Adult Hard (17)* -13.9% 13.1%
Adult Paper (19) 0.9 12.1
Mass Market (9) -35.4 -14.9
Juvenile Hard (14) 19.6 -16.7
Juvenile Paper (14) 1.5 -5.0
Audio (22) -36.9 -3.6
Aud. Download (8) 32.8 34.3
Electronic (14) 118.9 204.2
Religious (18) -8.0 1.4
Higher Ed. (10) 35.2 27.4
Univ. Pr. Hard (33) 7.7 1.9
Univ. Pr. Paper (33) 8.6 1.3
Professional (8) 2.2 11.4
Elhi (9) 39.0 19.8

At the midway point of 2010, the mass market paperback and e-book segments are taking different paths. According to the AAP's monthly sales estimates, e-book sales from the 14 companies that report results rose 204.2%, to $179.7 million, in the first half of the year, while sales at the nine reporting mass market houses fell 14.9%, to $325.6 million. With the divergent trends, e-book sales at the end of June stood at 55% of mass market sales compared to 15% at the end of June 2009. The children's segment showed the effects of the decline in Stephenie Meyer sales with the hardcover and paperback segments both posting declines in the first half of the year. The elhi segment, despite tight state budgets, bounced back in the six-month period, up 19.8% driven by a 43.2% increase in spending by adoption states.