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Books - UK - December 2009

ISSUES IN THE MARKET
Key issues
Definition
Abbreviations
FUTURE OPPORTUNITIES
Embracing the local
Stand up for the value of books
So little time, so much to do
MARKET IN BRIEF
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
Key points
Reading and buying both up... or so consumers say
Figure 1: Trends in reading or buying books in the last month, 2005-09
What’s on the rise
Figure 2: Trends in buying hardback, paperback or audiobooks, 2005-09
The next generation: Outlook sunny?
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
Key points
Opportunities to read
Figure 5: Passenger rail journeys, by operator, 1981-2007
Higher education – a builder for the long term
Figure 6: Higher education enrolments, by level of study, 2003/04-2007/08
Needs and means
Figure 7: Structure of the UK adult population, by socio-economic group, 2004-14
Pockets of growth potential
Figure 8: Structure of the UK population, by age, 2004-14
Economy slows
Figure 9: GDP, PDI and consumer expenditure at current prices, 2004-14
COMPETITIVE CONTEXT
Key points
Books more than hold their own
Figure 10: Trends in participation in leisure activities, 2005-09
Direct competition, and opportunity
Better connections
The potential for mobile phones
Figure 11: Types of activity undertaken online or using a mobile phone, July 2009
STRENGTHS AND WEAKNESSES IN THE MARKET
Strengths
Weaknesses
WHO’S INNOVATING?
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
Key points
Not too downbeat
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
Key points
Pricing in a recession
What about deep discounting?
Structure and pricing
Figure 13: Average book prices*, hardback and paperback, March 2004-March 2009
Differential contributions
Figure 14: Structure of UK books market, by volume and value, 2008
Sales trends by sector
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
Figure 17: Estimated UK market share of major publishing groups, 2004-08
Not too much shifting
COMPANIES AND BRANDS
 MAJOR PLAYERS
Dorling Kindersley
Figure 18: Dorling Kindersley Limited, 2007-08
Figure 19: Dorling Kindersley, breakdown of turnover, by geography, 2007-08
Hachette UK
Figure 20: Hachette UK Limited, 2007-08
Figure 21: Hachette UK breakdown of sales, by geography, 2007-08
HarperCollins
Figure 22: HarperCollins Publishers Limited, financial performance, 2007-08
Figure 23: Harper Collins breakdown of turnover, by geography, 2007-08
Independent Alliance
Figure 24: Independent Alliance, ad spend, 2007-08
Macmillan
Figure 25: Macmillan Publishers Limited, key financial performance, 2006-07
Figure 26: Macmillan Publishers breakdown of revenue, by geography, 2006-07
McGraw-Hill
Figure 27: McGraw-Hill Education, financial performance, 2007-08
Figure 28: McGraw-Hill, breakdown of revenue, by geography, 2007-08
Oxford University Press
Figure 29: Oxford University Press, financial performance, 2007-08
Pearson PLC
Figure 30: Pearson PLC key, financial performance, 2007-08
Figure 31: Pearson PLC, breakdown of sales, by geography, 2007-08
Random House
Figure 32: Random House key, financial performance, 2007-08
Figure 33: Random House, breakdown of revenue, by geography, 2007-08
Simon & Schuster
Figure 34: Simon & Schuster UK, key financial performance, 2006-07
Figure 35: Simon & Schuster, breakdown of revenue, by geography, 2006-07
CHANNELS TO MARKET
Key points
Overview of multiples and online
Figure 36: Brief outline of major bookshops, 2009
The impact of Borders (UK) closing
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?
Key points
Who is buying
Figure 38: Number of hardback, paperback and audiobooks bought, 2009
What dominates the shelves
Figure 39: Most popular types of books bought, 2009
Variations over time
Untapped potential
Figure 40: Readership of books, October 2009
Reader patterns
Better growth prospects
Reader profiles
Figure 41: Readership of books, by demographics, October 2009
HOW AND WHY PEOPLE READ
Key points
A book is many things
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
Key points
Pretty solid market, a little conservative?
Figure 43: Attitudes towards buying books, October 2009
Promotions
How readers vary
The link with book format
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
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
Figure 45: Readership of books, by target groups, October 2009
APPENDIX – INTERNAL MARKET ENVIRONMENT
Figure 46: Number of hardback books bought, by demographics, 2009
Figure 47: Number of paperback books bought, by demographics, 2009
Figure 48: Number of audiobooks bought, by demographics, 2009
Figure 49: Trends in types of books like reading, 2005-09
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
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
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
Figure 56: Trends in read or buy books, 2005-09
Figure 57: Trends in reasons for reading books, 2005-09
Figure 58: Trends in book club members from family, 2005-09
Figure 59: Agreement with I really enjoy reading books, by demographics, 2009
Figure 60: Trends in money spend, 2005-09
Figure 61: Trends in money spend, 2005-09
Figure 62: Trends in money spend, 2005-09
APPENDIX – BROADER MARKET ENVIRONMENT
Figure 63: Domestic passenger transport, by mode of transport, 1981-2007
APPENDIX – SEGMENT PERFORMANCE
Figure 64: Average book prices*, hardback, March 2004-March 2009
Figure 65: Average book prices*, paperback, March 2004-March 2009
APPENDIX – WHO READS WHAT
Figure 66: Most popular readership of books, by demographics, October 2009
Figure 67: Next most popular readership of books, by demographics, October 2009
Figure 68: Readership of books, October 2009
Figure 69: Readership of books, by demographics, October 2009
APPENDIX – HOW AND WHY PEOPLE READ
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
Figure 72: Attitudes towards reading books, by readership of books, October 2009
APPENDIX – BUYING BOOKS
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
APPENDIX – TARGETING READERS
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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