"Sales volume of print books sold in the United States in 2020 totaled 751 million units, according to NPD’s analysis, accounting for an 8.2 percent year-over-year increase from 2019. NPD reports that these figures account for the best year for print book sales in the U.S. since 2010." - Jon Gingerich, Odwyerpr.com, February 26, 2021.
Top sellers ranged from the inspirational "A Promised Land" by Barack Obama to the expose "Too Much and Never Enough" by Mary Trump.
The sales driver was COVID-19. Not only were we locked in. There came a tipping point in how much screen time we could or would absorb. We longed to go old-fashioned and read. Sprawl on the couch. However, many public libraries were closed for walk-ins. Books could only be checked out in off-putting ways. So, sure, pop again to buy books. They arrived right at the door.
However, businesses and individuals who assume they are savvy about trendwatching shouldn't rush into planning to do a print book. As that adage screams, the past isn't prologue.
When COVID-19 pulls out of town the pent-up demand for activities outside the walls of the home is bound to explode.
According to Deloitte, reports AP, the coming of vaccines has boosted planning for travel.
Bad news for Peloton, gyms could reopen. The message is out: Sitting is the new smoking. In the UK that could be in April 2021. Don't count on gym rats to bring a print book to read during a complex workout.
In "South Bay United Pentecostal Church v. Newsom," SCOTUS ruled the reopening of churches in California, with some guidelines. Religious organizations are social. The congregations will be out and about singing in the choir, doing good works and fundraising in innovative ways.
Print books could return to being a fading medium.
The circling back to a downward trajectory could be accelerated by podcasting. Talk is easier to do than the intricate systems of the print medium. Also it's more fun. And it can be absorbed in a mobile way.
I published a major article on Odwyerpr.com about podcasting trends in 2021. Sure, Obama has out there a bestseller print book. But recently what has been his media magnet is his Spotify podcast with Bruce Springsteen. It's called "Renegades: Born in the USA."
There's more than that, though, to marketability.
Also, companies and individuals have to be more engaging on social networks, be they LinkedIn or Twitter. That requires thought leadership or going beyond the platitudes, along with catchy headlines. Embed old-fashioned soul in posts. What's sincere has become the new pull force.
E-books? Glutted territory.
White papers. They're back. That's because they are data-rich, straightforward and being developed by blockbuster brandnames such as those in management consulting and think tanks. The template is standard. Lean into it, like an old shoe.
Meanwhile, advocacy platforms such as Vice and Abovethelaw keep the tone of communications, both internal and external, from excessive arrogance.
Small changes can trigger big success in your career and your business communications. Swing by for a complimentary consultation (janegenova374@gmail.com)
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