Aggressive Marketing Drives Barnes & Noble’s Upbeat Winter Holiday Sales

Books can be a big seller if marketed correctly — especially during the winter holidays. Barnes & Noble apparently got the memo.

The national bookseller March 7 reported third-quarter (ended Jan. 26) net income of $66.9 million, marking a significant fiscal turnaround for the chain, which posted a loss of $63.5 million during the previous-year period. Revenue was flat at $1.23 billion.

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Meanwhile, the Nook segment, which includes electronic readers and tablets, in addition to digital content (movies, TV shows, music), saw revenue decline 22% to $24.3 million from $30.9 million last year. The operating loss increased 330% to $4.3 million from a loss of $1.3 million.

“In fiscal 2019, we have been focused on growing the top line, which contributed to our best holiday in years,” Len Riggio, founder and chairman, said in a statement. “Sales benefited from our new ad campaign, increased marketing and promotions, and an improved omni-channel experience for our customers. We believe these efforts are laying the foundation for sustained growth.”