Texts on “gender” are already a special section in bookstores
Feminist books have not only been leading to a sales boom in recent years, but they already form a new section within bookstores, some of which even reserve them an exclusive table in their stores, as a marketing strategy.
It is that the concerns aroused in a broad sector of society from the debate over the right to abortion and the new protagonism achieved by the women’s movement, generated new demands for reading that are being reciprocated by a profuse editorial offer of “gender literature”, within which old people live together. classics with most current bestsellers; fictions with essays, biographies and theoretical texts. A bet that sales seem to accompany.
“ It is a segment that has been growing in sales since the beginning of 2018 and if you look at the ranking of the retail chain that we publish every day, there are always at least five books linked to gender issues,” explained Mara Tomaino, Head of Marketing at Cúspide.
Thus, of the 100 best-selling books by this chain last Tuesday, seven can be considered “gender”; and Virginie Despentes’s “King Kong Theory” was the most commercialized non-fiction work last week by the Yenny-El Ateneo chain, occupying seventh place in the overall ranking.
“ Gender books were always there, but before we had a section on a shelf, which went from the shelf to the table and from the bottom of the shop went to the first place in some branches because of the demand of the readers themselves who forced us to do so. In addition, the market was accompanying, because today more books related to the subject are published,” Tomaino explained.
On the table that this bookstore identifies with the poster “Gender” are interspersed works such as “The second sex” by Simone de Beauvoir, “Yo nena, yo princesa” by Gabriela Mansilla, “Historia de la sexuality” by Michael Foucault, “The genre in dispute” by Judith Butler, and “Contraedagogies of cruelty” by Rita Segato, among others.
Tomaino said that before those who bought books on feminist themes “was a consumer more segment”, while now they “read them from my 14-year-old daughter to my 70-year-old mother”, given that there is “an interest in the subject that goes through all ages” and is not restricted only to women.
“ The reaction in front of this table is very positive, and in fact on social networks they post photos and throw us at saying things like ‘my favorite place in Cúspide’,” he said.
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