Wooed women spice up book sales
Female readers of romance novels are keeping the publishing industry hot. The genre generates more than 50 percent of mass market paperback sales and readership is comprised of mostly women, who make loyal customers. Ekene Okobi reports.
Cover of a romance novel (mindsay.com)
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Bill Radke: Life's been tough for a lot of industries lately, including publishing. But industry representatives say book sales are picking up again, thanks to a little romance. Ekene Okobi reports from Washington.
Ekene Okobi: April Lilley manages a Borders Book store in downtown Washington, D.C. The store's neighbors are George Washington University, The World Bank, law firms, and think tanks. So people visiting the store are highly literate.
Sure, political books are popular here, but she says romance readers are some of her best customers.
April Lilley: They come in quite often, and when they do come in, it's usually multiple books. You know, they'll come out with a big stack of books. But then, the one thing about romance readers, they'll blow through that and they'll be in in the next week or two weeks.
Now, whatever you might think of the romance genre, Tina Jordan of the American Association of Publishers says its overwhelmingly female fans are the darlings of the publishing market. And of discount chains like Target and Wal-Mart.
Jordan says women tend to shop for the family, but might pick up something for themselves while they're at it. Especially when the books are right there by the cash register.
Tina Jordan: So when they're in Wal-Mart, they might pick up a title then. They're also very loyal customers. They follow an author and have a very loyal fan base.
Women also recommend books to friends, and they're willing to try new authors.
Diane Pershing is the president of Romance Writers of America. She says romance readers generate more than 50 percent of mass market paperback sales. According to her, the books are a necessary indulgence.
Diane Pershing: You might give up going and getting your hair streaked for $60, but you won't give up your $6.99 new Linda Howard.
Pershing says that women make most of the purchasing decisions in this country. So they drive sales of most household goods, and that includes books.
Pershing: Honestly, don't dismiss women. Never dismiss women.
By the way, romance writer Linda Howard spent most of August on the New York Times Bestseller List -- along with 19 other romance writers.
In Washington, D.C, I'm Ekene Okobi for Marketplace.
Comments
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09/18/2009
I second that brava! I got through a graduate program in Slavic literature with a pile of romance novels. There weren't too many happy endings in the required reading list and, frankly, I believe many of us fantasize about escaping. We're all capable, strong, and can take care of ourselves, but, as Nancy Friday has pointed out, there's absolutely nothing wrong with fantasizing. It's fantasy. It's fun. And it's something I do for me (so, yeah... I'll pick up a new book at Target when I'm shopping for school lunches and cleaning supplies). My first book, a sexy paranormal romance, comes out at the end of September and it's pure fantasy. I wanted to have fun, wanted my readers to have fun-- we're all battling job losses and family stresses and the little everyday grittinesses, so I wanted to write something that would be fun to curl up with.
~ Anne
www.huntersmate.com
From NM, 09/16/2009
Diane said it best, as she usually does.
Never dismiss women.
~D~
www.daryndajones.com
From San Francisco, CA, 09/09/2009
Funny, Romance Novels are what got me through the MFA Creative Writing Program at SFSU. The Post Modern poets made me want to scream. So much of their writing felt like the " emperors new clothes" a dedicated farce playing to the select few. At least with Laurell K Hamiltons vampires,shape-shifters and fairies you knew what you were getting. Sherrilyn Kenyon also always delivered with her Dark-hunter series. While often I felt like I was playing mental ping-pong with some of the selected writers that were required reading in the MFA program. Poetry should have soul and touch you deeply not leave you lingering on the sidelines going huh!
09/08/2009
Brava! I'm a long-time reader of romance novels, and the author of twelve. Nothing else beats a happy ending.
~Deb
www.debstover.com
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