My OperaChristmas toys Authors Battle It Out For Christmas Sales
Monday, September 13, 2010 2:58:42 AM
The publishing world heats up with over 800 hardback titles are released on the same day (1st of October) in the UK as publishers fight for a place in the Christmas bestseller lists. With bookmakers are now offering odds on the rivals for the number one bestseller this Christmas.
Publishers are now starting to see the run into the festive season in a very similar way to the pop music Charts and, when you look at the facts, it's not hard to see why the Christmas run in is a vital period for the book industry.
Nielsen BookScan figures, report that 20% of book sales (by value) are made in the December period. Last year saw over 1,000 hardbacks published in the same period, with a further 2,000 paperbacks, audio books and ebooks being publishes at the same time.
The differences between the music industry and the publishing industry is that books have a lot longer run in, with the key launch date being October 1st. Which would see the vast majority of music, on it way out of the chart by Christmas if they went for such an early release date. Reasons for this are that books both have a longer lifespan, and that books rely much more heavily upon word of mouth and recommendations to generate sales. A later date like the 1st of November would see books having a risk of not being able to generate the momentum required before the Christmas period.
Seeing triple the number of books coming out this week, publishers face a tough challenge in getting their products noticed. With finite promotional space available, its is only the most popular books from the best known authors which are going to get the promotional help they require.
A quote from Carole Tomkinson, from HarperCollins "If you get in the top five slot the retailers give you twice as much space, they push the book, they put it in their ads.Our retailers really support the books that are the most successful, and success multiplies success."
So who is likely to be the best selling book this year? Fiction titles from Cecelia Ahern, Bernard Cornwell, Stieg Larsson and Audrey Niffenegger (author of The Time Traveler's Wife) are expected to do well. Some books have been release before "Super Thursday", Dan Browns Lost symbol was sold last month and did extremely well break records in its first 36 hours.
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