コロナウイルスにより、全国の1,000店以上が休業しました。
「雑誌」の売上には大きな痛手です。
アフターコロナ。
どれだけ部数が戻るかはわかりません。
「書籍」と比較すると「雑誌」の部数は大きく減ります。
その3つの理由です。
定期的に購入する習慣がなくなる
雑誌の売り上げの9割以上は、定期的に購入している人に
支えられています。
ある雑誌を何年間も買っている人がいるとします。
それは「習慣」になっています。
「習慣」が途切れると、もとには戻りません。
・リモートワークで外出しなくなり、書店に行かなくなった人
・いつも買っていた書店が休業していた人
・毎日コンビニに行っていたけど回数が減った人
などなど、習慣が途切れてしまう要因がたくさんあるのです。
何年も続いた習慣も、2週間途切れるだけで
終わってしまうともいいます。
美容院や病院で置かなくなる
本は、菌やウイルスの温床になります。
コロナに関係なく、眼科の病院には本が
前から置いていません。
目の感染症で眼科に行く人は、
菌やウイルスに感染して目が赤くなっています。
その患者さんが触った本を他の人が触ると、
感染してしまうのです。
コロナでは、眼科だけでなく内科や耳鼻科でも
本は置かなくなるでしょう。
美容院や飲食店でも、すでに本を置かなくなっているのです。
今後は除菌のしやすいタブレットに移行するでしょう。
ネット書店で売れない
日本でもっとも売り上げの大きい書店は、
ダントツでAmazonです。
「書籍」のAmazonの売り上げシェアは、
10～20％もあるのです。
「雑誌」は5％もありません。
雑誌は圧倒的に、コンビニや書店で
売れているのです。
雑誌のなかでも、
週刊誌のAmazonのシェアは1～3％です。
その理由のひとつは、雑誌が安いことにあります。
Amazonは送料無料ですが、
単価のひくい雑誌は「あわせ買い対象商品」です。
他の商品もいっしょに買わないと、雑誌が買えないのです。
書籍について
もちろん、書籍の売り上げも落ちるでしょう。
ただ、書籍は「定期的」に購入するというより、
興味のある内容だから、必要だから買うのです。
コロナで売り上げを伸ばしているAmazonのシェアも高いです。
「雑誌」の休刊は毎年、何十冊もあります。
コロナによる休刊が少しでも少ないことを祈ります。
[…] […]
Thanks for finally talking about > コロナで「雑誌」の売り上げ部数は「書籍」より大きく減少します | 上原龍一@出版社への就職/転職コンサル < Liked it!
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