Understanding and Reaching the YA Market (Kristen McLean at Digital Book World 2014)
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+ Understanding and Reaching the YA Market Digital Book World 2014 January 14 th , 2014
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Young adult literature has experienced unprecedented growth since the early 2000s, and as blockbuster hits like Twilight and The Hunger Games have demonstrated, the market for YA books is much larger than among teens themselves (with studies showing over half of YA book purchases coming from adult readers). This panel of YA publishers will discuss what teen readers respond to today – both in terms of content and marketing messaging – and how they are evolving their YA publishing programs to also serve a burgeoning crossover market.
Transcript of Understanding and Reaching the YA Market (Kristen McLean at Digital Book World 2014)
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Understanding and Reaching the YA Market
Digital Book World 2014January 14th, 2014
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Kristen McLeanFounder & CEO, Bookigee@BKGKristen
Marianna RicciutoDigital Commerce Manager, Harlequin Teen@MariannaR80
Jean FeiwellPublisher, Swoon Reads, Macmillan@SwoonReads
Sean MossDigital Marketing Officer, Walker Books@seanpmoss
Alvina LingExecutive Editorial Director, LLBYR@planetalvina
Teens who have not read a book for fun A disturbing trend!
Fall 11 Spring 12
Fall 12 Spring 13
Fall 130%
5%
10%
15%
20%
25%
30%
35%
40%
45%
21%19%
22%
30%
41%
Boys Girls
46%
36%
By gender Fall 13
+Teens adoption of eBooks still lagsebook units purchased by age
2009
(Jan
-Sep
)
2010
(Jan
-Sep
)
2011
(Jan
-Sep
)
2012
(Jan
-Sep
)
2013
(Jan
-Sep
)0%
5%
10%
15%
20%
25%
30%
Teens18 -2930-4445-5455-6465+
+eBook Trends: Major Categories (units)
Source: Nielsen Books & Consumers US
0%
5%
10%
15%
20%
25%
30%
35%
2% 3%
13%
21% 22%
2%
6%
19%
30%32%
2% 2%
10%
15%17%
1%3%
13%
26% 26%
0% 1% 2%4%
7%
Base
Fiction
Non-Fic-tion
YA
Chldren's (excl YA)
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Kristen McLeanFounder & CEO, Bookigee@BKGKristen
Marianna RicciutoDigital Commerce Manager, Harlequin Teen@MariannaR80
Jean FeiwellPublisher, Swoon Reads, Macmillan@SwoonReads
Sean MossDigital Marketing Officer, Walker Books@seanpmoss
Alvina LingExecutive Editorial Director, LLBYR@planetalvina
