Table of Contents
Issues in the Market
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- Key issues
- Definition
- Abbreviations
Future Opportunities
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- Embracing the local
- Stand up for the value of books
- So little time, so much to do
Market in Brief
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- Market standing up to recession
- Relative performances – some stars
- Digital comes centre stage
- Consumer attitudes
- The future – forward on a firm foundation
Internal Market Environment
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- Key points
- Reading and buying both up... or so consumers say
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- Figure 1: Trends in reading or buying books in the last month, 2005-09
- What’s on the rise
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- Figure 2: Trends in buying hardback, paperback or audiobooks, 2005-09
- The next generation: Outlook sunny?
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- Figure 3: Trends in books read, 2005-09
- Figure 4: Trends in number of books read and number of books bought, 2005-09
- Media tie-ins – and inspiration
- More promotion from major awards
- Reinforcing commitment
- Groups – offline and on
- Reaching new readers
- More for adults
- Can books be environmentally friendly?
- Progress on the digital front
- Consumers see it differently
Broader Market Environment
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- Key points
- Opportunities to read
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- Figure 5: Passenger rail journeys, by operator, 1981-2007
- Higher education – a builder for the long term
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- Figure 6: Higher education enrolments, by level of study, 2003/04-2007/08
- Needs and means
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- Figure 7: Structure of the UK adult population, by socio-economic group, 2004-14
- Pockets of growth potential
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- Figure 8: Structure of the UK population, by age, 2004-14
- Economy slows
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- Figure 9: GDP, PDI and consumer expenditure at current prices, 2004-14
Competitive Context
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- Key points
- Books more than hold their own
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- Figure 10: Trends in participation in leisure activities, 2005-09
- Direct competition, and opportunity
- Better connections
- The potential for mobile phones
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- Figure 11: Types of activity undertaken online or using a mobile phone, July 2009
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- The digital world: e-book readers
- Other ways to access
- The digital world: iPhone and more
- Tweet tweet
- Print doesn’t stand still
- New publishing models
- Environment aware
Market Overview and Forecast
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- Key points
- Not too downbeat
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- Figure 12: UK total sales of books, by value*, 2004-09
- Major events for good or ill
- E-books emerge from the shadows
- The future – forward on a firm foundation
- More negatively
Segment Performance
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- Key points
- Pricing in a recession
- What about deep discounting?
- Structure and pricing
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- Figure 13: Average book prices*, hardback and paperback, March 2004-March 2009
- Differential contributions
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- Figure 14: Structure of UK books market, by volume and value, 2008
- Sales trends by sector
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- Figure 15: UK sales of books, by type of title, by volume*, 2004-09
- Figure 16: UK sales of books, by type of title, by value*, 2004-09
- Fiction
- The power of the franchise
- Plenty of room for individuality
- Goths and graphics: The cult flourishes
- Non-fiction
- Reader fatigue setting in?
- Greater variety elsewhere
- Children’s
- Creativity brings strength
- Age – appropriate or not?
- The teens are bringing in the numbers
- School/ELT
- Academic and professional
- Audiobooks
- Sales growth, but how much?
- The US comparison
- Key audio players
- Reaching people
- What else?
- New opportunities
- E-books
- How to read an e-book
- Reading on the go
- More innovation
- Putting a value on the market: The future
Market Share
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- Figure 17: Estimated UK market share of major publishing groups, 2004-08
- Not too much shifting
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Companies and Brands
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- Major players
- Dorling Kindersley
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- Figure 18: Dorling Kindersley Limited, 2007-08
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- Figure 19: Dorling Kindersley, breakdown of turnover, by geography, 2007-08
- Hachette UK
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- Figure 20: Hachette UK Limited, 2007-08
- Figure 21: Hachette UK breakdown of sales, by geography, 2007-08
- HarperCollins
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- Figure 22: HarperCollins Publishers Limited, financial performance, 2007-08
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- Figure 23: Harper Collins breakdown of turnover, by geography, 2007-08
- Independent Alliance
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- Figure 24: Independent Alliance, ad spend, 2007-08
- Macmillan
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- Figure 25: Macmillan Publishers Limited, key financial performance, 2006-07
- Figure 26: Macmillan Publishers breakdown of revenue, by geography, 2006-07
- McGraw-Hill
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- Figure 27: McGraw-Hill Education, financial performance, 2007-08
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- Figure 28: McGraw-Hill, breakdown of revenue, by geography, 2007-08
- Oxford University Press
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- Figure 29: Oxford University Press, financial performance, 2007-08
- Pearson PLC
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- Figure 30: Pearson PLC key, financial performance, 2007-08
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- Figure 31: Pearson PLC, breakdown of sales, by geography, 2007-08
- Random House
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- Figure 32: Random House key, financial performance, 2007-08
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- Figure 33: Random House, breakdown of revenue, by geography, 2007-08
- Simon & Schuster
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- Figure 34: Simon & Schuster UK, key financial performance, 2006-07
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- Figure 35: Simon & Schuster, breakdown of revenue, by geography, 2006-07
Channels to Market
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- Key points
- Overview of multiples and online
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- Figure 36: Brief outline of major bookshops, 2009
- The impact of Borders (UK) closing
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- Figure 37: Brief outline of other major retailers, 2009
- Tough for the independents…
- … but they have unique strengths
- What consumers say themselves
Who Reads What?
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- Key points
- Who is buying
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- Figure 38: Number of hardback, paperback and audiobooks bought, 2009
- What dominates the shelves
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- Figure 39: Most popular types of books bought, 2009
- Variations over time
- Untapped potential
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- Figure 40: Readership of books, October 2009
- Reader patterns
- Better growth prospects
- Reader profiles
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- Figure 41: Readership of books, by demographics, October 2009
How and Why People Read
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- Key points
- A book is many things
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- Figure 42: Attitudes towards reading books, October 2009
- Reading for pleasure, and relaxation
- Maybe learning
- And a simple necessity
- The power of recommendations
- What about TV?
- Actual or virtual?
- The main demographic differences
Buying Books
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- Key points
- Pretty solid market, a little conservative?
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- Figure 43: Attitudes towards buying books, October 2009
- Promotions
- How readers vary
- The link with book format
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- Figure 44: Attitudes towards buying books, by readership of books, October 2009
- What readers say themselves
- What readers look for in bookshops
- Reaction to what’s on offer
- The coffee debate
- Use of both bookshops and online
- Appeal of online
- Authors and promotions
Targeting Readers
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- Key points
- Group 1 – the Book Lovers
- Targeting the Book Lovers
- Group 2 – Borrowers and Buyers
- Targeting the Borrowers and buyers
- Group 3 – Read to learn
- Targeting the Read to learn
- Group 4 – Casual Readers
- Targeting the Casual Readers
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- Figure 45: Readership of books, by target groups, October 2009
Appendix – Internal Market Environment
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- Figure 46: Number of hardback books bought, by demographics, 2009
- Figure 47: Number of paperback books bought, by demographics, 2009
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- Figure 48: Number of audiobooks bought, by demographics, 2009
- Figure 49: Trends in types of books like reading, 2005-09
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- Figure 50: Trends in visiting book shop in the last three months, 2005-09
- Figure 51: Trends in how often make purchase online, 2007-09
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- Figure 52: Products bought at an airport in the last 12 months, 2009
- Figure 53: Products bought at an airport in the last 12 months, by demographics, 2009
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- Figure 54: Further products bought at an airport in the last 12 months, by demographics, 2009
- Figure 55: Trends in read or buy books, 2005-09
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- Figure 56: Trends in read or buy books, 2005-09
- Figure 57: Trends in reasons for reading books, 2005-09
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- Figure 58: Trends in book club members from family, 2005-09
- Figure 59: Agreement with I really enjoy reading books, by demographics, 2009
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- Figure 60: Trends in money spend, 2005-09
- Figure 61: Trends in money spend, 2005-09
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- Figure 62: Trends in money spend, 2005-09
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Appendix – Broader Market Environment
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- Figure 63: Domestic passenger transport, by mode of transport, 1981-2007
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Appendix – Segment Performance
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- Figure 64: Average book prices*, hardback, March 2004-March 2009
- Figure 65: Average book prices*, paperback, March 2004-March 2009
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Appendix – Who Reads What
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- Figure 66: Most popular readership of books, by demographics, October 2009
- Figure 67: Next most popular readership of books, by demographics, October 2009
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- Figure 68: Readership of books, October 2009
- Figure 69: Readership of books, by demographics, October 2009
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Appendix – How and Why People Read
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- Figure 70: Most popular attitudes towards reading books, by demographics, October 2009
- Figure 71: Next most popular attitudes towards reading books, by demographics, October 2009
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- Figure 72: Attitudes towards reading books, by readership of books, October 2009
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Appendix – Buying Books
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- Figure 73: Most popular attitudes towards buying books, by demographics, October 2009
- Figure 74: Next most popular attitudes towards buying books, by demographics, October 2009
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Appendix – Targeting Readers
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- Figure 75: Attitudes towards reading books/attitudes towards buying books, by target groups, October 2009
- Figure 76: Target groups, by demographics, October 2009
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