This summer, consumers will be fed up and looking for ways to adapt to broken societal systems, seeking meaningful understanding of the world and themselves through antiheroes, and seeking a slowed-down season to indulge in big and little pleasures as a respite from stress, climate change, and election noise. . . . Read on to learn more about the insights informing these shifts, and how this impacts the book industry and authors.
In this newsletter, we are pleased to share an in-depth marketplace analysis to help create a collective understanding around key 2023 marketplace developments and provide actionable analysis on what we can all do in the year ahead. Following an introduction from Nihar Malaviya, CEO of Penguin Random House, a member of our Sales team, Reid Welsh, Senior Director, Sales Analysis, shares trends and developments about our ever-evolving book marketplace. From the impact of publishing during elections to category growth drivers, this presentation explores the opportunities, realities, and myths of the current marketplace.
The Reader Lounge, a PRH Research Community, is a rebrand of Penguin Random House’s proprietary in-house research panel, where avid readers share their unique perspectives on their preferences, reading behaviors, trends, and other topics relevant to book publishing. It is used in a variety of ways, from testing concepts to genre studies to learning more about consumer needs.
At Penguin Random House, direct communication and relationships with readers are key to marketplace success, and strong consumer marketing and outreach begin with understanding our audience. Penguin Random House Consumer Insights recently released Moments Fall 2023, a report that predicts consumer sentiment and behaviors we can expect during the coming quarter.
What is Persona?
Persona launched in 2017 as Penguin Random House’s first proprietary market segmentation project. It was our largest market research study of readers in the United States and a major milestone in our company’s journey toward being the most consumer-centric book publisher. The research was rolled out to the entire company, providing foundational insights on U.S. readers while also focusing on understanding and segmenting adult and teen readers, and gaining a better understanding of parents of younger readers.
There are many reasons someone might gravitate towards a book. Take a debut mystery, for example. A reader might pick it up because they are a die-hard fan of the genre. They check out any new mystery title recommended by their favorite BookTokkers. There are readers who gravitate towards a book because of its themes, or because the characters look, speak, or behave like they do. Then there are the readers we have yet to discover, who didn’t expect to fall in love with a title and can become the book’s greatest evangelists.
Penguin Random House recently partnered with Dubit, a children’s media and research company, to better understand what kids and teens watch, read, listen to, and play. Read on to learn more about media trends in these age groups.
At Penguin Random House, direct communication and relationships with readers are key to marketplace success, and strong consumer marketing and outreach begin with understanding our audience. Penguin Random House Consumer Insights is excited to present Moments Fall 2022, a report that predicts consumer sentiment and behaviors we can expect during the coming quarter.
At Penguin Random House, direct communication and relationships with readers are key to marketplace success, and strong consumer marketing and outreach begin with understanding our audience. Penguin Random House Consumer Insights is excited to present Moments Spring 2022, a report that predicts consumer sentiment and behaviors we can expect during the coming quarter.
At Penguin Random House, direct communication and relationships with readers are key to marketplace success, and strong consumer marketing and outreach begin with understanding our audience. Penguin Random House Consumer Insights is excited to present Moments Fall 2021, a report that predicts consumer sentiment and behaviors during the coming quarter. Read more