Between the Sheets: Romance Heats Up E-book Sales

I've always known that the romance books were not only something I enjoy but also that the genre was one of the best-selling segments of the book biz. It also was kind of a given that romance readers would be some of the top buyers of e-books, given the unfortunately stigmatized nature of the genre and the flashy, less-than-subtle covers.

But I'll admit that I never expected the front page of the New York Times to tout the trend. I gotta say it made me grin like whoa when I heard about this morning's article (I also adore Sarah Wendell of Smart Bitches, Trashy Books, so that didn't hurt either!):

Sarah Wendell, blogger and co-author of “Beyond Heaving Bosoms,” is passionate about romance novels.

Except for the covers, with their images of sinewy limbs, flowing, Fabio-esque locks or, as she put it, “the mullets and the man chests.”

“They are not always something that you are comfortable holding in your hand in public,” Ms. Wendell said.

So she began reading e-books, escaping the glances and the imagined snickers from strangers on the subway, and joining the many readers who have traded the racy covers of romance novels for the discretion of digital books.

If the e-reader is the digital equivalent of the brown-paper wrapper, the romance reader is a little like the Asian carp: insatiable and unstoppable. Together, it turns out, they are a perfect couple. Romance is now the fastest-growing segment of the e-reading market, ahead of general fiction, mystery and science fiction, according to data from Bowker, a research organization for the publishing industry.

Publishers and retailers, spying an opportunity, have begun pursuing in earnest those enthusiastic romance readers who have abandoned print for digital.

“Romance,” said Matthew Shear, the executive vice president and publisher of St. Martin’s Press, which releases 40 to 50 romance novels each year, is “becoming as popular in e-books as it is in the print editions.”

When “Maybe This Time,” a lighthearted ghost romance by the best-selling author Jennifer Crusie, went on sale in August, it sold as many e-books as hardcover books in its first week, Mr. Shear said, a phenomenon that he began noticing this summer with other romance titles.

At All Romance, an online retailer that sells only e-books, sales have more than doubled this year, and the most sought-after titles are usually the raciest.

“It’s easier to check out some naughty little title online than in a brick-and-mortar store where your pastor could step up in line behind you,” said Barb Perfetti, the chief financial officer of All Romance. “We’ve had lots of customers write to us and say, ‘Now I don’t always have to show my husband what I’m reading.’ ”

Barnes & Noble, the nation’s largest bookstore chain, is courting romance readers more aggressively than ever. William Lynch, the chief executive, said in an interview that until recently Barnes & Noble was a nonplayer in the huge romance category, but that it now has captured more than 25 percent of the market in romance e-books. Sometime next year, he said, he expects the company’s e-book sales in romance to surpass its print sales.

“This is a new business for us,” Mr. Lynch said. “Romance buyers are buying, on average, three books a month. That buyer is really, really valuable.”

Dominique Raccah, the publisher and chief executive of Sourcebooks, an independent publisher in Naperville, Ill., said her romance e-book sales had grown exponentially this year, outpacing any other category. In the first quarter 8 percent of total romance sales at Sourcebooks were from e-book sales. By the third quarter that number had gone up to 27 percent. (Major trade publishers say e-books now make up about 9 to 10 percent of overall sales.) “You’re seeing the real development of a market,” Ms. Raccah said.

Romance is a natural leader here. The genre took off in the 1980s, when it expanded from the typical dreamy or bodice-ripping historical novels to include contemporary, plot-driven stories with characters drawn from real life. (Happy endings, though, are still required.) In 2009, when more than 9,000 titles were published, romance fiction generated $1.36 billion in sales, giving it the largest share of the overall trade-book market, according to the Romance Writers of America, which compiles statistics on romance books.

Nearly 75 million people read at least one romance novel in 2008, the group said. (Ms. Wendell and her co-author, Candy Tan, wrote in “Beyond Heaving Bosoms” that romance novels are “easily the most-hidden literary habit in America.”)

Romance readers tend to be women ages 31 to 49 who are — contrary to the popular image of Miss Lonelyhearts living vicariously through fictional tales of seduction — in a romantic relationship, according to the writers group. They frequently fly through a book or more a week, and from the beginning they have jumped at the chance to store hundreds of titles on a single device — where the next happy ending is a download away.

Read the rest of the article HERE

I applaud you, New York Times, for bringing the genre to the forefront--literally--and setting the record straight to a certain extent. It's about time.

For you readers out there who haven't delved into the romance genre just yet, don't be shy--take a peek and enjoy!

Need recommendations? Check out my list of all-time faves HERE. Or just leave a COMMENT on this post! Us romance fans will happily oblige with some great recs for your tastes!