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En resa genom gränslandet - Den problematiska ung vuxen-litteraturen i den Svenska bokhandeln

Lundgren, Christine LU and Nilsson, Emelie LU (2012) FBMK11 20121
Division of Publishing Studies
Abstract
The purpose of this Bachelor thesis is to study how young adult books are marketed in swedish bookstores. Young adult books can be read by both adults and youths, but often end up in the children and young adult-section, instead of being marketed towards grown-ups as well. The thesis studies how swedish bookstores place and advertise young adult books in the store.
We went to six different bookstores to do a field study to see how the store placed their books, focusing on young adult books. Where could you find the young adult section, were one title standing on two different places in the store, what the shop window looked like (and could you find any YA-books there?) and so on. We also talked to the staff and asked if they had any... (More)
The purpose of this Bachelor thesis is to study how young adult books are marketed in swedish bookstores. Young adult books can be read by both adults and youths, but often end up in the children and young adult-section, instead of being marketed towards grown-ups as well. The thesis studies how swedish bookstores place and advertise young adult books in the store.
We went to six different bookstores to do a field study to see how the store placed their books, focusing on young adult books. Where could you find the young adult section, were one title standing on two different places in the store, what the shop window looked like (and could you find any YA-books there?) and so on. We also talked to the staff and asked if they had any strategy when it came to categorizing and placing YA-books.
The result of our study is that bookstores could do a lot more when it comes to advertising YA-books in their store. Our suggestions are, for example, to advertise more about YA-books to both adults and younger people, have a specific shelf for YA-books (that isn't right next to the children’s' books), theme nights and use the staffs' knowledge and have them suggesting books for everyone. (Less)
Please use this url to cite or link to this publication:
author
Lundgren, Christine LU and Nilsson, Emelie LU
supervisor
organization
course
FBMK11 20121
year
type
M2 - Bachelor Degree
subject
keywords
young adult books, marketing, bookstores, alternative marketing solutions, ung vuxen-böcker, marknadsföring, bokhandeln, förslag på marknadsföring av ung vuxen-litteratur
language
Swedish
id
2796972
date added to LUP
2012-07-24 09:06:24
date last changed
2014-05-16 15:38:56
@misc{2796972,
  abstract     = {The purpose of this Bachelor thesis is to study how young adult books are marketed in swedish bookstores. Young adult books can be read by both adults and youths, but often end up in the children and young adult-section, instead of being marketed towards grown-ups as well. The thesis studies how swedish bookstores place and advertise young adult books in the store.
We went to six different bookstores to do a field study to see how the store placed their books, focusing on young adult books. Where could you find the young adult section, were one title standing on two different places in the store, what the shop window looked like (and could you find any YA-books there?) and so on. We also talked to the staff and asked if they had any strategy when it came to categorizing and placing YA-books.
The result of our study is that bookstores could do a lot more when it comes to advertising YA-books in their store. Our suggestions are, for example, to advertise more about YA-books to both adults and younger people, have a specific shelf for YA-books (that isn't right next to the children’s' books), theme nights and use the staffs' knowledge and have them suggesting books for everyone.},
  author       = {Lundgren, Christine and Nilsson, Emelie},
  keyword      = {young adult books,marketing,bookstores,alternative marketing solutions,ung vuxen-böcker,marknadsföring,bokhandeln,förslag på marknadsföring av ung vuxen-litteratur},
  language     = {swe},
  note         = {Student Paper},
  title        = {En resa genom gränslandet - Den problematiska ung vuxen-litteraturen i den Svenska bokhandeln},
  year         = {2012},
}