Category % Change Oct. % Change YTD
Adult Hard (14)* -16.9% -18.3%
Adult Paper (17) -18.2 -16.8
Mass Market (7) -37.6 -33.7
Juvenile Hard (11) -7.3 -10.9
Juvenile Paper (10) -2.4 -12.9
Audio (13) 0.7 -10.6
Aud. Download (12) 15.6 27.5
Electronic (20) 81.2 131.1
Religious (22) 12.4 9.0
Higher Ed. (8) 218.9 -1.2
Univ. Pr. Hard (31) -5.8 -6.9
Univ. Pr. Paper (30) 16.3 -3.8
Professional (8) -12.7 -8.1
Elhi (9) 4.0 -9.7


(Measured in $ sales against same time periods, 2010)
* Number of reporting companies

Sales in the mass market paperback segment took another big fall in October, down 37.6% at the seven houses that reported results to the AAP’s monthly sales report. With two months of 2011 to go, it appears the segment will lose about one-third of the sales it generated in 2010. Sales of e-books rose 81.2% in October, its slowest growth in the year, although the 20 publishers that reported sales added $32.6 million in revenue compared to October 2010. For the year to date, e-book sales were ahead 131.1%, to $807.7 million at the reporting companies. Print trade segments were all down for the month and for the January through October period, although religion book sales were up 12.4% in the month and 9.0% in the year to date.