Every day the books we see in the large book stores are subjected to intense marketing segmentation strategies. Marketers can use age and income to best market different books to the right groups of people. There happens to be one demographic measure in particular that plays a substantial role in book publishing: Gender. Women read substantially more than men. Women tend to vastly outnumber men in book clubs and social reading communities.
Marketers are able to use this information to capitalize on the female demographic. For example, romance novels are a billion dollar industry that is primarily written and read by females. It is a substantially larger industry than the literary industry.
Women read more than men in almost every category, including romance. According to NPR writers, the only exceptions to this are that men tend to read more history and more biographies.
According to NPR author Eric Weiner, “Men account for only 20 percent of the fiction market, according to surveys conducted in the U.S., Canada and Britain.”
This gender gap poses a challenging question for marketers who are trying to figure out their marketing strategies for the future and who attempting to create future trends. Should marketers accept the gender divide in reading, or should they work harder to reach the male demographic?