3- Making Information Pay 2009 -- KING, JIM (Nielsen BookScan)

Confidential & Proprietary Copyright © 2007 The Nielsen Company

The Retail Perspective:

What’s Up? What’s Down?

May 3, 2023


BookScan Facts

• BookScan has been capturing POS book data since January 2001

• Our book sales data is collected weekly from over 12,000 locations nationwide (reporting panel on next slide), including national chains, independents, college bookstores, Internet, discounters and food chain retailers.

• We process nearly 500,000 unique ISBNs each week

• Our data represents end-user consumer sales; we do not capture wholesale, institution or book club sales transactions

Making Information Pay 2009

May 3, 2023


Non-Traditional

KrogerStop & Shop ShopkoToys “R” UsBabies “R” UsStarbucks (formerly in D/O)

Discount and Other

Amazon.comB&N.comBooks-A-Million.comBorders.comBuy.comCNICEORead.comCornerstoneCostco K-MartNBC.comOne World EnterprisesPowells.comStretch the SkiesTarget

Retailers

B. DaltonBarbara’s BookstoresBarnes & NobleBooks-A-Million (BAM)BordersDeseret Book CompanyHastingsHudson News (new for 2009)Walden BooksGeneral IndependentsFollett College Stores**

** Census (Trade)

• Comprised of 3 “Strata” of retail reporters• “Non-Traditional” added at start of 2008

BookScan – Data Providers


May 3, 2023


Adult Non-Fiction: Trends (2004 – 2008) (Sales in Thousands – 000s)

2004 2005 2006 2007 2008240,000

250,000

260,000

270,000

280,000

290,000

300,000

310,000

320,000

269,512

288,253

300,609

311,429

299,364

Adult Non-Fiction5 Year Growth Trend

+ 11.08%

** Note: For YOY analysis, Non-Traditional strata data has been removed from 2008.


May 3, 2023



Adult Non-Fiction: Key Category Trends (Sales in Thousands – 000s)

2004 2005 2006 2007 20080

5,000

10,000

15,000

20,000

25,000

30,000

35,000

Bio / AutoBusinessSelf-HelpTravel

+ 34.09%

+ 19.42%

- 5.66%

+ 36.86%


May 3, 2023


Adult Non-Fiction: Key Category Growth (Actual Unit Sales)

Category 2004 2005 2006 2007 2008 5 Year Trend

BIOGRAPHY/AUTOBIOGRAPHY 22,838,543 25,671,510 27,172,353 31,681,199 30,623,521 34.09%

Personal Memoirs 782,054 820,670 1,548,619 4,557,554 5,217,529 567.16%

Literary 1,497,823 1,869,179 2,264,419 1,797,084 1,131,867 -24.43%

Travelers 295,065 419,178 539,675 3,171,659 1,819,097 516.51%

Political 861,793 614,247 622,573 996,135 1,349,629 56.61%

Cultural Heritage 482,367 611,405 596,204 609,838 1,330,200 175.77%



May 3, 2023




BUSINESS 18,955,708 22,157,515 22,357,489 24,592,982 22,636,254 19.42%

Leadership 2,002,018 2,448,097 2,311,932 2,637,543 2,370,316 18.40%

Management 927,266 958,289 1,257,830 1,428,873 1,273,450 37.33%

Personal Finance 309,443 354,302 373,091 489,953 689,848 122.93%

Investments & Securities 307,635 397,665 442,362 592,652 668,681 117.36%

Economics / General 125,973 150,390 279,483 423,684 568,461 351.26%

Finance 180,532 203,893 286,145 328,665 366,917 103.24%



May 3, 2023




SELF HELP 9,763,477 10,673,856 11,013,822 10,974,528 13,361,934 36.86%

Motivational & Inspirational 1,092,184 1,610,148 1,641,523 1,648,294 1,654,200 51.46%

Personal Growth / General 1,565,969 1,561,644 1,697,122 1,434,106 4,433,782 183.13%

Personal Growth / Success 702,547 864,030 908,937 1,105,387 958,789 36.47%

Mood Disorders 242,750 310,980 379,220 369,642 506,115 108.49%

Spiritual 91,205 205,408 151,629 338,025 295,637 224.15%



May 3, 2023




TRAVEL 13,310,159 14,208,196 14,767,898 14,855,788 12,556,553 -5.66%

Europe / Italy 623,981 926,323 1,060,905 976,160 660,134 5.79%

Europe / France 390,616 393,613 547,237 608,248 505,012 29.29%

United States / General 240,054 305,712 339,316 631,339 520,584 116.86%

South America / General 126,901 196,477 243,373 306,164 314,118 147.53%

Reference Guides (General) 579,099 413,580 351,607 400,122 246,451 -57.44%



May 3, 2023


Adult Fiction: Trends (2004 – 2008) (Sales in Thousands – 000s)

2004 2005 2006 2007 2008175,000

180,000

185,000

190,000

195,000

200,000

205,000

210,000

186,942

192,425

198,282202,881

203,678

Adult Fiction5 Year Growth Trend

+ 8.95%



May 3, 2023


Adult Fiction: Key Category Trends (Sales in Thousands – 000s)

2004 2005 2006 2007 20080

10,000

20,000

30,000

40,000

50,000

60,000

70,000

General FictionMystery / De-tective

+ 23.32%

- 12.74%

+ 52.68%



May 3, 2023


Adult Fiction: Key Category Growth (Actual Unit Sales)


GENERAL FICTION 46,915,768 52,998,143 55,957,942 59,835,656 57,857,300 23.32%

Literary 8,625,962 10,743,404 11,644,903 15,669,155 16,057,105 86.15%

Historical 7,271,869 7,348,232 8,120,533 9,408,301 9,025,958 24.12%

Political 433,218 448,420 795,634 736,054 1,116,361 157.69%



May 3, 2023




MYSTERY / DETECTIVE 29,592,578 33,025,416 31,552,605 29,008,299 25,823,514 -12.74%

Women Sleuths 8,635,472 10,407,245 11,032,028 10,408,408 9,450,863 9.44%

General 6,664,586 6,108,951 6,211,803 6,364,584 5,478,409 -17.80%

Espionage 4,831,089 7,012,581 5,182,552 4,874,785 3,832,168 -20.68%

Series 1,428,751 1,333,466 845,860 586,974 497,768 -65.16%



May 3, 2023




COMIC / GRAPHIC NOVELS 8,942,647 11,795,864 13,828,873 14,858,468 13,653,263 52.68%

Manga / General 5,535,674 8,288,032 9,768,198 10,245,397 8,809,063 59.13%

Superheroes 698,863 886,695 1,267,607 1,375,645 1,688,758 141.64%

Science Fiction 236,561 315,160 323,331 311,811 417,767 76.60%

Fantasy 239,778 174,876 217,485 316,405 403,750 68.38%



May 3, 2023


Juvenile: Trends (2004 – 2008) (Sales in Thousands – 000s)

2004 2005 2006 2007 20080

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

180,000

200,000

138,720

162,217 160,403177,976

188,966Juvenile

5 Year Growth Trend

+ 36.22%



May 3, 2023


Audio Books: Trends (2004 – 2008) (Sales in Thousands – 000s)

2004 2005 2006 2007 20080

2,000

4,000

6,000

8,000

10,000

12,000

7,9258,794 8,852

9,884

8,434

Audio Books5 Year Growth Trend

+ 6.42%



May 3, 2023


Audio Books: Key Category Growth (Actual Unit Sales)


AUDIO BOOKS 7,924,841 8,793,911 8,552,458 9,884,030 8,433,689 6.42%

Fantasy & Magic 194,078 559,915 180,168 582,236 173,163 -10.78%

Thrillers 380,209 268,028 311,256 263,694 299,324 -21.27%

Classics 308,179 329,814 285,248 258,305 248,855 -19.25%

Inspiration / Personal Growth 65,880 65,712 101,278 630,291 450,731 584.17%

Suspense 168,729 77,747 78,908 314,174 299,601 77.56%

Personal Growth / General 140,617 127,542 138,050 121,575 215,974 53.59%



May 3, 2023


Frontlist Growth Trends - % of Category Total (Sales in Thousands – 000s)

2004 YTD 2005 YTD 2006 YTD 2007 YTD 2008 YTD0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

Adult Non-FictionAdult FictionJuvenile

+ 61.21%

+ 9.54%

55%57%

57%56%56%


+ 13.18%40% 42%

42% 41%43%

36%36%32%34%31%


May 3, 2023


Backlist Growth Trends - % of Category Total(Sales in Thousands – 000s)


20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

180,000

200,000

Adult Non-FictionAdult FictionJuvenile

+8.20%

+25.22%

60%58% 58% 57% 59%

69%66% 68% 64% 64%

43% 44%45% 43%44%


+9.65%


May 3, 2023


Key Format Growth Trends - % of Total Sales(Sales in Thousands – 000s)


50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

450,000

Trade Paper

Hardcover

Mass Market

+ 14.28%

- 9.76%

48%50%

52%51%52%

24%24%25%

24%25%

21%16%16%17%18%


+ 24.09%


May 3, 2023


Top 10 DMAs: Sales Trends (2004 – 2008)(Sales in Thousands – 000s)

DMA 2004 YTD 2005 YTD 2006 YTD 2007 YTD 2008 YTD Rate of Growth

New York, NY 60,153 59,287 61,036 64,365 64,513 7.25%

Los Angeles, CA 38,422 38,914 39,779 41,672 41,021 6.76%

SF-Okland-San Jose 26,145 25,784 26,619 27,770 26,747 2.30%

Chicago, IL 24,463 24,543 25,440 26,488 25,872 5.76%

Boston, MA 24,135 23,719 24,766 25,313 24,990 3.54%

Washington, DC 22,495 23,716 24,978 25,604 24,565 9.20%

Philadelphia, PA 23,160 23,587 24,145 24,766 24,441 5.53%

Seattle-Tacoma, WA 15,944 16,619 17,464 18,560 18,366 15.19%

Denver, CO 14,650 12,781 13,038 13,921 13,912 -5.04%

Atlanta, GA 12,065 12,708 13,292 14,497 14,547 20.57%

TOTAL (All DMAs) 665,218 709,796 721,213 757,642 756,070 13.66%



May 3, 2023



CURRENT TRENDS BY CATEGORY

Q1: 2008 vs. 2009


May 3, 2023


Adult Non-Fiction: Current Trends (Q1: 2008 vs. 2009)

(Sales in Thousands – 000s)


0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

20082009

+ 4.86%

+ 8.96%

- 18.78%

ANF Trend

- 8.37%

- 7.53%- 10.13%

** Data includes Non-Traditional Sales

May 3, 2023


Adult Fiction: Current Trends (Q1: 2008 vs. 2009)



0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

20082009- 33.72%

+ 68.53%

+ 27.90%

AF Trend

- 0.33%

- 19.85%

+ 1.51%

- 3.38%


May 3, 2023


Juvenile: Current Trends (Q1: 2008 vs. 2009)



Juvenile Fiction Juvenile Non-Fiction0

5,00010,00015,00020,00025,00030,00035,00040,00045,000

20082009

+ 10.43% JUV Trend

+ 8.85%

+ 2.48%


May 3, 2023


Strategic Development, 2009

As the recognized industry source for POS data, BookScan’s reach is comprehensive and growing. One of the ways in which we are working to enhance our services is to integrate ebook POS into our system. Ebooks will be treated as a separate “binding” type, alongside hardcover, trade paperback, mass market, etc.

We have reached out to ebook retailers to participate as reporting partners in our ebook panel. We ask that you speak to your ebook retailers about BookScan.


May 3, 2023



Thank You

For reference, contact Jim [email protected]


3- Making Information Pay 2009 -- KING, JIM (Nielsen BookScan)

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Transcript of 3- Making Information Pay 2009 -- KING, JIM (Nielsen BookScan)