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In a move that has left many in the publishing industry both disappointed and somewhat prepared, Readerlink has announced its decision to cease distribution of mass market paperbacks to mass merchandisers by the end of 2025. This decision reflects a trend observed over recent years where mass merchandisers, which had dominated sales in this format, have seen a decline in interest due to diminishing sales and narrow profit margins. An anonymous executive from a major publishing house remarked on the situation to PW, suggesting this outcome was anticipated.
Interestingly, a portion of publishers may find some respite from this shift. A significant chunk of mass market paperback sales is now originating from classic titles rather than reprints of previously popular books. These classics are often targeted at students and sold through retailers like Barnes & Noble. An analysis of Circana BookScan’s 2024 bestseller list revealed that among the top 50 mass market paperbacks sold last year, the majority were established titles, with only 14 new releases entering the ranks.
The leading titles include the 75th anniversary editions of George Orwell’s Animal Farm and 1984, published by Signet Classics, which sold approximately 226,000 and 218,000 copies, respectively. Despite the overall decline in this format, certain authors continue to benefit from the mass market paperback model—Danielle Steel’s latest release, Happiness, published by Delacorte Press, was the top new release, moving nearly 53,000 copies. Her other titles combined recently made a robust sales figure of over 257,000 copies.
Historically, there have been attempts to rejuvenate the mass market paperback format during downturns, such as adjustments in print size. However, this current situation seems to have prompted little interest in exploring such innovations. A consensus among various publishers indicated that many authors currently using this format will likely transition to trade paperbacks, with one executive predicting a significant reduction in mass market publications moving forward. Reprints may also be evaluated individually depending on their potential marketability.
James Daunt, the CEO of Barnes & Noble, emphasized that the retailer would not be repositioning itself to support the mass market paperback format. He noted that prior to Readerlink’s announcement, many stores had already reduced or eliminated sections for new mass market titles in approximately a third of their locations. Daunt mentioned that demographic analysis indicated older consumers are the primary buyers of commercial mass market paperbacks, suggesting that specific stores in areas with a higher population of these buyers might introduce some of this inventory back into their offerings.
As the industry braces for the impending withdrawal of mass market titles from major retail locations, there remains a sense of optimism among publishers. With a grace period before this shift takes effect, they believe they have time to swiftly adapt their inventory displays to prioritize trade paperbacks. HarperCollins, a significant player in the mass market paperback sector, has stated its commitment to expand the distribution of trade paperbacks, signaling support for retailers adapting to these changes.
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www.publishersweekly.com