"Saturday Books," a new imprint under St. Martin's Publishing Group (SMPG), will debut next fall. It will focus on new adult fiction and aim to publish 10-12 titles annually. Sara Goodman and Eileen Rothschild oversee the "Wednesday Books" banner and will supervise "Saturday Books." The imprint will serve readers aged between 18 and 30 who are moving from young adult (YA) fiction to more mature subjects. 

YA and Adult Fiction: Overcoming the Divide

Macmillan, SMPG's parent company, emphasized the imprint's role in meeting the increasing demand for books that appeal to young adults looking for stories that blend elements of YA and adult fiction. SMPG has been a trailblazer in the new adult genre, possibly originating the term as early as 2009. Goodman and Rothschild emphasized the imprint's commitment to commercial and voice-driven fiction, particularly in fantasy, romance, speculative, and genre-adjacent categories.

The imprint's launch will see the migration of a few select projects from "Wednesday Books," although it will not impact the title count of its sibling imprint. Numerous well-known figures in YA fiction have signed on, including Betty Cayouette, Kristen Ciccarelli, Talia Hibbert, Isabel Ibañez, Julia Jones, Kim Liggett, Elle McNicoll, Stephanie Perkins, Christine Riccio, Rebecca Ross, Kasie West, and Adrienne Young.

Jennifer Enderlin, president and publisher of SMPG, expressed excitement about the imprint's launch, citing the team's proven success in connecting authors with readers. "Saturday Books" promises to produce captivating stories that speak to the changing interests of young adult readers transitioning into adulthood to uphold SMPG's legacy of creativity and excellence. 

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Growing Trend of Adult Readers Turning to YA Fiction

Circana Bookscan's April report showed that the US book market saw a 4% decline compared to April 2023, partially due to Easter falling in March this year instead of April. Despite the overall decrease, adult and YA fiction performed better this April than the previous year, indicating ongoing strength in these segments.

Brenna Connor from the Circana Entertainment Knowledge Group also noted that the market's year-to-date performance improved slightly in April, with a decrease of 2% compared to a 3% decline measured in March.

Research commissioned by HarperCollins and conducted in collaboration with Nielsen Book, the UK's book industry data provider, revealed a rising trend of adult readers turning to YA fiction since 2019. The study found that 74% of YA readers are adults, 28% of whom are over 28. This shift was attributed to societal changes termed "emerging adulthood," where young people gradually navigate adulthood, delaying traditional markers of maturity.

The report highlighted that feelings of instability and "in-betweenness" during this phase prompted young adults to find solace in YA fiction, which continued to be a source of comfort and nostalgia as they grew older. According to HarperCollins, the increasing popularity of YA books among readers of all ages underscored the association between reading for pleasure and well-being, positioning YA literature as a significant genre for comfort, nostalgia, and self-care.

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