You are viewing your 1 free article this month. Login to read more articles.
The book industry needs to work together to increase book sales and avoid the effects of an "exceedingly tough" retail market, the outgoing BA president has claimed.
Graham Rand told delegates at the Book Industry Conference in Cambridge that the trade needed to unite to promote the pan-industry marketing initiative, which will be unveiled tomorrow. He said: "This may not be the first time that the idea of a trade-wide market initiative has been debated, but arguably the need has never been greater. If it is going to work, if it going to sell more books, then everyone has to get behind it. "
Rand said that a marginal decline in book sales masked the fact that some channels were outperforming others. Quoting figures from Nielsen BookScan's Total Consumer Market, Rand said that the market was 0.4% down year-on-year for the year to date.
He said: "There are many industries that would be delighted if their performance were in line with these figures. But what these figures don't reveal is that some channels to market are doing really quite well, while others are struggling. It seems to be that online sellers are the clear winners at the moment, with the high street under pressure." He predicted that in 2009 the market would be "slightly up". But he added "it will be an exceedingly tough year".
Rand warned that consumers were being more cautious. He said: "The savvy consumer has twigged that there is a difference between 'cheap' and 'value'. In our business, this might mean less experimental purchasing and impulse buying. The value-oriented consumer will be more careful now."
Rand, whose position of Bertrams commercial director was made redundant at the end of January, said: "Twelve months ago, the downturn was just kicking off and, although it all looked worrying, the bad times hadn't really started. "Now, good and experienced people in the book trade are losing their jobs even from well-established companies."
Rand also said that one of the challenges the industry faced was the demise of Richard and Judy's Book Club. He said: "Nature and the book trade abhor a vacuum and I am confident a successor to R & J, in some form, will come along and the BA & PA will support any new development."
He also urged publishers to co-operate with booksellers in providing digital content. "We have almost reached the famous 'tipping point' when consumers will start to buy e-books in significant numbers." Referring to Random House's iPhone application, where readers can download digital editions of bestsellers, he added: "Booksellers want to be in on the act so that they can obtain with ease—and supply—the relevant formats. So publishers, please work with us—your core market—to develop this new market."
Staying with digital issues, he said there was "increasing concern" at the Booksellers Association about the implications of the Google Settlement. Under the settlement, which has yet to be formally approved by a US court, US users will be able to search and preview some seven million scanned titles, with an option to buy. The internet search engine will scan out of print titles unless a rights holder tells them otherwise. Rights holders of "in print" books must opt into the settlement if they wish to be included in Google's Book Search offering.
Rand advised publishers to be cautious. He said: "My hope is that publishers will claim their titles and turn off all 'Display Uses' pending a clearer vision of how the market for digital works will develop. This does not prevent publishers from changing their minds later but it should ensure you remain in control."