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)

+

+

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