Evaluation shows mixed picture for World Book Day 2010

<p>Adult fiction volume sales during the World Book Day week rose by 3%, boosted by the inaugural &#39;Buy One Give One Free&#39; initiative, according to an evaluation prepared by Book Marketing Limited and Nielsen BookScan. But sales of the WBD titles were down, while library participation dropped by a fifth. </p><p>Overall sales of the World Book Day &pound;1 books were down 13.5% year on year, selling 624,285 in the seven week WBD period (week beginning 8th February to week beginning 22nd March inclusive), compared with 722,000 in 2009. </p><p>However the evaluation concluded that WBD contributed to maintaining the children&#39;s book market volume through the seven-week period, with the children&#39;s market down just 2.8% as against a 5.6% drop across all books in the Total Consumer Market.</p><p>During the World Book Day week itself, which runs from 1st March, adult fiction sales rose to 1.38m from 1.35m. No figures for the value of sales were given. </p><p>Retailer numbers were steady with 3,000 stores, as participation by Mothercare made up for the loss of Borders and Hughes &amp; Hughes. Schools participation was up three percentage points to 96%. However library participation dropped a full 22% to 78%, with the retail focus of this year&#39;s campaign thought to be a factor.</p><p>WBD chair Victoria Barnsley said: &quot;This year World Book Day had a higher profile than ever before, generating more column inches in both print and online media. The &pound;1 books boosted the children&#39;s market by nearly a third in just one week, helping to buck the current general downward trend of the TCM.&quot; </p><p>She added: &quot;I was particularly pleased with two major new initiatives this year - the adult books Buy One Give one Free campaign meant that Book Day offered something to everyone, and more than a million children heard their favourite authors in the new Read to a Million Kids storytelling campaign. They were both great success stories.&quot;</p><p>Penguin General m.d. Joanna Prior has been appointed vice chair for 2011, supporting incoming chair Rachel Russell, business unit director for books at W H Smith.</p>