Last November we published our Community Reading Event Impact Report which presented our findings on the impact of the April 2018 Big Library Reads event on the sales of first-time author Jennifer McGaha’s Flat Broke with Two Goats (Sourcebooks, 2018). The report tracked sales of the book from its publication in January through May 2018. This post provides additional insight on the impact of the campaign over the remainder of 2018. The update is based on sales and marketing data generously provided by Sourcebooks.
While print and ebook sales declined following the community reading event in early April and Sourcebooks’ social media campaign in late April/early May, the publisher reported that the rate of decline was slower than usual for similar titles. Sales in June, July, and early August remained close to the pre-campaign sales levels the title established in March.
In addition, the strong sales that the title enjoyed during the community reading event generated enough sustained interest to warrant two special ebook promotions--one in July and one in November. These promotions clearly impacted ebook sales (as seen below), but also correspond to increases in print sales during the same time periods.
The July promotion drove sales volumes close to the peak volumes established during the community reading event. The November promotion drove another substantial lift. (Note that December ebook sales numbers were not available for this update.) Post-campaign ebook sales (May through November) stayed above pre-campaign levels.
We will be conducting additional community reading event studies throughout 2019.