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Mass Market Paperback: Not Dead Yet

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This article was originally published on Publishers Weekly.

By Jim Milliot (IBPA Board Member) —

“When sales of e-books doubled in 2011 over 2010, it seemed as if the mass market paperback format might quickly sink into oblivion. Mass market sales in 2013 were down 52% from 2010 levels, according to BookStats. While sales are down again in 2014, the decline has slowed and there are signs that sales of the format are stabilizing. In the last few weeks alone, for example, unit sales of mass market have been flat compared to the same period last year, according to Nielsen BookScan—even as e-books continue to gain ground in such mass market staples as romance.

One reason for the recent improvement has been the success of Gillian Flynn’s Gone Girl, which has sold about 254,000 copies since its release in mass market paperback earlier this fall, despite selling in huge numbers in other formats as well. Gone Girl was cited by several houses (in addition to its publisher, Broadway Books), as well as by wholesaler ReaderLink, as proof that mass market paperbacks still fill a niche in the market. With its low price point and availability at a wide variety of outlets, mass market titles appeal to a range of readers—especially those who don’t read e-books. “There clearly is still a readership for mass market paperbacks,” said Sasha Quinton, v-p of marketing at ReaderLink, a company whose accounts include all the major mass merchandisers, as well as Walmart.”…

Read the full article at PublishersWeekly.com.

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