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Children's Publishing Market Assessment 2010
Key Note Publications Ltd, Aug 2010, Pages: 141
The UK market for children's books was worth an estimated £776.1m at manufacturers' selling prices (msp) in 2009. This represents an increase of 4.1% on the previous year and an 18.6% rise since 2005.
Children's books — fiction, non-fiction, picture books and school books (including higher-education books) — account for more than a fifth of the total UK book market and, as such, are very important to publishers. They are produced by almost all of the major publishing groups, under various imprints. Currently, books for teens are topping the children's best-seller lists: Stephenie Meyer's Twilight series is doing for Little, Brown Group's ATOM imprint what JK Rowling's Harry Potter did for Bloomsbury.
The Internet remains an important sales channel for children's books. In an original survey for this report, 45% of respondents from households in which children were present said that they would be more likely to look for a children's book online than anywhere else. Supermarkets, too, are an important sales channel for children's books: a third of those respondents who lived with children said that they would prefer to buy a children's book from the supermarket than from a bookshop.
Almost everyone interviewed agreed that encouraging children to read is important, but just over three-quarters stated that adults would consider giving children an electronic game or other toy in preference to a book or book token, believing that this is what children themselves would prefer.
Despite the high media profile of the closure of the Borders and Books Etc chains of bookshops, the number of bookshops in a sample of more than 700 British town centres increased slightly between June 2009 and June 2010.
Government initiatives, alongside those of various charity organisations such as the Literacy Trust, have served to raise the profile of children's reading across the board. These initiatives have ranged from Books for Babies (part of the Sure Start scheme) to national campaigns such as Reading for Life, Children's Book Week and the Summer Reading Challenge.
The cutbacks in public-sector spending that are being announced by the Coalition Government mean that future funding for schemes that encourage children's reading is not secure. Providers, as well as publishers, await further developments. However, the emergency budget delivered in June 2010 retained the current zero VAT rating for books and newspapers.
Overall, the UK market for children's books is forecast to show a marginal decline in value in 2011 and 2012 as spending cuts inevitably result in reductions in institutions' book budgets.
The school-books sector will be the most difficult to forecast, as the Coalition Government's plan to allow more schools, including primary schools, to become academies will result in those schools opting out of both local-authority control and the National Curriculum.
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