Always on the page the book version Pocket Marketing it seems in any case remain the researcher head of publishing according to the Issues of the book in the Pocket format led by Eric Marti leader of the U ME cabinet the Department of studies forecasting

Always on the page, the book version Pocket Marketing, it seems in any case remain the researcher head of publishing, according to the "Issues of the book in the Pocket format" led by Eric Marti, leader of the U ME cabinet, the Department of studies, forecasting and statistics of the Ministry of Culture. "Both laboratory and significant developments in progress, Pocket format permitted a commercially more"aggressive"stance, where the object book is less sacrilization", says the consultant. With the launch today and until Sunday, the "Reading day" event, these small fascicles should be honoured, with free distributions, particularly in their version "youth", the junior players being particularly targeted this year.

The popular format has indeed the faculty to interfere in all genres and in all distribution channels: independent booksellers, large surfaces food or specialized, but also, increasingly, shops of decoration, art of live sports or gardening, or grocery stores in rural areas. Same date where expected it not, it awards approximately 22 of production in titles and 27 of the copies sold.

With particularity to be targeted on the new edition of books already out, its potential of selling is easier to anticipate. Authors and publishers can thus play on many levers to orchestrate the output of a title and operate the thousand and one ways to live a Fund as may be the case with Harlan Coben (Pocket) or Paolo Coelho (I have read). "All opportunities are good." "Commercial exploitation is regularly driven: exit a novelty of the author in large format, adaptation to cinema or television, birthdays and other celebrations, put in front of a subject by the news or the result of a debate in society", continues Eric Marti.

Diverse tariff policy

Offensive commercial operations take multiple forms: displays in gondola, clubs of players, games competition and operations of fidelity, premiums (1 free for 2 purchased), summer gifts, boxes of the essential compilations ("Harry Potter"...) during the holidays, tariff policy varied with an average price 6,20 EUR but also products of 2 euro entry. "The amount of investment marketing represents about 4 of the sale price excluding taxes in a traditionally cautious Editor, but can exceed 10 and up to 12 for the most aggressive," notes the study. Pocket publishers do not hesitate to make the most popular authors of full marks: a specific subcollection may be developed around their world and their name, which acts as a guarantee to the reader for the introduction of new signatures.

The segment innovates all-out and invests even creative editorial, publishing a novel or adding forewords, afterwords, author's corrections, like DVD bonus. "While the economic format is often regarded as a simple derivative of the"market"of the book, like video, still perceived as a market of makeup for the film despite the success of the DVD, the good health of the Pocket has an impact on the economy of the book", observes Eric Marti. In addition, the delay between the first edition and the release price shortens: eighteen to 24 months a few years ago, it takes in only twelve to fifteen months today in literature, and six to nine months for the documents and tests. The editor integrates in his projected revenues that can be drawn from the "second market", and is thus more prone to take risks and invest in new. As live versions in multiple formats of a same author Ray, which can generate coupled transactions: the release of a new novel is accompanied by promotional operations on the securities in your pocket.

Scanning, a threat

The experience gained in the cheap books undoubtedly influence all of the practices of publishers: rule of the reader, legibility of the offer in the cover design, segmentation of the collections, provided attention to the pricing, follow-up business performance... The fact that the Pocket Edition is in the hands of an oligopoly that awards to 82 of the market promotes the transfer of skills. "Publishers major Pocket Hachette Livre, Editis, Gallimard, Flammarion, La Martinière being the five integrated groups that dominate the book, there is a ripple effect on other formats: these are little by little the methods which have been proven in the Pocket", explains Eric Marti. This is particularly true in the ability to identify communities, "tribes", in cultural consumption, declining the creation of labels and subcollections with signs and codes specific colors, rewarding filiations between writing stars and newcomers.

Creativity and longevity, with several fidélisées generations, the Pocket is still confronted with new threats. On the one hand, the appearance of a third format, the semi-poche, sold a little more expensive (9 to 16 euros) and focusing on less ambitious prints, dilutes its identity. On the other hand, digitization might have because of some genera such as the school and practice guides. As the economic model based on a tight price, it undermines this format, which can hardly cash even increased moderate costs, including transport and paper.