Presentation Title: "The Retail Perspective: What's up? What's down?". Presented May 7, 2009 at BISG's 6th annual Making Information Pay conference (http://www.bisg.org/conferences/mip6.html).

1. The Retail Perspective:
What’s Up? What’s Down?
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2. BookScan Facts
• BookScan has been capturing POS book data since January 2001
• Our book sales data is collected weekly from over 12,000 locations
nationwide (reporting panel on next slide), including national chains,
independents, college bookstores, Internet, discounters and food
chain retailers.
• We process nearly 500,000 unique ISBNs each week
• Our data represents end-user consumer sales; we do not capture
wholesale, institution or book club sales transactions
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2009

3. BookScan – Data Providers
• Comprised of 3 “Strata” of retail reporters
• “Non-Traditional” added at start of 2008
Non-Traditional
Discount and Other
Retailers
Kroger
Amazon.com
B. Dalton
Barbara’s Bookstores Stop & Shop
B&N.com
Shopko
Books-A-Million.com
Barnes & Noble
Toys “R” Us
Borders.com
Books-A-Million (BAM)
Babies “R” Us
Buy.com
Borders
Starbucks (formerly in D/O)
CNI
Deseret Book Company
CEORead.com
Hastings
Cornerstone
Hudson News (new for 2009)
Costco
Walden Books
K-Mart
General Independents
NBC.com
Follett College Stores**
One World Enterprises
Powells.com
** Census (Trade) Stretch the Skies
Target
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2009

4. Adult Non-Fiction: Trends (2004 – 2008)
(Sales in Thousands – 000s)
Adult Non-Fiction
320,000
5 Year Growth Trend
311,429
310,000
+ 11.08%
300,609 299,364
300,000
288,253
290,000
280,000
269,512
270,000
260,000
250,000
240,000
2004 2005 2006 2007 2008
** Note: For YOY analysis, Non-Traditional strata data has been removed from 2008.
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2009

5. Adult Non-Fiction: Key Category Trends
(Sales in Thousands – 000s)
35,000
+ 34.09%
30,000
25,000
+ 19.42%
20,000
+ 36.86%
15,000
- 5.66%
10,000
Bio / Auto
5,000
Business
0
Self-Help
2004 2005 2006 2007 2008
Travel
** Note: For YOY analysis, Non-Traditional strata data has been removed from 2008.
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2009

6. Adult Non-Fiction: Key Category Growth
(Actual Unit Sales)
Category 2004 2005 2006 2007 2008 5 Year Trend
BIOGRAPHY/
22,838,543 25,671,510 27,172,353 31,681,199 30,623,521 34.09%
AUTOBIOGRAPHY
Personal Memoirs 782,054 820,670 1,548,619 4,557,554 5,217,529 567.16%
Literary 1,497,823 1,869,179 2,264,419 1,797,084 1,131,867 -24.43%
Travelers 295,065 419,178 539,675 3,171,659 1,819,097 516.51%
Political 861,793 614,247 622,573 996,135 1,349,629 56.61%
Cultural Heritage 482,367 611,405 596,204 609,838 1,330,200 175.77%
** Note: For YOY analysis, Non-Traditional strata data has been removed from 2008.
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2009

7. Adult Non-Fiction: Key Category Growth
(Actual Unit Sales)
Category 2004 2005 2006 2007 2008 5 Year Trend
BUSINESS 18,955,708 22,157,515 22,357,489 24,592,982 22,636,254 19.42%
Leadership 2,002,018 2,448,097 2,311,932 2,637,543 2,370,316 18.40%
Management 927,266 958,289 1,257,830 1,428,873 1,273,450 37.33%
Personal Finance 309,443 354,302 373,091 489,953 689,848 122.93%
Investments &
307,635 397,665 442,362 592,652 668,681 117.36%
Securities
Economics /
125,973 150,390 279,483 423,684 568,461 351.26%
General
Finance 180,532 203,893 286,145 328,665 366,917 103.24%
** Note: For YOY analysis, Non-Traditional strata data has been removed from 2008.
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2009

8. Adult Non-Fiction: Key Category Growth
(Actual Unit Sales)
Category 2004 2005 2006 2007 2008 5 Year Trend
SELF HELP 9,763,477 10,673,856 11,013,822 10,974,528 13,361,934 36.86%
Motivational &
1,092,184 1,610,148 1,641,523 1,648,294 1,654,200 51.46%
Inspirational
Personal Growth /
1,565,969 1,561,644 1,697,122 1,434,106 4,433,782 183.13%
General
Personal Growth /
702,547 864,030 908,937 1,105,387 958,789 36.47%
Success
Mood Disorders 242,750 310,980 379,220 369,642 506,115 108.49%
Spiritual 91,205 205,408 151,629 338,025 295,637 224.15%
** Note: For YOY analysis, Non-Traditional strata data has been removed from 2008.
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2009

9. Adult Non-Fiction: Key Category Growth
(Actual Unit Sales)
Category 2004 2005 2006 2007 2008 5 Year Trend
TRAVEL 13,310,159 14,208,196 14,767,898 14,855,788 12,556,553 -5.66%
Europe / Italy 623,981 926,323 1,060,905 976,160 660,134 5.79%
Europe / France 390,616 393,613 547,237 608,248 505,012 29.29%
United States /
240,054 305,712 339,316 631,339 520,584 116.86%
General
South America /
126,901 196,477 243,373 306,164 314,118 147.53%
General
Reference Guides
579,099 413,580 351,607 400,122 246,451 -57.44%
(General)
** Note: For YOY analysis, Non-Traditional strata data has been removed from 2008.
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2009

10. Adult Fiction: Trends (2004 – 2008)
(Sales in Thousands – 000s)
Adult Fiction
203,678
205,000 202,881 5 Year Growth Trend
198,282
200,000 + 8.95%
195,000
192,425
190,000
186,942
185,000
180,000
175,000
2004 2005 2006 2007 2008
** Note: For YOY analysis, Non-Traditional strata data has been removed from 2008.
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2009

11. Adult Fiction: Key Category Trends
(Sales in Thousands – 000s)
70,000
60,000
+ 23.32%
50,000
40,000
30,000
- 12.74%
20,000
+ 52.68%
10,000
General Fiction
0 Mystery / Detective
2004 2005 2006 2007 2008 Graphic Novels
** Note: For YOY analysis, Non-Traditional strata data has been removed from 2008.
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2009

12. Adult Fiction: Key Category Growth
(Actual Unit Sales)
Category 2004 2005 2006 2007 2008 5 Year Trend
GENERAL FICTION 46,915,768 52,998,143 55,957,942 59,835,656 57,857,300 23.32%
Literary 8,625,962 10,743,404 11,644,903 15,669,155 16,057,105 86.15%
Historical 7,271,869 7,348,232 8,120,533 9,408,301 9,025,958 24.12%
Political 433,218 448,420 795,634 736,054 1,116,361 157.69%
** Note: For YOY analysis, Non-Traditional strata data has been removed from 2008.
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2009

13. Adult Fiction: Key Category Growth
(Actual Unit Sales)
Category 2004 2005 2006 2007 2008 5 Year Trend
MYSTERY /
29,592,578 33,025,416 31,552,605 29,008,299 25,823,514 -12.74%
DETECTIVE
Women Sleuths 8,635,472 10,407,245 11,032,028 10,408,408 9,450,863 9.44%
General 6,664,586 6,108,951 6,211,803 6,364,584 5,478,409 -17.80%
Espionage 4,831,089 7,012,581 5,182,552 4,874,785 3,832,168 -20.68%
Series 1,428,751 1,333,466 845,860 586,974 497,768 -65.16%
** Note: For YOY analysis, Non-Traditional strata data has been removed from 2008.
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2009

14. Adult Fiction: Key Category Growth
(Actual Unit Sales)
Category 2004 2005 2006 2007 2008 5 Year Trend
COMIC / GRAPHIC
8,942,647 11,795,864 13,828,873 14,858,468 13,653,263 52.68%
NOVELS
Manga / General 5,535,674 8,288,032 9,768,198 10,245,397 8,809,063 59.13%
Superheroes 698,863 886,695 1,267,607 1,375,645 1,688,758 141.64%
Science Fiction 236,561 315,160 323,331 311,811 417,767 76.60%
Fantasy 239,778 174,876 217,485 316,405 403,750 68.38%
** Note: For YOY analysis, Non-Traditional strata data has been removed from 2008.
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2009

15. Juvenile: Trends (2004 – 2008)
(Sales in Thousands – 000s)
Juvenile
188,966
200,000
5 Year Growth Trend
177,976
180,000
162,217 160,403
+ 36.22%
160,000
138,720
140,000
120,000
100,000
80,000
60,000
40,000
20,000
0
2004 2005 2006 2007 2008
** Note: For YOY analysis, Non-Traditional strata data has been removed from 2008.
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2009

16. Audio Books: Trends (2004 – 2008)
(Sales in Thousands – 000s)
Audio Books
12,000
5 Year Growth Trend
9,884
10,000 + 6.42%
8,852
8,794
8,434
7,925
8,000
6,000
4,000
2,000
0
2004 2005 2006 2007 2008
** Note: For YOY analysis, Non-Traditional strata data has been removed from 2008.
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2009

17. Audio Books: Key Category Growth
(Actual Unit Sales)
Category 2004 2005 2006 2007 2008 5 Year Trend
AUDIO BOOKS 7,924,841 8,793,911 8,552,458 9,884,030 8,433,689 6.42%
Fantasy & Magic 194,078 559,915 180,168 582,236 173,163 -10.78%
Thrillers 380,209 268,028 311,256 263,694 299,324 -21.27%
Classics 308,179 329,814 285,248 258,305 248,855 -19.25%
Inspiration / Personal
65,880 65,712 101,278 630,291 450,731 584.17%
Growth
Suspense 168,729 77,747 78,908 314,174 299,601 77.56%
Personal Growth /
140,617 127,542 138,050 121,575 215,974 53.59%
General
** Note: For YOY analysis, Non-Traditional strata data has been removed from 2008.
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2009

18. Frontlist Growth Trends - % of Category Total
(Sales in Thousands – 000s)
160,000
43%
140,000
42% + 13.18%
41%
42%
40%
120,000
+ 9.54%
57%
56%
100,000
56%
55%
57%
80,000
36%
36%
32%
34%
60,000 + 61.21%
31%
40,000
Adult Non-Fiction
20,000
Adult Fiction
0
Juvenile
2004 YTD 2005 YTD 2006 YTD 2007 YTD 2008 YTD
** Note: For YOY analysis, Non-Traditional strata data has been removed from 2008.
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19. Backlist Growth Trends - % of Category Total
(Sales in Thousands – 000s)
200,000
57%
58% 59%
58%
180,000 +9.65%
60%
160,000
140,000
64%
64%
68%
66%
120,000 +25.22%
69%
100,000
80,000 +8.20%
44% 43%
44%
45%
60,000 43%
Adult Non-Fiction
40,000
Adult Fiction
20,000
0 Juvenile
2004 YTD 2005 YTD 2006 YTD 2007 YTD 2008 YTD
** Note: For YOY analysis, Non-Traditional strata data has been removed from 2008.
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20. Key Format Growth Trends - % of Total Sales
(Sales in Thousands – 000s)
450,000
52%
51%
52%
400,000 + 24.09%
50%
48%
350,000
300,000
250,000
25% 24% + 14.28%
200,000 25% 24%
24%
150,000
- 9.76%
21%
100,000 18% 17% 16% 16%
Trade Paper
50,000
Hardcover
0
Mass Market
2004 YTD 2005 YTD 2006 YTD 2007 YTD 2008 YTD
** Note: For YOY analysis, Non-Traditional strata data has been removed from 2008.
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21. Top 10 DMAs: Sales Trends (2004 – 2008)
(Sales in Thousands – 000s)
DMA 2004 YTD 2005 YTD 2006 YTD 2007 YTD 2008 YTD Rate of Growth
New York, NY 60,153 59,287 61,036 64,365 64,513 7.25%
Los Angeles, CA 38,422 38,914 39,779 41,672 41,021 6.76%
SF-Okland-San Jose 26,145 25,784 26,619 27,770 26,747 2.30%
Chicago, IL 24,463 24,543 25,440 26,488 25,872 5.76%
Boston, MA 24,135 23,719 24,766 25,313 24,990 3.54%
Washington, DC 22,495 23,716 24,978 25,604 24,565 9.20%
Philadelphia, PA 23,160 23,587 24,145 24,766 24,441 5.53%
Seattle-Tacoma, WA 15,944 16,619 17,464 18,560 18,366 15.19%
Denver, CO 14,650 12,781 13,038 13,921 13,912 -5.04%
Atlanta, GA 12,065 12,708 13,292 14,497 14,547 20.57%
TOTAL (All DMAs) 665,218 709,796 721,213 757,642 756,070 13.66%
** Note: For YOY analysis, Non-Traditional strata data has been removed from 2008.
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22. CURRENT TRENDS BY CATEGORY
Q1: 2008 vs. 2009
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2009
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23. Adult Non-Fiction: Current Trends
(Q1: 2008 vs. 2009)
(Sales in Thousands – 000s)
8,000 ANF Trend
- 7.53%
- 10.13%
7,000
- 8.37%
6,000
5,000
- 18.78%
4,000
+ 4.86% 2008
3,000
2009
+ 8.96%
2,000
1,000
0
Cooking / Humor Travel Business / Biography /
Entertaining Economics Autobiography
** Data includes Non-Traditional Sales
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2009

24. Adult Fiction: Current Trends
(Q1: 2008 vs. 2009)
(Sales in Thousands – 000s)
16,000 AF Trend
- 3.38%
14,000
- 0.33%
12,000
+ 1.51%
10,000
- 19.85%
8,000
+ 27.90% 2008
6,000
2009
- 33.72%
4,000
+ 68.53%
2,000
0
Occult / Religion Suspense / Mystery / Romance General
Psychological Thrillers Detective Fiction
/ Horror
** Data includes Non-Traditional Sales
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2009

25. Juvenile: Current Trends
(Q1: 2008 vs. 2009)
(Sales in Thousands – 000s)
45,000 JUV Trend
+ 10.43%
40,000
+ 8.85%
35,000
30,000
25,000
20,000 2008
15,000 2009
+ 2.48%
10,000
5,000
0
Juvenile Fiction Juvenile Non-Fiction
** Data includes Non-Traditional Sales
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2009

26. Strategic Development, 2009
As the recognized industry source for POS data,
BookScan’s reach is comprehensive and growing. One of
the ways in which we are working to enhance our services
is to integrate ebook POS into our system. Ebooks will be
treated as a separate “binding” type, alongside hardcover,
trade paperback, mass market, etc.
We have reached out to ebook retailers to participate as
reporting partners in our ebook panel. We ask that you
speak to your ebook retailers about BookScan.
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2009

27. Thank You
For reference, contact Jim King
Jim.King@nielsen.com
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