BA Conference: Don't lose light buyers, McClellan warns

<p>Andrew McClellan, senior fiction buyer at W H Smith, said the trade needed to "break out of the 'one-third' market" with year-round communications targeting light book buyers.</p><p>He told delegates at the conference that books were "in danger of becoming the new Marmite" as consumers were being segmented into "love them" and "hate them" camps. "The size of the population we are not hitting cannot be ignored."</p><p>Of the 48 million adults in the UK, a third did not buy a single book in 2005, said McClellan. A further third bought one or two books. But only 25% of non-book buyers do no...

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