Books worm their way back to readers, thanks to electronic media

A prominent book distributor said, "It is not uncommon that a popular book is converted into a screenplay. Now, with an increasing trend of Hollywood blockbusters that are mostly action and science-fiction based, their original book versions are selling before you can say `cut’."

In an ironical twist, media is actually bringing back readers to books and driving sales. It started with Michael Crichton’s success, "Jurassic Park", and "Disclosure", both of which were hit films first. Strangely, "English August" did not receive similar attention here. Jane Austen, an all-time favourite of romantics, sold more books here with the telecast of the serial "Pride and Prejudice" on STAR Movies. A salesman at Popular Book House said, "A lot of people are now buying `Yes Minister‘ since it was telecast on TV."

And it is not only films or television that are bringing readers back, but also book reviews in newspapers and magazines that form a regular column these days. This, of course, is only a part of the story. Book sellers paint a dismal picture of a general decline in readership in the recent past, hopeful that people will eventually re-discover the joy of reading. There are readers for whom the rupee fluctuation is no deterrent to purchase of books. Sellers admit this is mainly the case with high income groups. But the average reader is getting selective. While budget for books may remain the same irrespective of currency swings, the number of books purchased declines.

Sellers are alarmed at the trend where people do not browse but ask for a particular book and just go away if it is not available. Institutional buying still forms a good part of the total sales, although they too want discounts.

Booksellers are now vying for reader attention and it is particularly difficult for new entrants to break into the market; with booksellers preferring to keep a wide range of books to cater to the needs of all age groups. Even here, more emphasis may be given to certain subjects and authors. For most book-sellers, it is all about running a business.

A recent entrant sells books at throwaway prices, keeps second-hand books and pirated copies too. Mainstream booksellers have expanded their business into related areas to include CD-ROMS, audio cassettes and greeting cards. Others like to woo readers by various promotional campaigns. A few are cashing in on recent passions. Interestingly, this is an industry which operates on speculation.