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3- Making Information Pay 2009 -- KING, JIM (Nielsen BookScan)
 

3- Making Information Pay 2009 -- KING, JIM (Nielsen BookScan)

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Presentation Title: "The Retail Perspective: What's up? What's down?". Presented May 7, 2009 at BISG's 6th annual Making Information Pay conference (http://www.bisg.org/conferences/mip6.html).

Presentation Title: "The Retail Perspective: What's up? What's down?". Presented May 7, 2009 at BISG's 6th annual Making Information Pay conference (http://www.bisg.org/conferences/mip6.html).

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    3- Making Information Pay 2009 -- KING, JIM (Nielsen BookScan) 3- Making Information Pay 2009 -- KING, JIM (Nielsen BookScan) Presentation Transcript

    • The Retail Perspective: What’s Up? What’s Down? Confidential & Proprietary Copyright © 2007 The Nielsen Company
    • BookScan Facts • BookScan has been capturing POS book data since January 2001 • Our book sales data is collected weekly from over 12,000 locations nationwide (reporting panel on next slide), including national chains, independents, college bookstores, Internet, discounters and food chain retailers. • We process nearly 500,000 unique ISBNs each week • Our data represents end-user consumer sales; we do not capture wholesale, institution or book club sales transactions Confidential & Proprietary Copyright © 2007 The Nielsen Company Making Information Pay May 8, 2009 Page 2 2009
    • BookScan – Data Providers • Comprised of 3 “Strata” of retail reporters • “Non-Traditional” added at start of 2008 Non-Traditional Discount and Other Retailers Kroger Amazon.com B. Dalton Barbara’s Bookstores Stop & Shop B&N.com Shopko Books-A-Million.com Barnes & Noble Toys “R” Us Borders.com Books-A-Million (BAM) Babies “R” Us Buy.com Borders Starbucks (formerly in D/O) CNI Deseret Book Company CEORead.com Hastings Cornerstone Hudson News (new for 2009) Costco Walden Books K-Mart General Independents NBC.com Follett College Stores** One World Enterprises Powells.com ** Census (Trade) Stretch the Skies Target Confidential & Proprietary Copyright © 2007 The Nielsen Company Making Information Pay May 8, 2009 Page 3 2009
    • Adult Non-Fiction: Trends (2004 – 2008) (Sales in Thousands – 000s) Adult Non-Fiction 320,000 5 Year Growth Trend 311,429 310,000 + 11.08% 300,609 299,364 300,000 288,253 290,000 280,000 269,512 270,000 260,000 250,000 240,000 2004 2005 2006 2007 2008 ** Note: For YOY analysis, Non-Traditional strata data has been removed from 2008. Confidential & Proprietary Copyright © 2007 The Nielsen Company Making Information Pay May 8, 2009 Page 4 2009
    • Adult Non-Fiction: Key Category Trends (Sales in Thousands – 000s) 35,000 + 34.09% 30,000 25,000 + 19.42% 20,000 + 36.86% 15,000 - 5.66% 10,000 Bio / Auto 5,000 Business 0 Self-Help 2004 2005 2006 2007 2008 Travel ** Note: For YOY analysis, Non-Traditional strata data has been removed from 2008. Confidential & Proprietary Copyright © 2007 The Nielsen Company Making Information Pay May 8, 2009 Page 5 2009
    • Adult Non-Fiction: Key Category Growth (Actual Unit Sales) Category 2004 2005 2006 2007 2008 5 Year Trend BIOGRAPHY/ 22,838,543 25,671,510 27,172,353 31,681,199 30,623,521 34.09% AUTOBIOGRAPHY Personal Memoirs 782,054 820,670 1,548,619 4,557,554 5,217,529 567.16% Literary 1,497,823 1,869,179 2,264,419 1,797,084 1,131,867 -24.43% Travelers 295,065 419,178 539,675 3,171,659 1,819,097 516.51% Political 861,793 614,247 622,573 996,135 1,349,629 56.61% Cultural Heritage 482,367 611,405 596,204 609,838 1,330,200 175.77% ** Note: For YOY analysis, Non-Traditional strata data has been removed from 2008. Confidential & Proprietary Copyright © 2007 The Nielsen Company Making Information Pay May 8, 2009 Page 6 2009
    • Adult Non-Fiction: Key Category Growth (Actual Unit Sales) Category 2004 2005 2006 2007 2008 5 Year Trend BUSINESS 18,955,708 22,157,515 22,357,489 24,592,982 22,636,254 19.42% Leadership 2,002,018 2,448,097 2,311,932 2,637,543 2,370,316 18.40% Management 927,266 958,289 1,257,830 1,428,873 1,273,450 37.33% Personal Finance 309,443 354,302 373,091 489,953 689,848 122.93% Investments & 307,635 397,665 442,362 592,652 668,681 117.36% Securities Economics / 125,973 150,390 279,483 423,684 568,461 351.26% General Finance 180,532 203,893 286,145 328,665 366,917 103.24% ** Note: For YOY analysis, Non-Traditional strata data has been removed from 2008. Confidential & Proprietary Copyright © 2007 The Nielsen Company Making Information Pay May 8, 2009 Page 7 2009
    • Adult Non-Fiction: Key Category Growth (Actual Unit Sales) Category 2004 2005 2006 2007 2008 5 Year Trend SELF HELP 9,763,477 10,673,856 11,013,822 10,974,528 13,361,934 36.86% Motivational & 1,092,184 1,610,148 1,641,523 1,648,294 1,654,200 51.46% Inspirational Personal Growth / 1,565,969 1,561,644 1,697,122 1,434,106 4,433,782 183.13% General Personal Growth / 702,547 864,030 908,937 1,105,387 958,789 36.47% Success Mood Disorders 242,750 310,980 379,220 369,642 506,115 108.49% Spiritual 91,205 205,408 151,629 338,025 295,637 224.15% ** Note: For YOY analysis, Non-Traditional strata data has been removed from 2008. Confidential & Proprietary Copyright © 2007 The Nielsen Company Making Information Pay May 8, 2009 Page 8 2009
    • Adult Non-Fiction: Key Category Growth (Actual Unit Sales) Category 2004 2005 2006 2007 2008 5 Year Trend TRAVEL 13,310,159 14,208,196 14,767,898 14,855,788 12,556,553 -5.66% Europe / Italy 623,981 926,323 1,060,905 976,160 660,134 5.79% Europe / France 390,616 393,613 547,237 608,248 505,012 29.29% United States / 240,054 305,712 339,316 631,339 520,584 116.86% General South America / 126,901 196,477 243,373 306,164 314,118 147.53% General Reference Guides 579,099 413,580 351,607 400,122 246,451 -57.44% (General) ** Note: For YOY analysis, Non-Traditional strata data has been removed from 2008. Confidential & Proprietary Copyright © 2007 The Nielsen Company Making Information Pay May 8, 2009 Page 9 2009
    • Adult Fiction: Trends (2004 – 2008) (Sales in Thousands – 000s) Adult Fiction 203,678 205,000 202,881 5 Year Growth Trend 198,282 200,000 + 8.95% 195,000 192,425 190,000 186,942 185,000 180,000 175,000 2004 2005 2006 2007 2008 ** Note: For YOY analysis, Non-Traditional strata data has been removed from 2008. Confidential & Proprietary Copyright © 2007 The Nielsen Company Making Information Pay May 8, 2009 Page 10 2009
    • Adult Fiction: Key Category Trends (Sales in Thousands – 000s) 70,000 60,000 + 23.32% 50,000 40,000 30,000 - 12.74% 20,000 + 52.68% 10,000 General Fiction 0 Mystery / Detective 2004 2005 2006 2007 2008 Graphic Novels ** Note: For YOY analysis, Non-Traditional strata data has been removed from 2008. Confidential & Proprietary Copyright © 2007 The Nielsen Company Making Information Pay May 8, 2009 Page 11 2009
    • Adult Fiction: Key Category Growth (Actual Unit Sales) Category 2004 2005 2006 2007 2008 5 Year Trend GENERAL FICTION 46,915,768 52,998,143 55,957,942 59,835,656 57,857,300 23.32% Literary 8,625,962 10,743,404 11,644,903 15,669,155 16,057,105 86.15% Historical 7,271,869 7,348,232 8,120,533 9,408,301 9,025,958 24.12% Political 433,218 448,420 795,634 736,054 1,116,361 157.69% ** Note: For YOY analysis, Non-Traditional strata data has been removed from 2008. Confidential & Proprietary Copyright © 2007 The Nielsen Company Making Information Pay May 8, 2009 Page 12 2009
    • Adult Fiction: Key Category Growth (Actual Unit Sales) Category 2004 2005 2006 2007 2008 5 Year Trend MYSTERY / 29,592,578 33,025,416 31,552,605 29,008,299 25,823,514 -12.74% DETECTIVE Women Sleuths 8,635,472 10,407,245 11,032,028 10,408,408 9,450,863 9.44% General 6,664,586 6,108,951 6,211,803 6,364,584 5,478,409 -17.80% Espionage 4,831,089 7,012,581 5,182,552 4,874,785 3,832,168 -20.68% Series 1,428,751 1,333,466 845,860 586,974 497,768 -65.16% ** Note: For YOY analysis, Non-Traditional strata data has been removed from 2008. Confidential & Proprietary Copyright © 2007 The Nielsen Company Making Information Pay May 8, 2009 Page 13 2009
    • Adult Fiction: Key Category Growth (Actual Unit Sales) Category 2004 2005 2006 2007 2008 5 Year Trend COMIC / GRAPHIC 8,942,647 11,795,864 13,828,873 14,858,468 13,653,263 52.68% NOVELS Manga / General 5,535,674 8,288,032 9,768,198 10,245,397 8,809,063 59.13% Superheroes 698,863 886,695 1,267,607 1,375,645 1,688,758 141.64% Science Fiction 236,561 315,160 323,331 311,811 417,767 76.60% Fantasy 239,778 174,876 217,485 316,405 403,750 68.38% ** Note: For YOY analysis, Non-Traditional strata data has been removed from 2008. Confidential & Proprietary Copyright © 2007 The Nielsen Company Making Information Pay May 8, 2009 Page 14 2009
    • Juvenile: Trends (2004 – 2008) (Sales in Thousands – 000s) Juvenile 188,966 200,000 5 Year Growth Trend 177,976 180,000 162,217 160,403 + 36.22% 160,000 138,720 140,000 120,000 100,000 80,000 60,000 40,000 20,000 0 2004 2005 2006 2007 2008 ** Note: For YOY analysis, Non-Traditional strata data has been removed from 2008. Confidential & Proprietary Copyright © 2007 The Nielsen Company Making Information Pay May 8, 2009 Page 15 2009
    • Audio Books: Trends (2004 – 2008) (Sales in Thousands – 000s) Audio Books 12,000 5 Year Growth Trend 9,884 10,000 + 6.42% 8,852 8,794 8,434 7,925 8,000 6,000 4,000 2,000 0 2004 2005 2006 2007 2008 ** Note: For YOY analysis, Non-Traditional strata data has been removed from 2008. Confidential & Proprietary Copyright © 2007 The Nielsen Company Making Information Pay May 8, 2009 Page 16 2009
    • Audio Books: Key Category Growth (Actual Unit Sales) Category 2004 2005 2006 2007 2008 5 Year Trend AUDIO BOOKS 7,924,841 8,793,911 8,552,458 9,884,030 8,433,689 6.42% Fantasy & Magic 194,078 559,915 180,168 582,236 173,163 -10.78% Thrillers 380,209 268,028 311,256 263,694 299,324 -21.27% Classics 308,179 329,814 285,248 258,305 248,855 -19.25% Inspiration / Personal 65,880 65,712 101,278 630,291 450,731 584.17% Growth Suspense 168,729 77,747 78,908 314,174 299,601 77.56% Personal Growth / 140,617 127,542 138,050 121,575 215,974 53.59% General ** Note: For YOY analysis, Non-Traditional strata data has been removed from 2008. Confidential & Proprietary Copyright © 2007 The Nielsen Company Making Information Pay May 8, 2009 Page 17 2009
    • Frontlist Growth Trends - % of Category Total (Sales in Thousands – 000s) 160,000 43% 140,000 42% + 13.18% 41% 42% 40% 120,000 + 9.54% 57% 56% 100,000 56% 55% 57% 80,000 36% 36% 32% 34% 60,000 + 61.21% 31% 40,000 Adult Non-Fiction 20,000 Adult Fiction 0 Juvenile 2004 YTD 2005 YTD 2006 YTD 2007 YTD 2008 YTD ** Note: For YOY analysis, Non-Traditional strata data has been removed from 2008. Confidential & Proprietary Copyright © 2007 The Nielsen Company May 8, 2009 Page 18 Making Information Pay 2009
    • Backlist Growth Trends - % of Category Total (Sales in Thousands – 000s) 200,000 57% 58% 59% 58% 180,000 +9.65% 60% 160,000 140,000 64% 64% 68% 66% 120,000 +25.22% 69% 100,000 80,000 +8.20% 44% 43% 44% 45% 60,000 43% Adult Non-Fiction 40,000 Adult Fiction 20,000 0 Juvenile 2004 YTD 2005 YTD 2006 YTD 2007 YTD 2008 YTD ** Note: For YOY analysis, Non-Traditional strata data has been removed from 2008. Confidential & Proprietary Copyright © 2007 The Nielsen Company May 8, 2009 Page 19 Making Information Pay 2009
    • Key Format Growth Trends - % of Total Sales (Sales in Thousands – 000s) 450,000 52% 51% 52% 400,000 + 24.09% 50% 48% 350,000 300,000 250,000 25% 24% + 14.28% 200,000 25% 24% 24% 150,000 - 9.76% 21% 100,000 18% 17% 16% 16% Trade Paper 50,000 Hardcover 0 Mass Market 2004 YTD 2005 YTD 2006 YTD 2007 YTD 2008 YTD ** Note: For YOY analysis, Non-Traditional strata data has been removed from 2008. Confidential & Proprietary Copyright © 2007 The Nielsen Company May 8, 2009 Page 20 Making Information Pay 2009
    • Top 10 DMAs: Sales Trends (2004 – 2008) (Sales in Thousands – 000s) DMA 2004 YTD 2005 YTD 2006 YTD 2007 YTD 2008 YTD Rate of Growth New York, NY 60,153 59,287 61,036 64,365 64,513 7.25% Los Angeles, CA 38,422 38,914 39,779 41,672 41,021 6.76% SF-Okland-San Jose 26,145 25,784 26,619 27,770 26,747 2.30% Chicago, IL 24,463 24,543 25,440 26,488 25,872 5.76% Boston, MA 24,135 23,719 24,766 25,313 24,990 3.54% Washington, DC 22,495 23,716 24,978 25,604 24,565 9.20% Philadelphia, PA 23,160 23,587 24,145 24,766 24,441 5.53% Seattle-Tacoma, WA 15,944 16,619 17,464 18,560 18,366 15.19% Denver, CO 14,650 12,781 13,038 13,921 13,912 -5.04% Atlanta, GA 12,065 12,708 13,292 14,497 14,547 20.57% TOTAL (All DMAs) 665,218 709,796 721,213 757,642 756,070 13.66% ** Note: For YOY analysis, Non-Traditional strata data has been removed from 2008. Confidential & Proprietary Copyright © 2007 The Nielsen Company May 8, 2009 Page 21 Making Information Pay 2009
    • CURRENT TRENDS BY CATEGORY Q1: 2008 vs. 2009 Confidential & Proprietary Copyright © 2007 The Nielsen Company Making Information Pay May 8, 2009 Page 22 2009 Confidential & Proprietary Copyright © 2007 The Nielsen Company
    • Adult Non-Fiction: Current Trends (Q1: 2008 vs. 2009) (Sales in Thousands – 000s) 8,000 ANF Trend - 7.53% - 10.13% 7,000 - 8.37% 6,000 5,000 - 18.78% 4,000 + 4.86% 2008 3,000 2009 + 8.96% 2,000 1,000 0 Cooking / Humor Travel Business / Biography / Entertaining Economics Autobiography ** Data includes Non-Traditional Sales Confidential & Proprietary Copyright © 2007 The Nielsen Company Making Information Pay May 8, 2009 Page 23 2009
    • Adult Fiction: Current Trends (Q1: 2008 vs. 2009) (Sales in Thousands – 000s) 16,000 AF Trend - 3.38% 14,000 - 0.33% 12,000 + 1.51% 10,000 - 19.85% 8,000 + 27.90% 2008 6,000 2009 - 33.72% 4,000 + 68.53% 2,000 0 Occult / Religion Suspense / Mystery / Romance General Psychological Thrillers Detective Fiction / Horror ** Data includes Non-Traditional Sales Confidential & Proprietary Copyright © 2007 The Nielsen Company Making Information Pay May 8, 2009 Page 24 2009
    • Juvenile: Current Trends (Q1: 2008 vs. 2009) (Sales in Thousands – 000s) 45,000 JUV Trend + 10.43% 40,000 + 8.85% 35,000 30,000 25,000 20,000 2008 15,000 2009 + 2.48% 10,000 5,000 0 Juvenile Fiction Juvenile Non-Fiction ** Data includes Non-Traditional Sales Confidential & Proprietary Copyright © 2007 The Nielsen Company Making Information Pay May 8, 2009 Page 25 2009
    • Strategic Development, 2009 As the recognized industry source for POS data, BookScan’s reach is comprehensive and growing. One of the ways in which we are working to enhance our services is to integrate ebook POS into our system. Ebooks will be treated as a separate “binding” type, alongside hardcover, trade paperback, mass market, etc. We have reached out to ebook retailers to participate as reporting partners in our ebook panel. We ask that you speak to your ebook retailers about BookScan. Confidential & Proprietary Copyright © 2007 The Nielsen Company Making Information Pay May 8, 2009 Page 26 2009
    • Thank You For reference, contact Jim King Jim.King@nielsen.com Confidential & Proprietary Copyright © 2007 The Nielsen Company Making Information Pay May 8, 2009 Page 27 2009 Confidential & Proprietary Copyright © 2007 The Nielsen Company