As lockdowns drag on and consumers spend more time at home, publishers are continuing to lean in to direct mail to engage their audience … and they are finding creative new ways to make it happen. “Publishers know Americans are going to be hunkered down at home for another few months of coronavirus-created isolation,” writes Max Willens in Digiday, “so some of them are hoping to drive more revenue by going right through readers’ front doors.” Those doors are especially attractive to direct-to-consumer (DTC) brands, and many are helping their DTC advertisers create direct mail campaigns. “Over the past few months, The Los Angeles Times has been pitching direct mail and custom publishing campaigns to media agencies focused on DTC brands,” Willens writes.
Unit sales of print books rose 7.9% in the week ended Oct. 10, 2020, over the comparable week in 2019, at outlets that report to NPD BookScan, with three new titles topping the bestseller list. The two biggest bestsellers were in adult nonfiction, helping to lift unit sales up 7% over the week ended Oct. 12, 2019. Ina Gartner’s Modern Comfort Food sold nearly 129,000 copies in its first week, while Humans by Brandon Stanton followed, selling almost 103,000 copies. Juvenile fiction sales rose 11.9%, led by The Tower of Nero by Rick Riordan, which sold close to 49,000 copies in its first week. The biggest increase came in the smallest category, YA nonfiction, where unit sales jumped 63.9% in the week.
more at source: https://www.publishersweekly.com/pw/by-topic/industry-news/bookselling/article/84651-print-unit-sales-up-7-9-in-early-october.html