The latest report measuring the performance of the trade market in 2004 comes from the Association of American Publishers. The report, which compiles statistics from 19 publishers— including results from the top seven consumer publishers—confirms trends that showed a soft trade market last year. Total net sales from the 19 publishers fell 1% in 2004, to $5.46 billion, with unit sales down 2.6%.
The children's hardcover segment had the largest sales decline, with sales off 15.3% despite a 2.7% increase in units, a result that reflects the absence of a new Harry Potter title. Sales in mass market paperback were down 8.8%, with units declining 9.8%. The religion book segment was the strongest last year, with sales up 9.1%. The adult hardcover segment also had a solid 2004, with sales ahead 6.0%, despite a 2.7% decline in units.
Returns were up slightly at the reporting companies, rising to 30.6% of gross sales from 28.7% in 2003. The most dramatic jump came in the mass market category, where returns rose to 44.9% from 39.8%.
