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At the heart of publishing since 1858


Issue 5817


Editor's Letter Christmas markets F


or the last four weeks, Nielsen BookScan figures have lagged behind the equivalent weeks of 2017, leaving this year’s total to date just 0.25% ahead on volume—a discouraging sign as we start to approach the run-up to Christmas. Yet for all that, the mood music is reasonably good. Retailers (see this week’s Lead Story, pp06–07) are pleased with what publishers have given them to sell and optimistic about the festive season. The Man Booker winner is disproving the naysayers and showing there are plent of punters happy to engage with a “challenging” read at a paperback price. W H Smith may be planning high street closures, but Waterstones is opening new book- shops pre-Christmas, and the esteem in which excellent indies are held by their communities is proved by the crowdfunding success of Mr B’s expansion plan (see News Review, p08).


Publishers, burned by the dangerous risks of the celeb-memoir heyday, now favour a spread-betting approach


While some industries may face a miserable “Brexmas”, publishing, opines analyst Douglas McCabe, looks likely to avoid it. Amid political and economic uncertaint, spend may be directed more towards low-priced items—good for books. And as many booksellers are saying, during dark times in public life, people look to reading for solace: whether that’s enlightenment through brainy non–fiction or escapism via immersive reads. The patern of title sales at Christmas has changed, though. Children’s has come to the fore over the last two years, and it’s a brave bookseller who would bet against


David Walliams’ Ice Monster not being a monster hit in November and December. But children’s aside, there has been no recent blow-the-doors-off Christmas bestseller, like the £12.5m Jamie’s 30-Minute Meals took in the last two months of 2010, or the £6m Sir Alex Ferguson’s My Autobiography took in the same period in 2013. Publishers, burned by the dangerous risks of the celeb- memoir heyday, now favour a spread-beting approach rather than winner takes all. That makes for a saner Christmas all round—a range of smaller books means there is something for each retailer to focus on, and less imperative to slash prices on a single bestseller. For BookScan’s Q5 in 2017 (essentially the month of December) the discount percentage off r.r.p. stood at 25.7%, the lowest discounting rate in 12 years; by contrast, discounting rates were around 33% in the month of December between 2009 and 2013. The average selling price was £8.81 in December 2017, the highest Q5 a.s.p. since records began—though rising r.r.p.s are a factor. The downside is that stand-out hits which take the nation by storm really build momentum for Christmas giſting as a whole. They puts books in the media spotlight and bring customers into the shops—where, of course, they find other, equally atractive books to buy. The challenge in the coming few weeks is to ensure the Christmas giſting message is at the forefront of customers’ minds, both through retail marketing and the best possible new title publicit.





In next week’s magazine New Titles: Fiction previewing books published in February 2019


Benedicte Page Deputy editor Contents26th October 2018 06 Cover story


Retailers reveal titles they are tipping for the festive season


TheBookseller.com


Repressed stories always find their way out... I wanted to explore how that toxicity affects each character Hannah Beckerman


Books Author Profile 22 This Week


Book of the Month


Te Lead Story ................. 06 News Review .................. 08 Children’s News ................ 10 Te Independents .............. 12 Company Spotlight ............. 14


Books


Author Profile .................. 22 Paperback Preview ............. 24


Jobs in Books Books Paperback Preview 24 Recruitment ................... 32 Data The bestseller charts 16 05


week’s number one


This


26.10.18 ISSN 0006-7539 24 At the heart of publishing since 1858. £5.95


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