Sector value, U.S. & Canada, 2017: $4.64 billion
- Books: $0.48 billion
- Newspapers/Magazines: $2.87 billion
- Comic Books/Strips: $1.28 billion
Proportion of retail sales of licensed merchandise, U.S. & Canada, 2017: 4.3%
- Books: 0.4%
- Newspapers/Magazines: 2.6%
- Comic Books/Strips: 1.2%
Average royalty, U.S. & Canada, 2018: 8.49%
- Books: 7.95%
- Newspapers/Magazines: 8.17%
- Comic Books/Strips: 9.57%
Royalty range, U.S. & Canada, 2018: 2%–18%
- Books: 6%–14%
- Newspapers/Magazines: 2%–12%
- Comic Books/Strips: 5%–18%
Average royalty, U.S. & Canada, (10 years) 2009–2018: 8.62%
- Books: 7.95%
- Newspapers/Magazines: 8.15%
- Comic Books/Strips: 9.58%
Analysis
While publishing has been steadily declining since 2007, it has seen a bump in the last couple of years.
Comic books/strips command the highest royalties, on average, similar to those for some entertainment properties. Magazine brands tend to run below the business-wide average with the exception of some “lifestyle brands”, as do corporate brands in general. The popularity of magazines for direct-to-retail deals also lowers the average.
Another factor driving down average rates is the long-term nature of publishing arrangements, given that it can take a year or so to launch a book from conception.
A property that draws 8% as a book series can graduate to 10%–12% when TV or other entertainment is added to the mix.
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