Penguin Debuts Premium Paperbacks

by Jim Milliot -- Publishers Weekly, 2/14/2005

Penguin Group USA has moved to put its stamp on a new, slightly larger and higher-priced ($9.99) mass market paperback edition with its introduction of the Penguin Premium format. The new format features a trim size of 4/"×7½" and improved production values designed to make for easier reading. Penguin began testing the format earlier this year with Minette Walters's Disordered Minds (News, Nov. 29, 2004), and spokesperson Liz Perl said reaction from accounts was positive enough for it to roll out a more extensive program.

The reprint edition of Maeve Binchy's Night of Rain and Stars will appear in the premium format when it is released in July. Paperback reprints of Clive Cussler, Nora Roberts, Stuart Woods and Robin Cook hardcovers will also be published as premium editions later this year. In addition, paperback originals by Catherine Coulter and Christine Feehan will be released as premiums format paperbacks.

Early response to Disordered Minds from selected accounts showed a pop in sales for the title. Sales at Borders were up 39% over Walters's last book and Baker & Taylor sold as many copies of Disordered Minds in five weeks as her previous book sold in 10 months. "We even got some fan mail," said Perl.

Simon & Schuster is testing a new paperback size and other publishers are also experimenting with different formats.