Document Type

Paper

Publication Date

Spring 2021

Subjects

Publishers and publishing, Young adult literature

Abstract

Millennials (those born between 1981-1996) make up the largest generation in U.S. history, and due to their relatively recent entrance into parenthood, there is little preexisting information available about their purchasing habits, which differ greatly from those of previous generations (McGee). Now that millennials are becoming parents, companies targeting the children of this generation—including those in the book publishing industry—would benefit from a better understanding of how and why this demographic chooses products; this paper focuses on how they buy books for their children. Through academic research and a survey of 150 participants, several indicators were discovered regarding how millennial parents purchase books for their kids. Three main themes highlighted in this paper are the variability of reading platforms available (print, Ebook, and audiobook most notably), and how parents versus their children prefer to engage with reading; the desire to see increased diversity presented in children’s books; and the influential nature of online product reviews, and more specifically, positive reviews and word-of-mouth.

Description

Paper submitted in partial fulfillment of the requirements for the degree of Master of Arts in Writing: Book Publishing.

Persistent Identifier

https://archives.pdx.edu/ds/psu/35750

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