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Bookselling Market Report 2010
Key Note Publications Ltd, Oct 2010
This report looks at the bookselling market in the UK. Booksellers are facing their industry’s most challenging time since the recession of the early 1990s. Sales were down in 2009, and remain relatively disappointing in 2010. Nevertheless, the UK book market is one of the largest in Europe, and book production increased between 2008 and 2009.
The value of the retail book market in 2009, excluding e-books, was £3.4bn according to the Publishers Association; this represents a decrease of around 5% on the previous year. Consumer sales account for just under 73% of the market, whilst the remainder is academic and professional books, and school books.
The industry’s major booksellers include WH Smith, Waterstone’s, Amazon.co.uk, Blackwell and Book Club Associates. There is one gap in the list of bookshops — Borders — which closed at the end of 2009. The supermarkets also play a significant role in this sector; there remain many independent bookshops, but their number is contracting year-on-year.
Online bookselling is growing, as is the selling of books by supermarkets, and e-books and e-readers are gaining in acceptance. The market as a whole is changing as relatively strong fiction sales counter declining non-fiction sales — especially in the reference and travel sectors. The trend towards high discounting of bestsellers by the online booksellers and the supermarkets has become a constant feature of the market; this is applying pressure to both high-street bookselling chains and the independent bookshops.
Although the trade is suffering in 2010, there are some grounds for optimism. Two discount chains, The Works and British Bookshops & Stationers, are proving profitable. Many booksellers are embracing more innovative strategies and product formats to ensure the viability of their businesses. The autumn 2010 list of new title publications is varied and promising.
This report includes detailed results of a specially commissioned survey into book buying habits, which confirms the importance that women play in the market. It also shows the importance of online buying, the trend towards browsing before buying and the value of those aged 35 to 54 as book buyers.
The authors estimate that the value of retail book sales will fall by 5.1% in 2010 but start to grow again — by 0.8% — in 2011 and thereafter grow at a steadily positive rate from 2012 to 2014.
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