SOURCE: Simba Information

Simba Information

October 01, 2009 13:13 ET

Children's/Young Adult Book Market Still Vulnerable in 2010 as Economic Pressures Continue, 'Vampire Vacuum' Expected

STAMFORD, CT--(Marketwire - October 1, 2009) - Simba Information, a media research firm which recently published "Trade E-Book Publishing 2009" and "Trends in Trade Book Retailing," has released the latest edition of the annual report "Children's Publishing Market Forecast." The report projects the children's and young adult book market to decline again in 2010, but at a less dramatic pace compared to 2009.

"The breadth of titles offered, coupled with the new tools publishers, authors and retailers are using to reach readers is working in the industry's favor," said Michael Norris, senior analyst of Simba Information's Trade Books Group. "But publishers are still slow to realize what a hard sell engaged reading can be, especially when consumers have a growing list of free entertainment options."

Those challenges aside, the report does present the current state of the segment, beginning with the growing strength of the fantasy category which hit No. 1 in Simba's analysis (up from No. 3 as shown in last year's report). Books from Stephenie Meyer, P.C. Cast and other authors continue to occupy bestseller lists, but the report wonders what will fill the 'vampire vacuum' once that trend finally runs its course.

New to this report is an e-book discussion, including a fully updated data from "Trade E-Book Publishing" detailing the extent children's titles have penetrated the bestseller lists of Sony and Amazon over a 12-month period. Additional research provided in the report indicates approximately one in five adults in the U.S. will buy at least one children's book in 2009; a relatively stable figure from previous studies.

The report again reminds publishers about the value of multiple, healthy retailers selling their products and warns about the growing influence of non-bookstore entities: "If companies like Wal-Mart, Target or even Amazon suddenly decide to cut back on what they stock or pull some other kind of power play, publishers may find they have little negotiating heft with them if bookstores don't stay healthy," said Norris.

The report expands on its demographic data on children's book buyers and provides a multi-year overview of the top imprints, authors and categories in the segment, as well as an age analysis. Additional information can be found at

About Simba Information:

Simba Information is widely recognized as the leading authority for market intelligence in the media and publishing industry. Simba's extensive information network delivers top quality, independent perspective on the people, events and alliances shaping the media and information industry. Simba provides consulting and reports that provide key decision-makers at more than 15,000 client companies around the globe with timely analysis, exclusive statistics and proprietary industry forecasts. For more information, please visit

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