Book Sales - Up or Down?

In a Publisher's Weekly newsletter this week was a link to a very interesting article about sales of children's and YA books, but more particularly about a survey on teen book buying habits. The article (found here) starts with this in the first paragraph:
While adult trade sales are expected to fall 4% this year, juvenile and young adult sales are expected to increase 5.1%, according to the PW/IPR Book Sales Index.
This tallies with what I've read in other media and newsletters - that the children's/YA market is booming and book sales continue to rise.

The whole article is fascinating, because it also looks at how and why teens buy books. The back cover copy is a huge influence, as is the cover. Teens like to go to author websites and check out new titles and information about the author - but they also like to meet the author at bookstore events or school visits (that's good to hear - but not sure if it's the same here). When asked how many books they bought, the result was:
Over the period surveyed (two months), 31% bought three to five new books, 21% bought one to two and 21% bought six to 10; 13% bought more than 10 while 13% didn't buy any new books.
Quite a few said they were going to the library more, which meant buying less, but others said they were buying more books now than before. Yaayy!

So what's happening in the actual publishing industry? Plenty of staff have been laid off in the US and UK - I haven't heard of any layoffs here in Australia. I don't have exact stats on Australian book sales for the last few months, but the general feeling for a while was one of "battening down the hatches". Books on backlists were allowed to go out of print, and the bestseller lists were dominated by Stephanie Meyer and now Dan Brown. I got the impression quite a few new writers who had been hoping to break in felt that the door had closed to them. Does anyone know what's really happening? Well, my impression is business as usual here, but publishers are being more picky, and looking for projects that they are sure, or as sure as they can be, will sell well. So yes, maybe new writers are going to find it harder.

But isn't that always the case? To break in, you need something well-written, with a great voice and concept, and ability to carry it all the way. "Nice" and "competent" haven't been good enough for a long time. So has anything really changed? I think belts are being pulled a lot tighter, and they'll stay that way. I spoke recently to a woman running an events and promotions company - she said she had had a really rough six months late last year, and had learned to economise, cut costs and tighten up. Now that business was going well again, she wasn't about to go back to her old ways. The economising would continue to create a better bottom line.

How this will affect publishing long-term is a different matter. We have ebooks to contend with (the Kindle has just arrived in Australia but the response seems to be a bit of a yawn) and in the US there is a strange deep-discounting war going on with the Walmart kind of store - so if you live there, buy from your indie store! It will be interesting to see where we are in twelve months time. My feeling is that we might see more of a marketing push towards the hot new books (more vampires and conspiracies), but I'm hoping keen readers and book buyers will continue to use the good old word of mouth for their book-buying. You're less likely to end up with a dud that way!

Writing at the Business End

This semester I have a small class of students who are all serious fiction writers, and we are combining a high-level critiquing regime with an intensive program of what you need to know if you want to be professional and published. Among other topics, we've looked at contracts, the publishing process, how manuscripts are acquired, and talked about resources and organisations. This week, we started to focus on marketing, which meant a very interesting excursion to Carlton, where Borders and Readings bookshops are right opposite each other.

Before they got to the bookshops, each student had to choose three novels similar to what they were writing, then focus on one that had been recently published - what publicity had there been for the book, what reviews, by whom, did the author have a website and/or blog, how else has the book been publicised? When we got to the actual shops, I sent them off to find their chosen books. Where were they shelved? Face out or spine out? Anything extra? (Nobody reported their book on the special front-of-store displays!)

You can guess the results. Some of the books were not on the shelves at all. Some only had one copy available. Many were spine out. The reports on publicity and marketing were spotty (not the students, the results!). Several authors had no blog, a couple didn't have a website of their own. One well-known author had a website and a book trailer and lots of reviews. One dead author had a million things about him and his books, but hardly anything was generated by him (obviously - but also he was 75 when he died last year, so he probably thought it was all a waste of his time).

Then we compared bookshops. Borders was the obvious winner in terms of the range available, and the number of copies. But I also asked them - which bookshop would you prefer to shop in? Which bookshop would you feel did a good job of selling your book if you were published? Readings came out on top, unanimously. This was not just about prospective published authors analysing which shop would promote them better - it was also about where they would prefer to shop. I think it's a great validation of why independent bookstores are thriving in Australia - real customer appreciation and creating a sense of the "traditional bookstore" where you can browse and find gems and new writers to enjoy.

I wondered how many writers ever do this - look seriously at several different bookshops in their area and investigate how they operate, how they sell books, how they keep customers happy. It's all a business. As a writer, it's valuable to know in order to understand what happens when your book becomes a consumer item. What do you think of your local bookstores? Where do you prefer to shop?