The Bookseller.com

18th May 2008

Displays now main factor in book sales

08.05.08 Joel Rickett

Retail displays and media coverage have overtaken word-of-mouth buzz as the main drivers for book sales, according to new research commissioned by The Bookseller.

The research, carried out by consumer insight agency Next Big Thing, surveyed more than 1,000 people across the UK. It found that more than a quarter of people (26%) now get their information about new books and authors from instore displays.

The second main inspiration for book purchases was newspaper and magazine reviews (14%), followed by mentions on television or radio (13%). Then come recommendations from friends and family (12%). Around 9% of people rely on internet recommendations, but only 2% choose books on the advice of shop staff or librarians.

The findings overturn conven–tional wisdom that word of mouth is the most powerful tool for creating bestsellers. In 2005 a survey of 1,000 people by Book Marketing Ltd found 25% of respondents had bought their last book on the basis of a recommendation from a friend.

The survey forms part of Reading the Future, a major consumer trends report to celebrate the 150th anniversary of The Bookseller. Other areas covered include cover design, discounting, formats, browsing behaviour and emerging genres.Results will be viewed by people’s age, social group and current reading habits, and put in the context of wider cultural and economic patterns.

The Reading the Future report will be launched on Thursday 12th June at a conference held at the London Stock Exchange. A panel including Transworld publisher Bill Scott-Kerr, Book People c.e.o. Seni Glaister and Foyles c.e.o. Sam Husain will discuss its implications for the book industry.

For more information see the Reading the Future brochure.

Download a booking form at www.thebookseller.com/seminars

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