The publishing industry keeps climbing after a strong run starting in 2010. Projections for 2023 point to a growth rate surpassing 1 percent, with 2022 showing a similar uptick. Analysts expect a rise up to 2.3 percent driven by steadier demand and some price increases, according to a recent briefing at the 8th Edita Forum in Barcelona. The forum was organized by the Catalan Publishers Association and Pompeu Fabra University and featured insights from the market intelligence firm GfK, now part of Nielsen, a major player in the sector.
The event highlighted a cautiously optimistic start to the year, noting a 0.9 percent growth in the first half compared with the previous year’s period. In 2022, annual growth reached 3.5 percent, with July and August continuing a positive trend. Turnover was around 505 million euros, approaching the pre-pandemic peak of 514 million euros in 2011 and exceeding the 501 million euros recorded in 2022. Key factors identified include inflation, the global economic climate, rising paper prices amid the paper shortage, the war in Ukraine, and broader macroeconomic conditions. The opening remarks echoed a sentiment of market resilience. A prominent industry leader underscored the stability of the publishing market in the face of these pressures.
Despite positive indicators, unit sales did not necessarily rise. Copies sold fell by about 2.4 percent in the period, while the average selling price increased by roughly 3.5 percent compared with 2022. The average price moved from around 14.3 euros in June to nearly 15 euros in July and August, with expectations that this average could be surpassed by September. Innovations are anticipated to push the average price up by about 7 percent to 16 euros.
manga recession
Fiction and non-fiction remained the best sellers in the period, yet a slow down was noted in certain genres. The manga segment, after a surge in recent years driven by pandemic effects, is now experiencing a modest retreat. This signals a market adjusting after a period of rapid growth, rather than a fundamental decline in demand.
San Jordi
Special attention was given to the Sant Jordi festival, a pivotal event for the publishing sector in Catalonia. After a strong in-person turnout in 2021, turnover reached 46.1 million euros that year, dropped to 42.9 million in 2022, and climbed to 44.4 million in 2023. The week saw sales approaching nearly one and a half million copies, with booksellers driving about 71 percent of these sales. Catalan titles accounted for 41 percent of total sales, while fiction represented 37 percent, non-fiction 30 percent, and Children and Young Adult literature 25 percent.
Elsewhere, during a three-week window, the Madrid book fair maintained stability as bookstores contributed only 32 percent of sales, with non-fiction outselling fiction by a wide margin.
The health of librarians
The market outlook praised the vitality of booksellers, noting their adaptability and ongoing reinvention as major drivers of growth despite competition. Sales rose by about 2.9 percent, reversing a 7 percent decline seen in the prior year. Online channels increased their share to 29 percent, up from 25 percent before the pandemic and 35 percent during peak restrictions.
Geographically, Catalonia and Madrid currently lead book sales with similar shares, yet Catalonia reported a 4 percent year-on-year gain while Madrid showed a 3 percent decline. Regions such as Valencia and the Balearic Islands posted positive growth, whereas Galicia and the Basque Country recorded declines.
Christmas and Kings
Seasonal peaks remain critical for the sector, with Christmas and the Three Kings period traditionally delivering the strongest sales. September rentals and the onset of summer vacations also help sustain momentum.
Additional market data reveal that internet use remains substantial. On average, people spend nearly three hours online daily, a figure that has fluctuated with the pandemic era. Before the pandemic, average daily online time hovered around 165 minutes, rose to 208 minutes during lockdowns, and stayed near 177 minutes in the current year. Messaging platforms such as WhatsApp and Telegram remain the most active channels.
By midsummer, about one third of internet users had sought information about the world of books. November and December tend to yield the highest levels of engagement. Industry observers note that the most visited sites are run by book experts who curate reliable, high-quality content.