Market trends in the first months of 2018

The Trade Books market in the first three months of the year grew by +4.1%1, meanwhile at April the market grew by approximately 1%.
Sales channels continued the trends seen in the last quarters: bookstore chains (accounting for approximately 42% of the total market) were basically steady (-2% at April), while independent bookstores (approximately 25% of the market) fell by 1.3% (-3.1% at April); e-commerce increased by +21.6%, making for 24.1% of the total market (+15.4% at April); large retailers continued the downward, albeit more moderate, trend witnessed over the past few quarters, dropping by -4.5%, representing 8.2% of the market (-9.5% at April).
As to products, hardcovers (making for 83.0% of the market at 31 March) and paperbacks were both on the rise by +4.7% and +1.1% respectively, while in April their performance stood at +1% and -1.3% respectively.

Italian magazine markets in the first months of 2018 reported a strong downward trend.
The advertising market was dropped slightly overall (-1.3%), the downturn involving the whole range of print media, specifically: newspapers (-9.3%) and magazines (-11%); the Internet market closed in positive territory (+2.5%)2.
The magazine circulation market dropped by 9.3%, affecting both the newsstand and subscription channels.
The add-ons market plummeted (-19.5%), continuing the downtrend reported in 2017.

In the period under review, Mondadori France’s relevant markets continued to decline versus the prior year:
– in sales in the newsstand channel (-5.2% at February)3;
– in print advertising sales (-9.9% at February)4.
– in digital advertising sales (-2.5% at February)5 .

1 Source: GFK, March 2018 (figures in terms of market value)
2 Source: Nielsen, cumulative figures at March 2018
3 Source: Mondadori France + Presstalis, figure at February 2018
4 Source: Kantar Media, cumulative figures in terms of value at February 2018
5 Source: SRI, figure at February 2018

Market's evolution

Trade books 4.1%5.4%2.3%1.3%-0.4%0.7%2.3%2.6%0.5%0.9%-2.0%-2.7%-2.9%
  • Bookstore chains
  • Independent bookstores
  • E-commerce
  • Large retailers
Magazines Italy
  • Circulation*
  • Advertising




  • Add ons
Magazines France
  • Circulation (newsstands)
  • Advertising (print)

* Starting from 1H 2016, the % varations refer to the whole circulation market trends (newstands + subscriptions)

Trade book: GFK (value)
Magazine Italy: circulation, internal estimate (value) – advertising, Nielsen (value)
Magazine France: circulation, internal estimate (value) – advertising, Kantar Media (value)