AAP Launches Revamped Statistics Program

In an effort to improve its statistics program, late last year the Association of American Publishers hired a new statistician, the Institute for Publishing Research, and recruited more members of the industry to get involved with the program. "We want to make the statistics more comprehensive and more relevant," said AAP spokesperson Judy Platt.

The first results of those efforts can be seen in the AAP's monthly sales estimate for January that features a number of new categories, including e-books and supplementary education as well as the return of the religion segment. And in order to increase participation in the monthly program, IPR has moved the questionnaire to an electronic distribution model that IPR head Al Greco said should make it easier for publishers to use. The change will also provide greater accuracy and improve turnaround time. Greco said that IPR and the AAP are also working to increase the number of companies that report to the program. All publishers, not just AAP members, can participate in reporting sales by going to the AAP's Web site at www.publishers.org. and downloading the questionnaire.

The January report shows, in addition to explosive growth of e-books, which soared 1,447% (see story next week), weak sales in the trade segments, a trend consistent with the soft sales reported by the major chains in the month. Sales in the elhi segment (now divided into basal textbook and supplementary materials) increased as expected as more state adoptions took place. Elhi sales increased a total of 6.8% in January as textbook sales rose 9% and supplemental sales increased 3.3%. Sales in the higher education segment, which had a strong 2002, fell 2.7% in the month.