Christian Community Networking

 Hasani Pettiford, author/speaker

Books news and publishing industry statistics

Here are some fascinating publishing industry statistics about the book industry in general and book news on self-publishing in particular. This is featured on http://selfpublishingresources.com/resources/books-news-and-publishing-industry-statistics/

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• The New York Times reported that “According to a recent survey, 81 percent of people feel that they have a book in them…and should write it.” If you do the math, that represents over 200 million people in the U.S. who want to write a book in their lifetime! No wonder self-publishing is thriving as never before!

• A new survey found that 23 percent of readers polled have visited an author’s web site, while only 18 percent have gone to a publisher’s site. The survey, conducted by advertising firm Spier New York, surveyed 813 readers, 35 percent of whom were under 35 years old. The survey also found that 50 percent of those queried had purchased a book as a gift within the past year. Online purchases represented 28 percent of books bought, while 89 percent came from a brick-and-mortar retailer.

• USA Today has added a searchable database of 10 years of bestseller data. You can find it on the page where their weekly bestseller list is posted. A key discovery: the all time best-selling writing/reference guide in the United States is The Elements of Style by Strunk and White. (Note that it was originally a self-published book!)

• Consumers in the Northeast spend the most on reading materials, while spending is the lowest in the South.

• Sales of religious paperback books represent a significant market share in today’s publishing arena. The new gospel on book sales has spiritual and religious titles crossing over into mainstream bookstores and taking upwards of 7 percent of all book sales. The Purpose Driven Life, for instance, has sold over 22 million copies.

• There is a new concept, “wag the long tail,” which means if you rack up enough small sales, especially consumer sales on the Internet, it will add up to big profits in the long run. Technology is turning mass markets into millions of niches. Independent presses, self-publishers, and authors can sell effectively into these micro markets. This bodes well for new and mid-list authors, not to mention creative-minded smaller presses.

• About 20 percent of online sales are of titles not available in traditional brick-and-mortar stores. Projections are this figure will soon reach a third of all book sales.

• What element of a book is the most important? Seventy-five percent of 300 booksellers surveyed (half from independent bookstores and half from chains) identified the look and design of the book cover as the most important component. They agreed that the jacket is prime real estate for promoting a book.

• Speaking of promoting, niche magazines, which focus on a single topic, are becoming increasingly popular. This trend to specialization — everything from magazines on poker playing to horse people, from interior design and decor to wedding titles, from dog magazines to golf periodicals — provide targeted opportunities for promoting books on these topics.

• From 8,000 to 11,000 new publishers enter the field every year; they are mostly self-publishers.

• There are about 1.5 million books in print at any one time in the United States.

• Bookstore sales by month would surprise the average consumer. You probably think December is the high month. Yet the big bounce is in January and again in August and September when university sales are made. The lowest month is April with only $0.987 billion in sales.

• Some 300 to 400 mid-sized publishers exist.

• 78 percent of titles brought out come from a small press or self-publisher.

• On the average a bookstore browser will spend eight seconds looking at the front cover and 15 seconds scanning the back cover.

• Nonfiction typically outsells fiction by two to one. However, at least 20 percent more fiction is being published these days via the Internet and (POD) Print on Demand.

• Interest in poetry and drama has grown by more than 33 percent since 1992.

• The average number of copies sold per title of a POD company that printed 10,000 different titles: 75 books.

• A poll of 2,700 U.S. Internet users, representing about 100 million U.S. Internet users, indicates that about 8 million unpublished novels and 17 million unpublished how-to books have been written by that Internet-using population alone.

• Women buy 68 percent of all books sold.

• Most readers do not get past page 18 in a book they have purchased.

• 52 percent of all books are not sold in bookstores! They are merchandised via mail order, online, in discount or warehouse stores, through book clubs, in nontraditional retail outlets, etc.

• 64 percent of book buyers say a book’s being on a bestseller list is not important.

• The #1 nonfiction bestsellers for 2001 was the Prayer of Jabez, exceeding 8 million copies. Self Matters was #1 on the 2002 list with mere 1,350,000 copies sold. John Grisham’s The Summon stopped the fiction list with 2,625,000 copies. The best-selling trade paperback during 2002 was, of all things, a cookbook: Fix-It and Forget-It Cookbook. How-to, memoirs, and religion were also strong sellers.

• Parables, short tales of fiction that teach a life lesson, have many avid fans that drive them onto bestseller lists. One of the most recent is Who Moved My Cheese? by Spencer Johnson, MD. Dr. Johnson began his career as a self published author.

• Bookstores are famous for returning books to publishers. The industry return rate is typically 36 percent for hardcovers and 25 percent for soft covers.

• It takes an average of 475 hours to write a novel. Fiction is considered successful if it sells 5,000 copies. Writing a nonfiction book requires about 725 hours. A nonfiction book is deemed successful when it reaches 7,500 copies sold.

• The largest advance ever paid for a self-published book? A whopping $4.125 million. Simon & Schuster paid that for Richard Paul Evans’s The Christmas Box.

We have researched a multitude of sites and publications to pull these facts together for you. They include the ISBN agency, Harris Interactive poll, Book Industry Study Group, Bookwire.com, Seybold conference, IBPA, the American Association of Publishers, Authors Guild, Lulu.com, Jupiter Media Matrix, parapublishing.com,Foreword magazine, Department of Commerce, Publishers Weekly, various news releases, Books in Print, R.R. Bowker, Forrester Research, Morris Rosenthal, Romance Writers of America, Shelf Awareness, U.S. News & World Report, Poets and Writers, M. J. Rose, Borders, and SIMBA.

www.hasani.com