CATEGORY % CHANGE % CHANGE
- July YTD
Adult Hard (17)* -15.2% 10.2%
Adult Paper (19) -10.1 8.6
Mass Market (9) -11.0 -13.1
Juvenile Hard (14) -19.1 -16.0
Juvenile Paper (14) -1.7 -5.9
Audio (21) -35.6 -0.6
Aud. Download (7) 38.4 35.3
Electronic (14) 150.2 191.0
Religious (18) -11.9 -0.4
Higher Ed. (10) 0.2 13.5
Univ. Pr. Hard (34) 20.9 4.6
Univ. Pr. Paper (34) -2.0 1.5
Professional (8) 5.0 9.9
Elhi (9) 4.2 13.5

In what was a generally dismal month for the print trade categories, e-book sales rose 150.2%, to $40.8 million, in July at the 14 publishers that supply results to the Association of American Publishers' monthly sales report. Sales were down in all the major print trade segments, with the trade paperback and children's hardcover categories hurt by heavy returns. Along with e-books, another digital category, downloadable audio, did well in the month, with sales up 38.4%, to $6.6 million, at seven reporting companies, while sales of traditional audio fell 35.6%, to $8.7 million at 21 publishers. Through the first seven months of 2010, e-book sales rose 191.0% to $219.5 million, and continued to close the gap on mass market paperback, where year-to-date sales were off 13.1%, to $385.9 million, as the third largest format for adult titles.