• Introduction
• Who Are the Buyers?
• Girls Are Still Reading More Than Boys

• Table 1.1: Who Is Buying Most of the Children’s/YA Titles in Your Store?
• Table 1.2: Overview of Book Purchasing Population (U.S. Adults) with No Children in Household vs. One or More
• Table 1.3: Overview of Book Purchasing Population (U.S. Adults) with One or More Children in Household
• Table 1.4: Overview of Book Purchasing Population (U.S. Adults) Buying Books as Gifts
• Table 1.5: Describe the Gender Mix of Children’s/YA Book Buyers at Your Store

Chapter 2: Trends in Children’s Book Publishing

• Introduction
  • Growth in Children’s/YA Business Outpacing Adult Trade
  • The Role of the Internet Still Evolving
• Children and Young Adults Are Reading Less
• Series Keep Rising
• Series Case Study: Harry Potter
• Fewer Authors Responsible for More Books
• Trade Paperback Gaining Favor
• Motion Picture Tie-Ins
• Retailers and Publishers’ Relationships and Influence Changing
• Teen Book Market Growth Outpacing Young Children’s

• Table 2.1: Growth of Juvenile Trade vs. Adult Trade
• Table 2.2: Bookstores Compare the First-Half Performances of Adult Trade and Juvenile, 2008 vs. 2007
• Table 2.3: Percentage of Children Who Read Almost Every Day for Fun
• Table 2.4: Percentage of Children Who Read a Book the Previous Day
• Table 2.5: Percentage of Time Spent Reading While Using Other Media
• Table 2.6: Growth of Series in Title Output as a Percentage of Total Books Published, 2004-2009P
• Table 2.7: NYT/USA Today Children’s Bestsellers, July 2007-June 2008
• Table 2.8: Scholastic Revenue, FY2000-FY2007
• Table 2.9: Average Bestselling Titles per Author
• Table 2.10: What Format of Children’s/YA Has Been a Particularly Strong/Weak Performer So Far in 2008?
• Table 2.11: How Would You Rate the Following Formats of Children’s Books in Terms of How They Sell?
• Table 2.12: Top 20 Books to Movies, 2002-2007
• Table 2.13: New York Times Performance of Louis Sachar’s Holes, 2001-2005
• Table 2.14: Children’s Titles on Weekly Bestseller Lists
• Table 2.15: When Looking at Children’s and Young Adult Titles Separately, How Would You Say Your Business Is Trending?

Chapter 3: Leading Authors, Books and Imprints

• Introduction
• New York Times Series Bestsellers
• USA Today Bestsellers
  • Bestselling Books
  • Bestselling Authors
  • Leading Imprints
• Composite Analysis of USA Today and New York Times Lists
  • Bestselling Books
  • Bestselling Authors
  • Leading Imprints
• Comparing Parent Publishers: Total Bestsellers and Weeks per Title

• Table 3.1: No. of New Children’s/YA Titles Appearing on NYT & USA Today Bestseller Lists, July 2006-June 2008
• Table 3.2: Top 20 New York Times Series, July 2007-June 2008
• Table 3.3: Top 20 New York Times Series Authors, July 2007-June 2008
• Table 3.4: Top New York Times Series Imprints, July 2007-June 2008
• Table 3.5: Top 20 USA Today Bestsellers, July 2007-June 2008
• Table 3.6: Top 20 USA Today Authors, July 2007-June 2008
• Table 3.7: Top 20 USA Today Imprints, July 2007-June 2008
• Table 3.8: Top 20 Authors, July 2007-June 2008
• Table 3.9: Top 20 Authors, July 2006-June 2007
• Table 3.10: Top 20 Imprints, July 2007-June 2008
• Table 3.11: Leading Children’s Book Publishers, Two-Year Comparison, July 2006-June 2008
• Table 3.12: Bestseller Comparison by Publisher, 2007

Chapter 4: Market Sizing and Forecasts

• Introduction
• Leading Children’s Publishers
  • Candlewick Press
  • Disney Publishing Worldwide
  • Hachette/Little, Brown Books for Young Readers
  • HarperCollins
  • Houghton Mifflin Harcourt
  • Macmillan
  • Penguin Group (USA)
  • Random House
  • Scholastic
  • Simon & Schuster
• Revenue Trends
• Valuation Trends
• Size of the Children’s Publishing Market
• Leading Children’s Publishers by Revenue
• First-Half Comparisons, 2008 vs. 2007
• Forecast for Balance of 2008 and Early 2009

• Table 4.1: Harry Potter-Only Revenue, Scholastic
• Table 4.2: Revenue Growth, Children’s Trade Book Market, 2006-2010P
• Table 4.3: Leading Children’s Publishers by Estimated Revenue, 2006-2010P
• Table 4.4: AAP Results: Children’s/YA Category Net Sales
• Table 4.5: AAP Results: Children’s/YA Category Returns

Chapter 5: Category Trends

• Introduction
• The Top Categories
• USA Today Bestseller Data
• Children’s Titles vs. All Titles Released
• Children’s/YA Category Analysis
• Action & Adventure
• Animals
• Family & Relationships
• Fantasy
• Graphic Novel
• History
• Horror
• Horror & Ghost
• Humor
• People & Places
• Religion
• Schools & Education
• Science Fiction
• Social Issues
• Social Science
• Format Trends

• Table 5.1: Leading Children’s Book Categories by No. of Bestselling Titles, July 2006-June 2007
• Table 5.2: Leading Children’s Book Categories by No. of Bestselling Titles, July 2007-June 2008
• Table 5.3: Leading USA Today Children’s Book Categories by No. of Bestselling Titles, July 2007-June 2008
• Table 5.4: New Children’s/YA Titles vs. All New Titles Released, 2003-2007
• Table 5.5: Select Category Ratings, 5-Year Overview
• Table 5.6: Action & Adventure 5-Year Bestseller Performance
• Table 5.7: New Children’s/YA Action & Adventure Titles vs. All Juvenile Titles
• Table 5.8: Animals 5-Year Bestseller Performance
• Table 5.9: New Children’s/YA Animal Titles vs. All Juvenile Titles
• Table 5.10: Family & Relationships 5-Year Bestseller Performance
• Table 5.11: New Children’s/YA Family & Relationships Titles vs. All Juvenile Titles
• Table 5.12: Fantasy 5-Year Bestseller Performance
• Table 5.13: New Children’s/YA Fantasy Titles vs. All Juvenile Titles
• Table 5.14: Graphic Novel 5-Year Bestseller Performance
• Table 5.15: New Children’s/YA Graphic Novel Titles vs. All Juvenile Titles
• Table 5.16: History 5-Year Bestseller Performance
• Table 5.17: New Children’s/YA History Titles vs. All Juvenile Titles
• Table 5.18: Horror 5-Year Bestseller Performance
• Table 5.19: New Children’s/YA Horror Titles vs. All Juvenile Titles
• Table 5.20: Horror & Ghost 5-Year Bestseller Performance
• Table 5.21: New Children’s/YA Horror & Ghost Titles vs. All Juvenile Titles
• Table 5.22: Humor 5-Year Bestseller Performance
• Table 5.23: New Children’s/YA Humor Titles vs. All Juvenile Titles
• Table 5.24: People & Places 5-Year Bestseller Performance
• Table 5.25: New Children’s/YA People & Places Titles vs. All Juvenile Titles
• Table 5.26: Religion 5-Year Bestseller Performance
• Table 5.27: New Children’s/YA Religion Titles vs. All Juvenile Titles
• Table 5.28: Schools & Education 5-Year Bestseller Performance
• Table 5.29: New Children’s/YA Schools & Education Titles vs. All Juvenile Titles
• Table 5:30: Science Fiction 5-Year Bestseller Performance
• Table 5.31: New Children’s/YA Science Fiction Titles vs. All Juvenile Titles
• Table 5.32: Social Issues 5-Year Bestseller Performance
• Table 5.33: New Children’s/YA Social Issues Titles vs. All Juvenile Titles
• Table 5.34: Social Science 5-Year Bestseller Performance
• Table 5.35: New Children’s/YA Social Science Titles vs. All Juvenile Titles
• Table 5.36: Total Juvenile Hardcover Titles Published, 2003-2007
• Table 5.37: Total Juvenile Softcover Titles Published, 2003-2007

Chapter 6: Distribution and Retail Sales

• Introduction
• Where Books Are Being Purchased
• Children’s/YA Through the Lens of Bookstores
• Mass Merchandisers and Children’s Book Retailing
• Big Three Chains’ Dim Outlook for 2008
  • Barnes & Noble
  • Borders Group
  • Books-A-Million
• Profit Margins at the Big Three Chains
• Physical Store Locations
• New Retail Book Sales Outlets Continue to Emerge
• Online Bookselling
• Book Clubs, Fairs and Direct-to-Consumer Sales

• Table 6.1: Overview of Book Purchasing Population (U.S. Adults), Sales Channel Trends
• Table 6.2: Number of Physical Stores, Big Three vs. Big Box
• Table 6.3: What % of Your Business Is Comprised of Children’s/YA Sales
• Table 6.4: What % of Harry Potter and the Deathly Hallows Buyers Bought Another Book at the Same Time?
• Table 6.5: Is Your Store Planning a Midnight Party or Some Other Special Event when Breaking Dawn Is Released?
• Table 6.6: What Age Range Are Your Most Successful Children’s/YA Titles Found?
• Table 6.7: How Effective Are the Following Children’s/YA Promotional Efforts?
• Table 6.8: Bestselling Children’s Books at Select Retail Store Web Sites, 2008
• Table 6.9: Revenue Growth, Leading Bookstore Chains, 2004-2007
• Table 6.10: Growth in Superstore Sales, Major Retail Chains, 2004-2007
• Table 6.11: Big Three Bookstore Chains Operating Performance, 2003-2007
• Table 6.12: Number of Superstore Outlets, 2003-2007
• Table 6.13: Revenue of Leading Online Booksellers, 2004-2007

Chapter 7: Forecasts and Conclusions

• Conclusions
• Other Recommendations

• Table 7.1: Revenue Growth, Children’s Trade Book Market, 2006-2010P
• Table 7.2: Things Parents Have Done in Relation to Their Child’s Reading Habits

Profiles of Leading Children’s Book Publishers

• Candlewick Press
• Disney Publishing Worldwide
• Hachette Book Group
• HarperCollins
• Houghton Mifflin Harcourt
• Macmillan
• Penguin Group (USA)
• Random House
• Scholastic
• Simon & Schuster