Guest Column: Keeping Pace With Today’s Consumer
Smart publishers will heed the three key market dynamics shaping today’s book-buying behavior.
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The shift to e-books also is likely to bring challenges in reaching certain customer segments. One startling reality indicates that the current e-book market skews to a wealthier audience than traditional print formats (which stands to reason due to the high cost of entry for e-book devices). Today, the percentages are flip-flopped between high-income earners versus lower-income earners when comparing e-book use to print. This is significant because census data shows that the vast majority of American adults earn less than $35,000 per year, indicating that unless something changes to lower the point of entry for e-books, publishers may be potentially removing a substantial consumer base from the e-market.
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Kelly Gallagher
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