Meet William Stanek |
Meet Robert Stanek |
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think most everyone is guilty of preaching. I see lots of opinionated posts that
pretty much state, ĎI know everything because I have published a book.Ē And I
know what they mean, because thatís what a lot of people mean when theyíre
giving their opinion. Sometimes Iím one of those people too. Iíd like to think
my 20 years of experience as a pro author and 12 years of experience as an indie
author get me pretty far in the expert department (but Iím also smart enough
that know there are very few actual experts on anything). Publishing has been
changing so fast over the past decade that many so-called experts are left
scratching their heads as they try to understand whatís going on. One of those
experts being left behind is Nielsen BookScan.
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For those who donít know, Nielsen BookScan is a company that collects retail
sales information from bookshops. Many companies, including Amazon.com, use
Nielsen BookScan sales data to track the sales history of books. Some bestseller
lists also use Nielsen BookScan sales data to determine which books are the
bestsellers in specific categories at any given time.
Much like bestseller lists, which Iíve written about in
Lists, Nielsen BookScan sales data doesnít actually show the total sales of any
book in any particular category or at any particular time. More accurately,
Nielsen BookScan sales data is reflective of a statistical sample of sales of
particular books in particular categories or genres at a particular time. More
plainly, Nielsen BookScan sales data captures a relatively small portion of book
sales in particular markets and locations.
However, Nielsen BookScan sales data is often presented as if it shows a bookís
total actual sales or equally as bad some imagined percentage of actual sales.
Even Amazon.com which should absolutely know better as a digital online leader
misrepresents to authors what Nielsen BookScan sales data actually is. BTW, your
Author Central account on Amazon.com shows sales data for Nielsen BookScan US
(which is itself one segment of the ten currently tracked markets).
On numerous occasions, Iíve had publishers and others in publishing tell me with
a straight face that you can tell the total sales of a book simply by
multiplying the Nielsen BookScan sales for a book by some imagined value.
Usually, the X factor stated ranges from 1.5 to 2.5 depending on the type of
book. Twenty years ago, when books released in the US were primarily sold only
in the US in physical, tracked stores that may have been true. Such a thing
hasnít been true for a long, long time in the US or anywhere else.
Hereís what Nielsen BookScan tracks exactly: English Language sales statistics
for the consumer book market from about 35,500 tracked retail stores in 10
countries: Australia, Brazil, India, Ireland, Italy, New Zealand, South Africa,
Spain, UK, and US. Prior to approximately early 2011, the tracked stores
included only specific chain bookshops, key independent bookshops, and key
supermarket stores. After approximately early 2011, Nielsen BookScan also began
monitoring sales from leading internet book sites.
What doesnít Nielsen BookScan track? Everything else. Nielsen BookScan doesnít
track education (school, college, etc) or library sales. Nielsen BookScan
doesnít track sales from most department stores, even though many carry books.
Nielsen BookScan doesnít track non-English Language sales. Nielsen BookScan
doesnít track any bookshops that donít participate in the program or that arenít
considered key or leading. Nielsen BookScan doesnít track non-book sites that
also sell books. Nielsen BookScan doesnít track internet book sites that arenít
considered key or leading. Nielsen BookScan doesnít track English Language sales
in any country other than the 10 where it currently does business.
To understand Nielsen BookScan, you also need to understand that the data is
segmented by market (country). Nielsen BookScan US data is reflective of English
Language sales statistics for the consumer book market in the US and began
operations in January 2001. Nielsen BookScan Australia data is reflective of
English Language sales statistics for the consumer book market in Australia and
began operations in December 2000.
Nielsen BookScan New Zealand data is reflective of English Language sales
statistics for the consumer book market in New Zealand and has been operating
since December 2008. Nielsen BookScan South Africa data is reflective of English
Language sales statistics for the consumer book market in South Africa and began
operations in December 2003. Nielsen BookScan India data is reflective of
English Language sales statistics for the consumer book market in India and has
been operating since October 2010. Nielsen BookScan International data is
reflective of English Language sales statistics for the consumer book market in
the UK and Ireland.
Something else you should know: From its inception to approximately early 2012,
Nielsen BookScan was specifically for tracking titles that were physical
products, meaning tracking of printed books and packaged audio. In approximately
early 2012 Nielsen BookScan began working to track sales statistics for the
consumer ebook market. Prior to this Nielsen BookScan did not track ebook sales.
Nielsen BookScan also does not track digital audio sales in any market.
Nielsen says that BookScan in the US tracks approximately 16,000 locations or
roughly 85% of the market but then states that it collects sales data for only
500,000 titles in a typical week. Visit Amazon.com and youíll find about
12,000,000 titles. My best estimate is that about 35% of these titles are books
actively available in the US, including printed books, digital books, packaged
audio, digital audio, etc. 35% of 12 million titles is 4.2 million. 4.2 million
- .5 million is 3.7 million. Where exactly is the sales data for these 3,700,000
titles? Well, itís not tracked.
Within a market, such as the US, Nielsen BookScan also provides historical sales
data by category, format, author, and publisher with weekly data aggregated into
four and twelve week blocks. Titles are tracked by ISBN, the unique identifier
for book products. Nielsen BookScan can track sales across formats. At present,
this cross-format tracking is for alternate physical editions of books and the
tracking is dependent on each related title being properly cross-linked by the
publisher in the first place (generally by specifying a related ISBN).
The clear problem here is that modern books are often released in many formats,
in many editions, and in many markets. As an example, in the English language
there are over 600 William Robert Stanek titles at Amazon and over 900 William
Robert Stanek titles in library distribution. You can check these numbers
yourself by counting all William Stanek, William R. Stanek, William Robert
Stanek, and Robert Stanek titles.
There are an additional 400 or so of my titles in the English language that
donít even have my name on them. They are sold under a brand name. For example,
Bugville Learning and Ruin Mist Publications are two of my brands and titles
released in these brands may or may not have my name on them even though I have
of course written them.
I have hundreds of inactive and/or otherwise out-of-print titles as well.
Additionally, over the past 20 years, my books have been translated into 34
languages. All of these translations were released in many formats and editions
as well. In total, there are thousands of my titles published in the past 20
How many of these titles has Nielsen BookScan US ever tracked? Well, Nielsen
BookScan US didnít track any sales prior to January 2001. Nielsen BookScan US
didnít track Internet sales until approximately early 2011. Nielsen BookScan US
just started tracking ebooks sales and doesnít track digital audio sales.
Nielsen BookScan US doesnít track education sales. Nielsen BookScan US doesnít
track library sales. Nielsen BookScan US doesnít track any sales outside the US.
I could go on, but I wonít. I think you get the point.
Finally, donít confuse Nielsen ratings with Nielsen BookScan US. With Nielsen
ratings, the television viewing habits of a relatively small cross-section of
households are statistically extrapolated to be representative of millions of
viewers across the US. With Nielsen BookScan US, the book buying habits of a
subset of leading US retail locations are statistically extrapolated to be
representative of the millions of books sold across the US. If youíre an author
whose books are sold primarily in these retail locations, youíll look like a
superstar. If youíre an author whose books are sold primarily in other
locations, you wonít look like a superstar.
Thanks for reading,
William Robert Stanek
(c) 1995 - 2014 William Robert Stanek