Quite rightly, there was a celebratory air to last week’s IPG conference. While the trend for most media sectors is reported as gloomy, book sales have been consistently growing for the last few years.
According to Mintel, 74% of Brits bought or read / listened to a book in 2016/17. The Publishers Association reported record sales of books and journals in the same period, rising to £4.8bn. Sales in both print and digital categories are up – with print consumption massively dominating the UK market (around 90% of copy sales).
So why are print books outlasting their physical counterparts in other media sectors? Well,