Is Bigger Better?

Recently, both Penguin Group and Simon & Schuster announced that they would be testing a new mass market format in hopes that it will give paperbacks a needed sales boost. S&S began testing its new paperback format with the early December release of Minette Walters' Disordered Minds, and Penguin will test its new format with the February publication of a CSI graphic novel. Penguin's new mass market format size is 4 1/4" x 7 1/2", while S&S plans to test a mass market size of 4 1/4" x 7 5/8" versus the standard mass market size of 4 3/16" x 6 3/4". Both publishers will charge more for the bigger paperback format.

Leslie Gelbman, president, publisher, and editor-in-chief of the Penguin's Berkley Books and president of mass market paperbacks, told BTW via e-mail that, "the production values [of the new format] are similar to trade paperback or hardcover production values -- in other words, we are using a different paper stock than we use in mass market and the type is larger and easier to read."

Gelbman noted that Penguin decided to try a new mass market format because "mass market sales have been soft and trade paperbacks have been growing. We knew it was time for a change when some of our major accounts decided that they would be drastically cutting back on buying mass market titles. We did some market research, which showed us that readers (especially baby boomers) would prefer larger type for more comfortable reading. Then there's the factor of younger readers who are used to reading books in trade paperback format rather than mass. So we put it together and came up with a format that still fits into the mass market racks, has larger type, and is still priced lower than most trade paperbacks."

Disordered Minds' on-sale date was December 7, and "so far all signs point to a successful publication," Gelbman reported. "In fact, it is already tracking on several bestseller lists. Almost all our accounts are excited about something new and different and are lending their support." She added that, considering the positive feedback, "we'll certainly be trying this format with other titles."

As for S&S, Adam Rothberg, vice president, director of corporate communications for S&S, described the format test as "dipping our toe in the water." As for the reasons for trying a new mass market size, he noted, "I think it's no secret to anyone that there's been an industry-wide decline in mass market sales," and added that "there's room to experiment with a new format." The mass market format will not only be bigger, but will have a "little larger" print, and a higher price -- $9.95 instead of $7.99, he said. --David Grogan