And the latest news from the front line is not good. In fact, over the past two and a half years, guidebook sales in Britain have fallen off a cliff. Sales for 2009 were down 18 per cent on 2007, and if the second half of this year follows the first, 2010 will be down 27 per cent on 2007, according to data from Nielsen BookScan. If the current rate of decline continues, the final guidebook will be sold in less than seven years’ time.
Lonely Planet’s Australia guide sold 20,015 copies in 2008, and just 13,530 in 2009 – a drop of a third (again, the figures are from Nielsen BookScan, covering sales from British retailers). The Rough Guide to France, which sold 11,943 in 2008, fell 45 per cent to 6,561 the following year. Worse is that these are considered bestsellers.
Of course, the fortunes of individual titles fluctuate with the launch of new editions and the fashionability of destinations, but average sales across the whole range paint an equally bleak picture. Last year, the average UK sale of each title from the leading five publishers was around 1,500 copies.