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.

1. +
Digital Book World 2014
January 14th, 2014
Understanding
and Reaching
the YA Market

2. Kristen McLean
Founder & CEO, Bookigee
@BKGKristen
Marianna Ricciuto
Digital Commerce Manager, Harlequin Teen
@MariannaR80
Jean Feiwell
+
Publisher, Swoon Reads, Macmillan
@SwoonReads
Sean Moss
Digital Marketing Officer, Walker Books
@seanpmoss
Alvina Ling
Executive Editorial Director, LLBYR
@planetalvina

3. Teens who have not read a book for fun

45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
A disturbing trend!
By gender
Fall 13
41%
46%
36%
30%
21%
19%
22%
Fall 11 Spring Fall 12 Spring Fall 13
12
13
Boys
Girls

4. + Teens adoption of eBooks still lags
ebook units purchased by age
30%
25%
20%
Teens
18 -29
30-44
45-54
55-64
65+
15%
10%
5%
0%
2009 (Jan-Sep) 2010 (Jan-Sep) 2011 (Jan-Sep) 2012 (Jan-Sep) 2013 (Jan-Sep)

5. +
eBook Trends: Major Categories (units)

Source: Nielsen Books & Consumers US
35%
Base
32%
30%
30%
25%
26%
26%
20%
21%
22%
19%
15%
13%
10%
10%
5%
0%
2%
1%
0
2009 (JanSep)
6%
3%
2%
1%
2010 (JanSep)
15%
17%
Fiction
Non-Fiction
YA
7%
2%
2011 (JanSep)
4%
2012 (JanSep)
Chldren's
(excl YA)
2013 (JanSep)

6. +

7. Kristen McLean
Founder & CEO, Bookigee
@BKGKristen
Marianna Ricciuto
Digital Commerce Manager, Harlequin Teen
@MariannaR80
Jean Feiwell
+
Publisher, Swoon Reads, Macmillan
@SwoonReads
Sean Moss
Digital Marketing Officer, Walker Books
@seanpmoss
Alvina Ling
Executive Editorial Director, LLBYR
@planetalvina