, January-December 2010 (out of 81 total)
    • Table Top 20 Bestselling Science Fiction Books, 2010 (out of 77 total)
    • Table Bestselling Fantasy Books, 2010 (out of 342 total)
    • Table Estimated Size of the Self-Help Book Market by Revenue, 2007-2011P ($ in millions)
    • Table New Self-Help Titles vs. All New Titles Released, 2006-2010
    • Table Five-Year Trend: Self-Help by Consolidated Rating, 2006-2010
    • Table Format and Segment Trends: Self-Help, 2006-2010
    • Table Top 20 Self-Help Imprints, January-December 2010 (out of 35 total)
    • Table Top 20 Bestselling Self-Help Books, 2010 (out of 51 total)
    • Table Estimated Size of the Sports Book Market by Revenue, 2007-2011P ($ in millions)
    • Table New Sports Titles vs. All New Titles Released, 2006-2010
    • Table Five-Year Trend: Sports by Consolidated Rating, 2006-2010
    • Table Format and Segment Trends: Sports, 2006-2010
    • Table Top 20 Sports Imprints, January-December 2010 (out of 38 total)
    • Table Bestselling Sports Books, 2009 (out of 60 total)
    • Table Estimated Size of the Travel Book Market by Revenue, 2007-2011P ($ in millions)
    • Table New Travel Titles vs. All New Titles Released, 2006-2010
    • Table Five-Year Trend: Travel by Consolidated Rating, 2006-2010
    • Table Format and Segment Trends: Travel, 2006-2010
    • Table Bestselling Travel Books, 2010
  • 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 Overview of Book Purchasing Population (U.S. Adults): Buyers of Books by Profession
    • Table Overview of Book Purchasing Population (U.S. Adults): Buyers of Books by Marital Status
    • Table Overview of Book Purchasing Population (U.S. Adults): Buyers of Books by Number of People in HH
    • Table Overview of Book Purchasing Population (U.S. Adults): Buyers of Books by Number of Children in HH
    • Table Overview of Book Purchasing Population (U.S. Adults): Buyers of Books by Age of Children in HH
    • Table Overview of Book Purchasing Population (U.S. Adults): Buyers of Books by Type of Residence
    • Table Overview of Book Purchasing Population (U.S. Adults): Buyers of Books by Value of Residence
    • Table Overview of Book Purchasing Population (U.S. Adults): Buyers of Books by Region
    • Table Overview of Book Purchasing Population (U.S. Adults): Buyers of Books by Metro Markets
    • 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 (Number of adults in thousands)
    • Table Overview of Book Purchasing Population (U.S. Adults): Attitudes and Opinions of The Internet, Any Agree (Number of adults in thousands)
    • Table Overview of Book Purchasing Population (U.S. Adults): Attitudes and Opinions of Television & Video Games (Number of adults in thousands)
    • Table Overview of Book Purchasing Population (U.S. Adults): Attitudes and Opinions of Shopping (Number of adults in thousands)
  • Forecasts and Conclusions
    • Table Net Consumer Book Sales, 2007-2011P ($ in millions)
    • Table Estimated Size of Market Categories, 2011 ($ in millions)
  • Profiles of Leading Publishers
    • Table Key Statistics: Abrams
    • Table Publisher Snapshot: Abrams, 2008-2011P ($ in 000)
    • Table Key Statistics: Andrews McMeel
    • Table Publisher Snapshot: Andrews McMeel, 2008-2011P ($ in 000)
    • Table Key Statistics: Encyclopædia Britannica
    • Table Publisher Snapshot: Encyclopædia Britannica, 2008-2011P ($ in 000)
    • Table Key Statistics: Hachette Book Group USA
    • Table Publisher Snapshot: Hachette Book Group, 2008-2011P ($ in 000)
    • Table Key Statistics: Harlequin
    • Table Publisher Snapshot: Harlequin, 2008-2011P ($ in 000)
    • Table Key Statistics: HarperCollins
    • Table Publisher Snapshot: HarperCollins, Fiscal 2008-2011P ($ in millions)
    • Table Key Statistics: Houghton Mifflin Harcourt Trade & Reference
    • Table Publisher Snapshot: Houghton Mifflin Harcourt, 2008-2011P ($ in 000)
    • Table Key Statistics: Kensington Publishing
    • Table Publisher Snapshot: Kensington Publishing Corp., Fiscal 2008-2011P ($ in 000)
    • Table Key Statistics: Macmillan U.S.
    • Table Publisher Snapshot: Macmillan, 2008-2011P ($ in 000)
    • Table Key Statistics: Penguin Group (USA)
    • Table Publisher Snapshot: Penguin Group, 2008-2011P ($ in 000)
    • Table Key Statistics: Random House
    • Table Publisher Snapshot: Random House, 2008-2011P ($ in 000)
    • Table Key Statistics: Rodale
    • Table Publisher Snapshot: Rodale, 2008-2011P ($ in 000)
    • Table Key Statistics: Scholastic
    • Table Publisher Snapshot: Scholastic, Fiscal 2008-2011P ($ in 000)
    • Table Key Statistics: Simon & Schuster
    • Table Publisher Snapshot: Simon & Schuster, 2008-2011P ($ in 000)
    • Table Key Statistics: John Wiley & Sons
    • Table Publisher Snapshot: John Wiley & Sons, Fiscal 2008-2011P ($ in 000)

Business of Consumer Book Publishing 2011 is the latest edition of the venerable 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 17 major subject categories (with a 5-year statistical analysis showing the growth of each), and an overall discussion of which ones are the likeliest candidates for growth in print and/or digital forms.
  • 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 e-books and the Internet on all parts of the publishing process, the challenge to encourage reading in a society increasingly pressed for time, and volatile pricing trends.

Once again, Business of Consumer Book Publishing 2011 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. This isn’t a survey of just consumers who buy books, but rather an independent analysis of the entire population, allowing buyers of this report to understand how everyone sees books, not just how ‘readers’ see 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
  • 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., 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.

Business of Consumer Book Publishing 2011 is the ‘state of the industry’ report and a must-have for any executive who wants to stay on top of a rapidly changing market-and see what’s next in this challenging industry.


Despite Overall Decline in Trade Books, Science Fiction/Fantasy Will Grow 3.4% in 2011

Stamford, CT - July 26, 2011 - Representing just 6% of the total trade book market, the science fiction/fantasy segment will grow 3.4% in 2011, reaching $578.6 million, despite the overall market's expected 5.2% decline. According to a report published by media and publishing forecast firm Simba Information, the science fiction and fantasy categories experienced double-digit increases in title output, along with stronger ratings on the consolidated bestseller list in 2010.

According to the report, the science fiction/fantasy segment is gaining market share, adding half a percent in 2011 compared to 2010, as it more than triples its 1% growth rate from the past two years.

"The sci-fi/fantasy segment has been a stable growth segment for the past few years," notes Michael Norris, Simba Information's senior trade analyst. "Since the book market took a big hit in 2007, it has been inching closer to its previous high-point."

Title output for fantasy rose sharply to 6,389 titles, growing 14.6%, followed by science fiction with 3,714 titles, growing 10.1% in 2010. Simba's report, which uses a consolidated bestseller list comprised of ratings from USA Today, The New York Times and Publisher's Weekly, finds science fiction performed strongly on the list with 76 titles by 58 authors, while fantasy held 321 titles by 192 authors, although its success was led by the Twilight Saga.

"Even though a lot of titles are hit or miss with audiences, both as books and as media tie-ins, there will continue to be a thirst for this segment of fiction for the foreseeable future," added Norris.

Simba's report, Business of Consumer Book Publishing 2011, details the overall market for trade books, segmented by 18 major categories including health & fitness, romance, self-help, science fiction/fantasy and others. It includes demographic and psychographic information on the average book buyer, along with company profiles of the leading publishers including Penguin Group, Macmillan and Random House.

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