Presentation Title: "Using Data". Presented May 7, 2009 at BISG's 6th annual Making Information Pay conference (http://www.bisg.org/conferences/mip6.html).

1. Using data.
David Thompson
MIP May 2009

2. Using Nielsen Bookscan and Bowker
PubTrack Consumer internally.
No more myths, half-truths and distortions.
Well, okay they aren’t all going away, but at least it’s a start…
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3. Overall, the US book market is down 1.2% in 2009
US
% change in units sold
Total Market -1.2% -3.4%*
Category
• Adult -5.1%
-Adult Fiction +0.5%
-Adult Non-Fiction -8.7%
• Juvenile +12.8% +2.9%*
Format (adult only)
• Hardcover -6.5%
• Trade Paperback -6.4%
• Mass Market +0.2%
* Excluding all Stephenie Meyer titles
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Source: Nielsen BookScan website

4. Book Awareness for Adult Books Purchased in 2008
Harper Hachette Harlequin Macmillian Penguin RH S&S
Advertisement 10.5% 12.8% 4.4% 9.0% 10.9% 8.4% 9.3%
...Magazine ad 2.3% 0.9% 0.5% 0.7% 2.8% 0.8% 0.6%
...Newspaper ad 0.6% 0.9% 0.5% 0.2% 0.3% 0.4% 1.2%
...TV/Radio ad 1.5% 1.9% 0.0% 0.4% 1.1% 1.0% 1.0%
...Online/Internet ad 4.3% 6.3% 2.0% 5.7% 5.0% 4.1% 4.7%
...Received email from retailer 1.8% 2.8% 1.4% 2.1% 1.7% 2.0% 1.8%
Best seller list 5.6% 8.6% 1.5% 3.9% 5.5% 4.4% 5.2%
Book fair 1.1% 1.3% 1.1% 1.6% 1.2% 1.3% 0.4%
Book review (not online) 2.7% 3.7% 1.0% 2.2% 3.4% 3.8% 3.7%
Online: book review 5.9% 4.9% 1.3% 7.7% 6.2% 7.5% 5.5%
Online: forums, blogs, Google 1.7% 1.1% 0.2% 1.9% 0.7% 1.4% 1.1%
Online: author's personal website 5.3% 3.4% 4.5% 3.3% 4.3% 3.6% 3.8%
Online: publisher's website 0.5% 0.5% 7.1% 0.8% 1.1% 0.7% 0.8%
Direct mail/catalog 3.4% 5.1% 21.5% 5.5% 3.8% 4.2% 4.9%
Recommendation from a friend 12.6% 8.2% 5.7% 9.9% 10.4% 12.1% 11.5%
Recipient asked for item 2.6% 2.1% 1.5% 3.6% 3.2% 3.1% 4.1%
Saw/heard author on radio/TV 3.8% 1.9% 0.0% 2.1% 1.9% 2.9% 4.6%
Saw/heard author in person 1.0% 0.2% 0.1% 0.3% 0.2% 0.3% 0.7%
School materials 1.3% 0.5% 0.0% 2.2% 1.8% 1.2% 1.5%
Store display 41.7% 45.7% 50.1% 46.0% 45.4% 44.9% 43.1%
Source: Bowker PubTrack Consumer 4

5. Book Awareness - Adult Books Purchased in 2008
Top 6 Trade Publishers, Source: PubTrack Consumer
Advertisement 10.2%
Best seller list 4.0%
Book fair 1.1%
Book review (not online) 3.2%
Direct mail/catalog 6.6%
Online: author's personal website 3.5%
Online: book review 6.7%
Online: forums, blogs, Google, Yahoo 1.5%
Online: publisher's website 1.2%
Recipient asked for item 3.4%
Recommendation from a friend 9.7%
Saw/heard author in person 0.6%
Saw/heard author on radio/TV 2.1%
School materials 1.8%
Store display 44.4%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
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6. Book Awareness - Advertisement Breakdown
...Received email from
2.1%
retailer
...Online/Internet ad 5.4%
...TV/Radio ad 0.9%
...Newspaper ad 0.6%
...Magazine ad 1.2%
0% 1% 2% 3% 4% 5% 6% 7% 8% 9% 10%
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7. Book Awareness - Adult Books 2008, All Online Combined
Best seller list 4.0%
Book fair 1.1%
Book review (not online) 3.2%
Direct mail/catalog 6.6%
Magazine ad 1.2%
Newspaper ad 0.6%
Online Total 18.2%
Recipient asked for item 3.4%
Recommendation from a friend 9.7%
Saw/heard author in person 0.6%
Saw/heard author on radio/TV 2.1%
School materials 1.8%
Store display 44.4%
TV/Radio ad 0.9%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
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8. Using data externally
•A Price Club wanted to know when to carry
Cookbooks.
•A Large Grocery Chain wanted to carry more
Hardcovers.
•A Price Club wanted to drop mass market
paperbacks.
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9. Bookscan and seasonality
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10. 4 year average - Bookscan weekly POS for COOKBOOKS
900,000
800,000
700,000
600,000
500,000
400,000
300,000
200,000
100,000
0
1/7
2/4
3/4
4/1
7/8
8/5
9/2
1/21
2/18
3/18
4/15
4/29
5/13
5/27
6/10
6/24
7/22
8/19
9/16
9/30
12/9
10/14
10/28
11/11
11/25
12/23
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11. 100,000
120,000
140,000
160,000
180,000
200,000
20,000
40,000
60,000
80,000
0
1/7
1/14
1/21
1/28
2/4
2/11
2/18
2/25
3/4
3/11
3/18
3/25
4/1
4/8
4/15
4/22
4/29
5/6
5/13
5/20
5/27
6/3
excludes 4th quarter
6/10
6/17
6/24
7/1
7/8
7/15
7/22
7/29
4 year average - Bookscan weekly POS for COOKBOOKS
8/5
8/12
8/19
8/26
9/2
9/9
9/16
9/23
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9/30

12. Grocery Stores and Books
•“Shopping for other items anyway.”
•“Convenient location.”
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13. Book Awareness - Adult Books purchased at Grocery Stores
Source: Bowker PubTrack Consumer
Best seller list 5.5%
Book fair 0.2%
Book review (not online) 1.8%
Direct mail/catalog 0.4%
2.3%
Magazine ad
0.6%
Newspaper ad
2.3%
Online Total
Recipient asked for item 1.0%
Recommendation from a friend 5.5%
Saw/heard author in person 0.1%
Saw/heard author on radio/TV 0.6%
0.1%
School materials
78.5%
Store display
1.3%
TV/Radio ad
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
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14. Adult Books Purchased at
Grocery Stores
• 75% were purchased by women
• 83% were impulse purchases
• 83% were fiction
Source: Bowker PubTrack Consumer
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15. Mass Market demographics
• 72% were purchased by women
• 70% were impulse purchases
• @ 80% were fiction
Source: Bowker PubTrack Consumer
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16. Adult Books Purchased in Bookscan Non-Traditional Accounts*
Source: Nielsen Bookscan * = Kroger, Shopko, HEB, Stop & Shop, etc
90%
84%
83%
80%
Hardcover
Paperback
70%
60%
50%
40%
30%
17% 16%
20%
10%
0%
2008 2009 YTD
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17. Bookscan Info for a Grocery Chain
Non-Trad Channel
2008 YTD 2009 YTD cng
Adult Fiction HC 378 336 -11.1%
Adult Fiction MM 2,176 2,163 -0.6%
Adult Fiction TR 215 211 -1.9%
Non Trad Fiction 2,769 2,710 -2.1%
Adult NF HC 218 144 -33.9%
Adult NF MM 111 86 -22.5%
Adult NF TR 327 315 -3.7%
Non Trad NF 656 545 -16.9%
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18. Price Clubs and Mass Market
paperbacks
•“Shopping for other items anyway.”
•“Price.”
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19. Mass Market Books Purchased by Income Range
Source: Bowker PubTrack Consumer
40%
34%
35%
30%
60%
25%
20% 18%
14%
15%
12% 11% 11%
10%
5%
0%
<$25,000 $25,000 - $35,000 - $50,000 - $75,000 - $100,000+
$34,999 $49,999 $74,999 $99,999
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20. Retail Link Data
The Market Basket for a Mass Market Paperback
has on average:
•Hardcovers in 0% of baskets.
•Trade Paperbacks in 0% of baskets.
•Other MM paperbacks in @ 40% of baskets.
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21. Retail Link Data
•THE YANKEE YEARS average market basket was
$73, and had other books in less than 1% of the
baskets.
•HIDE by Lisa Gardner in mass market – average
market basket was $79 and had other mass market
books in 47% of the baskets.
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23. The end.
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