Word-of-Mouth Top Book-Buying Decision

Among African-American consumers, 33% buy five to 10 books a year and they generally decide what to buy through word-of-mouth, according to an e-mail survey of 1,285 consumers.

The survey also asked respondents to select possible reasons why more African-American–authored books have not gained large mainstream readership. More than 60% indicated that African-American titles were narrowly marketed only “to an African-American audience,” and 35% indicated that “most African-American authored books don’t appeal to a mainstream audience.”

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