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Bloomsbury has tripled its UK e-book sales in the space of a year, following a seasonal advertising campaign targeted at people receiving e-readers as gifts.
Although it did not release exact figures, the publisher said its year-on-year e-books sales in the UK had tripled from 2011 to 2012, while internationally, the campaign “reached more than a million readers”.
The best-selling title was Throne of Glass by Sarah J Maas, a YA title which has now sold more than 500,000 copies, with sales increasing four-fold in December. A sequel will be released next summer.
Bloomsbury’s Christmas online campaign launched on 25th December, with a dedicated website, justgreatreads.com, as well as an advertising campaign on social media and banner adverts on the Guardian and New York Times websites. Running for three weeks, and aimed at people who were looking for content for new e-readers and tablets, the campaign is promoting all of Bloomsbury’s titles for which the publisher holds international English rights, including Restless by William Boyd and The Suspicions of Mr Whicher by Kate Summerscale.
Bloomsbury said it will continue its global e-book promotion under the Great Reads branding, with a “New Year, New You” e-book promotion launching on 7th January.
When Bloomsbury released its half-year results in October, it showed a strong digital performance in the six months ending 31st August 2012. E-book sales were up 89% year on year to £4.5 million from £2.4 million, representing 10% of total turnover, compared to 6% the previous year, and 15% of the adult division.