THE SMALL-FRY BOOM.

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  • Author(s): Lemon, Richard
  • Source:
    Saturday Evening Post. 12/19/1964, Vol. 237 Issue 45, p58-63. 6p.
  • Additional Information
    • Subject Terms:
      MARKET segmentation; TEENAGERS; CHILDREN'S books; SOUND recordings; BIG business; BUSINESS enterprises
    • Abstract:
      The article focuses on children's market that requires new depths of research in the new field. Subteenagers account for 45 percent of the 100 million 45-rpm records sold each year. Children of the age 12 and under also buy five million long-playing record albums, worth about $20 million a year at retail. Juvenile books grossed $127 million last year, and most publishers now consider juvenile books the backbone of their business. Basic tastes haven't changed much, but the emergence of children's books as big business has brought forth more books that are genuinely imaginative.