One of the most disappointing aspects of the eBook collapse is the lost opportunities for fiction. For some years, fiction has performed better as eBooks, supplanting mass (pulp) fiction. In the past I mentioned we published 60% fiction but 60% of our sales were nonfiction. As we shifted to a 50/50 split, you would expect sales to shift to 70/30 in favor of nonfiction. Instead, it is more like 80/20.
Yes, in recent months it seems 9 out of 10 print books we sell are nonfiction. The eBooks tend to split about 50/50. Above left is the pie chart by imprint. Sunbury Press is nonfiction as is most of Ars Metaphysica. A smaller portion of Brown Posey Press falls into this category as well. All told it is 80% plus for nonfiction.
While we have seen a strong interest in the Ars Metaphysica imprint and continued growth for the Sunbury Press imprint, Milford House and Hellbender Books have lagged. Brown Posey Press is the only good story for fiction in recent months. This brings to mind some questions:
1) Has our segmentation strategy further hurt fiction sales? In other words, were our fiction authors actually benefiting from being tagged with the Sunbury Press logo?
2) Or, is it a sorting of perceived quality? The literary fiction is doing better than it ever has with its own imprint, but the murder mysteries and horror have not.
3) Or, is it the brands themselves? Perhaps Brown Posey Press and Ars Metaphysica better identify with their target markets than Milford House or Hellbender.
4) Or, maybe we haven’t marketed the brands enough. It took quite a while for the International Thriller Writers to actually recognize the new imprints (Milford House and Hellbender Books). The others had no such restrictions.
More food for thought while chewing on your turkey! One last thing I will mention is the positive response received from independent bookstores for the Brown Posey Press email that went out to them. Maybe more direct email with the other imprints will help. And, we definitely need to leverage the Lurk character (below) for Hellbender Books a lot more!