The Myth About Print Coming Back and Bookstores on the Rise

I belong to a wide range of Facebook groups and follow a lot of media news, and few things are more frustrating than people who celebrate the apparent “resurgence” of print and the comeback of independent bookstores as some kind of “win” over ebooks and digital media. Most of it is wishful thinking rather than an understanding of what’s actually happening out there. With my colleague Porter Anderson, I try to offer perspective on current developments and put all the stats into their proper context. (Check out The Hot Sheet.)

Here are three recent data points you should know about.

1. The ebook sales decline in the United States is related to traditional publishing and possibly its high pricing.

Nielsen book sales

As you can tell from Nielsen’s graph above (which tracks sales of titles with ISBNs), the flattening of ebook sales started happening back in 2013. Some of the ebook decline we’re seeing may be attributable to higher ebook prices from traditional publishers, as well as rapidly falling Nook sales.

Adult ebook sales have been relatively stable; the big decline is in children’s/YA ebook sales due to the lack of a big franchise hit in 2015. (I hope it gives you pause to learn that the absence of a Harry Potter book or a new YA series can directly affect how well the industry does in a given year.)

Two other unanswered questions:

  • whether book readers are transitioning from ebook purchases to audiobook purchases; that’s where most of the sales gains are happening for traditional publishers.
  • whether the most avid ebook readers have switched to ebook subscription services such as Kindle Unlimited or Scribd.

2. Recent print sales gains can be accounted for by coloring books.

coloring books

Nielsen reports that about 12 million coloring books were sold in 2015. Compare that to just 1 million in 2014. The increase is so dramatic that coloring books alone can account for the increase in print sales in 2015. Once interest cools off, what do you expect will happen to print sales?

3. Market share is drifting away from the Big Five publishers to small presses and self-publishers.

Nielsen book sales share

Again, Nielsen’s latest report is very instructive. In this chart, we see how the share of Big Five publishers has declined by 12% over the last three years; small publishers and self-published authors have gained 23% market share combined. What’s even more astonishing is that Nielsen’s figures primarily give us a look at very traditional types of publishing, or books with ISBNs. There’s a whole universe of independent publishing that remains untracked because the titles don’t carry ISBNs—and most of those titles are not getting carried in your average bricks-and-mortar bookstore. They sell predominantly through Amazon.

Carry a big dose of skepticism, and look at possible underlying agendas, when you hear celebrations about print’s comeback. While I’m not at all proclaiming the death of print or traditional publishers, few media outlets have an understanding of the big picture.

Update (6/8/16): Some people have asked me: What about the bookstore myth referenced in the headline?

Barnes & Noble’s growth continues to be in the toys and games department—especially coloring books and vinyl records—and book sales fell 1.7 percent during the 2015 holiday quarter, their most important quarter. For more than six months, the CEO has mentioned new concept stores set to open in 2016, but no information has been released about how these stores will be different.

B&N CEO Ron Boire says the chain is benefiting from the adult coloring book trend (they hold coloring events at stores), and The New York Times indicated that Boire hopes to turn B&N into a “lifestyle brand.”

On the bright side, B&N plans to close fewer bookstores than originally estimated this year—only ten stores rather than thirteen. Closing ten locations would bring sales down about 1.5 percent.

As far as how well independent bookstores are doing, they are a very small percentage of book sales when compared to chain bookstores, big-box stores (the Wal-marts of the world), and of course Amazon. While membership in the American Booksellers Association has increased, ABA members can include used bookstores, online bookstores, mail-order, and so on. For ABA bookstores reporting to Nielsen, their unit sales increase in 2016 has so far been 5%, compared to a 6.4% increase in all US print book sales.


If you’re interested in ongoing analysis and information about publishing industry, start a free 30-day trial to The Hot Sheet.

I belong to a wide range of Facebook groups and follow a lot of media news, and few things are more frustrating than people who celebrate the apparent “resurgence” of print and the comeback of independent bookstores as some kind of “win” over ebooks and digital media. Most of it is wishful thinking rather than an understanding of what’s actually happening out there.


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Jane Friedman

Jane Friedman

Jane Friedman (@JaneFriedman) has 20 years of experience in the publishing industry, with expertise in digital media strategy for authors and publishers. She is the co-founder and editor of The Hot Sheet, the essential newsletter on the publishing industry for authors.

In addition to being a columnist for Publishers Weekly, Jane is a professor with The Great Courses, which released her 24-lecture series, How to Publish Your Book. She also has a book forthcoming from the University of Chicago Press, The Business of Being a Writer (2017).

Jane speaks regularly at conferences and industry events such as BookExpo America, Digital Book World, and the AWP Conference, and has served on panels with the National Endowment for the Arts and the Creative Work Fund. Find out more.

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60 Comments on "The Myth About Print Coming Back and Bookstores on the Rise"

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[…] Discussions about the "resurgence" of print and the comeback of independent bookstores amounts to wishful thinking, not an understanding of the industry.  […]

robert Birnbaum
The notion of resurgence is fueled by hopeful relief that for the moment printed literature will not disappear. A fear I have always taken as childishly declinist. All that should matter to dedicated readers and writers is the longevity (or to coin a phrase, the sustainability)of literature… To that end I /we should rest assured that there will always be 400,000 serious readers in the world—a kind of cultural affirmation of the old saw, “The voice of reason is small but persistent.” The apparent continued success of small independent presses is a very positive sign that even the book business… Read more »
Lynne

Thanks for doing the research on this, Jane. It makes a lot of sense.

Jennifer Foehner Wells
In my own experience as a successful indie, the subscription Kindle Unlimited service is now 60% of my income. And my ebooks don’t have ISBNs because they don’t need them. The reason they can say ebooks are dead is because few successful indie authors (who price their books fairly compared to legacy publishing and are therefore selling quite well by comparison) are going to use ISBNs for an ebook. Bowker charges unfair prices for ISBNs. If indies pooled our resources and bought big blocks like legacy publishing can (at pennies per ISBN instead of $30 to $100 dollars each depending… Read more »
Kat Magendie

Wow! I didn’t know ISBN’s were so expensive! I am ‘traditionally” published so never had to deal with that, but want to indie pub my next book. I would certainly hesitate before spending that.

Michael W. Perry
I’m fortunate. When I got into publishing in 1999, I picked up 1,000 ISBNs from Bowker for $600 or 60 cents each. Even then the pricing was weird. Buying 100 cost $400 and I knew that I’d use more than that, so I opted for 1000. Ten times as many for only 50% more. I will never use that 1,000. But having them when each new books consumes about five is reassuring. The current mess has a reason. ISBNs exist as barcodes for printed books much like the barcodes on soup cans. There was no reason to keep that system… Read more »
Jamie Davis

Interesting article but I think you miss the point that ebook sales are rising by all indicators outside of the Nielsen ratings – the majority of ebooks don’t have ISBNs and therefore don’t get counted.

Lisa Tener

That’s quite a surprise–a bout the 12 million coloring books. It’s too bad there isn’t better tracking of self-published books. It seems that the data would be valuable to so many in the industry.

Julie H. Ferguson

Interesting, but my illustrated nonfiction books on Canadian history, traditionally pubbed, are going against the trend here. My e-book sales are 30% higher than my print sales.

Vicki Weisfeld
Very helpful discussion. However, there is a common misinterpretation of the second chart. The text says “the share of Big Five publishers has declined by 12% over the last three years.” That’s incorrect. It has declined by 12 “percentage points.” The actual decline is 26%–1minus 34/46. That’s more than a quarter! Similarly, while self-published and very small publishers have gained 23 “percentage points” in market share, they have actually gained an astonishing 220%! You’ll see this easily if you note that 42% is more than twice 19%. Journalists get tripped up by these statistical issues all the time, but in… Read more »
David Biddle

Oh, wow. Excellent point Vicki Weisfeld. And quite important. Something to keep in mind for all of us. It’s not just journalists who get tripped up.

Vicki Weisfeld

I climbed the mountain of statistics understanding in college, so want to get the most for my effort! 🙂

Bradley West
It’s a pedantic point, but that increase from 19% to 42% represents a multiple of 2.2x times but “only” an increase of 120%. To convert an increase from a multiple to a a percent, subtract 1x, so a 2.2x increase is plus 120% (i.e., 2.2 less 1). Use a simple example: if sales grow from 2 to 4, they’ve doubled (2x) while growing 100%. In a declining market, even 120% increases in market share may be misleading. The best numbers to look at are sales figures as authors eat dollars and not percentages. (I’m not suggesting that is the case… Read more »
Roxie Munro

Cogent analysis. Coloring books are skewing print, for sure. Also, a fact few people mention: a coloring book gets used up. More or less one-time use. Not good for libraries but great for the consumer market.

Mike

While I agree the buzz is distorting some facts, you ignored the technical mistakes in the eBook business like walled gardens, DRM and incompatibilities among leading systems

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[…] HarperCollins CEO and creator of independent digital publisher Open Road Integrated Media, has some thoughts on the current trend toward print supposedly coming back. Backing up her analysis with charts, Friedman effectively echoes some of the other things […]

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[…] The Myth About Print Coming Back and Bookstores on the Rise (Jane Friedman) I belong to a wide range of Facebook groups and follow a lot of media news, and few things are more frustrating than people who celebrate the apparent “resurgence” of print and the comeback of independent bookstores as some kind of “win” over ebooks and digital media. Most of it is wishful thinking rather than an understanding of what’s actually happening out there. […]

Tyson Adams

This is a hot topic in Australia at the moment. A large chunk of the industry is up in arms over some moves afoot to open up the market. A lot of Amazon and ebook bashing as a result, with the “public don’t want ebooks” claims being thrown around.

Would you mind if I reblogged this post?

Palessa

They like to make it seem that ebooks are evil competition against their bottom lines, which are fattening because they are increasing channels. I did read in Author Earnings’ recent report that the big pubs have dropped their book prices so i guess they’re finally catching on there. Those guys have the money to go into audio a lot quicker than I can so their attempt to garner sympathy from me makes me laugh. Print will never die or be killed by ebooks any more than the vacuum killed the broom.

Gay Yellen

Thanks for clarifying this. Very valuable info. Good journalism, too.

Ryan Petty
On the subject of “bookstores on the rise,” I’m particularly skeptical. Usually the indicator cited is that more independent bookstores are opening. Or that there’s a net gain in open, independent bookstores. Meanwhile, B&N is still closing stores and Amazon’s market share of print books keeps growing–already more than half of the print books sold and more than half of the revenue. It’s hard in that context to believe bookstores are on the rise. More likely, the truth is that people like to see themselves owning bookstores and are willing to struggle and, yes, there have been some innovations in… Read more »
James LaRue

Another cause: recessionary factors hit the public sector after they hit the private. Following 2008, a lot of public and academic library saw budget cuts, further exacerbating the decline of ebook purchases. Ebooks costs for libraries are notoriously higher than consumer prices (such that a bestseller from Random House sells to public libraries for $84). Several studies have shown the power library users (who visit the library once or twice a month) buy two ebooks for every book they borrow. But if the library is buying few books, so are they – because they can’t find them.

J. Thomas Ross
Thank you for confirming what I’ve felt about ebook sales that hadn’t seemed to occur to anyone else. When e-readers first appeared, I was thrilled to have a way to buy low-priced books (and more of them), get them instantly, and not have to find space for them among the overcrowded shelves and stacks and boxes of books in my house. It felt like a reader’s dream come true. Not anymore, however. My buying of ebooks has drastically decreased because of the high price. It irks me to pay as much for an ebook as I’d pay for a paperback… Read more »
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[…] The Myth About Print Coming Back and Bookstores on the Rise[Jane Friedman] […]

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[…] [here] and Mexico [here]) whilst print is finding itself resurgent. Jane Friedman has just offered (here) a fascinating analysis of whether statistics supporting this might actually be misleading – […]

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[…] What do the statistics about increasing print sales really mean? […]

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[…] The Myth About Print Coming Back and Bookstores on the Rise | Jane Friedman […]

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[…] So, she recently had an article titled, The Myth About Print Coming Back and Bookstores on the Rise. […]

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[…] seems to have taken this corner a bit too fast and as a result has come off the rails here. The problem is highlighted by her title: “The myth about print coming back and bookstores on […]

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[…] und das Eintauchen in Krimis und Serien bestens geeignet. Wie immer bei diesen Diskussionen hilft ein genauer Blick auf die verschiedenen […]

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[…] Friedman puts recent news about declining ebooks sales in favor of print into perspective with this column. Buyers who are shunning higher ebook prices from traditional publishers, an increase in adult […]

Ben
Two questions… 1. If you back out adult coloring book sales, how does that affect the overall print stats? 2. You state “There’s a whole universe of independent publishing that remains untracked because the titles don’t carry ISBNs—and most of those titles are not getting carried in your average bricks-and-mortar bookstore”. If you were able to add these sales, don’t you think it would have an effect on the overall print sales figures? Amazon is not the end all for book sales. I loaded my Kindle when I first got it, but find myself reading more hardcover and paperback books… Read more »
Carla King

I’m so glad you posted this. I’ve been frustrated at the same claim, but didn’t have the data to deny it. Thanks for providing!

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[…] recommendations: http://www.TheCreativePenn.com/bookcoverdesign 37:23 – Are ebook sales decreasing? See this article. 39:04 – Why I don’t use ISBNs 39:35 – What about publishing a personalized print […]

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[…] recommendations: http://www.TheCreativePenn.com/bookcoverdesign 37:23 – Are ebook sales decreasing? See this article. 39:04 – Why I don’t use ISBNs 39:35 – What about publishing a personalized print […]

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[…] aber doch zu denken geben sollten. Jane Friedman steigt dazu noch tiefer in die Materie ein und entlarvt aktuelle, populäre Mythen – zum Beispiel den von der Renaissance des Print im englischsprachigen Markt. Ergänzend dazu […]

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[…] Recently, some people have pointed to a rise in print books sales (which sounds great), but it’s very possible that the rise is almost entirely due to coloring books. […]

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[…] Others would point out that e-book weakness is largely because there wasn’t a breakout YA novel in 2014 or 2015 – which shows how a single author like J.K.Rowling can move the market more than 10,000 other lesser selling authors. And at the same time, the rise in print sales is almost entirely due to the recent fade of adult colouring books. […]

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[…] My recommendations: http://www.TheCreativePenn.com/bookcoverdesign 37:23 – Are ebook sales decreasing? See this article. 39:04 – Why I don’t use ISBNs 39:35 – What about publishing a personalized print book? 40:11 […]

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[…] It’s commonly said that in the United States, overall trade book sales are divided about 70-30 print-digital, and that ebook sales at traditional publishing houses are flat to declining. (You’ve probably heard the celebratory and misleading claims that “print is back!”) […]

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