The Market For Self-Improvement Products & Services 6th Edition

Table of Contents

Introduction: Study Scope & Methodology

• Explanation of where the information came from: "primary" & "secondary" sources: methodology, definition of the self-improvement market, scope of the research

Executive Overview of Major Findings

• Highlights of all chapters--Discussion of market nature, characteristics, major developments of past two years, customer demographic profile, why demand exists for programs.
• Market Size & Growth, Segments: Table & Discussion of total market size, growth, outlook (1998, 2000, 2002, 2003, 2005, 2010 forecasts), estd. $ size of major segments BY DISTRIBUTION CHANNEL: Infomercials, mail order catalogs, motivational speaker seminars, holistic institutes, self-improvement books & audiotapes, personal coaching
• Individual Market Segment Outlooks: discussion of mkt. size/growth/characteristics/trends for:
  • 1. infomercials (2005 estim. sales by topic, qtrly. media billings),
  • 2. Motivational speakers mkt. (Tony Robbins profile),
  • 3. Personal coaching market,
  • 4. Holistic institutes mkt.,
  • 5. self-improvement books mkt. (new age vs. traditional bookstores),
  • 6. Audiobooks mkt.,
  • 7. Mail order catalogs market.
• Status report of the U.S. Weight Loss Industry ($ size 2002-2008F, by 8 mkt. segments, trends, dieter demographics/number, mkt. nature, major mkt. trends/developments, etc.)
• Status report of the Stress Management Programs/Services Market (2005 $ size, segments, major trends, results of past custom Marketdata mail survey of providers).

The Motivational Speakers Market

• Discussion of no. of professional speakers in the US, avg. earnings, estim. 2003 & 2005 income for the biggest gurus (income from speaking engagements, books, consulting, training), list of top speakers' bureaus,
• List/ranking of top 101 self-improvement experts, compiled by Self-Improvement Online, Inc.
• New up and coming speakers, profiles of: Hale Dwoskin, Pete Bissonnette, Robert Ringer, Michael Masterson, Bill Harris, Vic Johnson)
• In-depth profiles of 36 top self-improvement "gurus"/celebrities (living and past) - descriptions of their organizations, biographies, 2005 revenue estimates/actual when avail., type products/services offered, books authored, speaking fees, consulting, specialties, headquarters address, for Jack Canfield & Mark Victor Hansen, Deepak Chopra, Suze Orman, Franklin Covey Co. (Stephen Covey), Anthony Robbins, Marianne Williamson, Zig Ziglar, Brian Tracy, Dr. Phil McGraw, Dr. Andrew Weil, Dr. Laura Schlessinger, Carleton Sheets, Kevin Trudeau, Sylvia Browne, Dale Carnegie, Waye Dyer, Robert Kiyosaki, Robert Allen, John Gray, Iyanla Vanzant, Les Brown, Louise Hay, Og Mandino, Ken Blanchard, L. Ron Hubbard, Norman Vincent Peale, Napoleon Hill, Tom Hopkins, Leo Buscaglia, Jim Rohn, Mark Victor Hansen, Evelyn Wood, Spencer Johnson, Barbara DeAngelis, Jack Canfield, Earl Nightingale, John Kabat-Zinn.

The Personal Coaching Market

• Definition & summary of the market, number of active coaches in U.S., worldwide, coaching specialties, differences between coaching and consulting, corporate vs. personal coaching
• The market's major trade group and periodicals (address list)
• Average/typical annual earnings, fees, emergence of telephone coaching services
• Market $ size and projected growth to 2005, 2010
• List of major coaching periodicals.

The Direct Response Market: Infomercials

• Discussion & analysis of infomercials as a sales/advertising medium, reasons for growth in popularity and doubling since 1996, emerging trends, mkt. size, 2005 status report, media billings by topic, list of top 100 infomercials in 2005, top 50 in 2004 (Jordan Whitney), list of top infomercial producers.
• 2010 growth forecast
• Demographic profile of infomercial buyers from: Electronic Retailing Assn. (by sex, age, income, why they buy, how much, how often, etc.)
• Industry trends, estim. $ mkt. size 1999-2005, by major categories (exercise equipment, diet plans, business/financial, general motivational)
• List of leading infomercials of past decade (producer, $ sales, etc.)
• In-depth descriptions of sample infomercials (1996-2003) (product/service advertised, price/ordering details, phone/address, producer),
• Analysis of "The Infomercial Index" - 1999-2006, number of shows, by 4 self-improvement categories.
• Samples of currently airing infomercials (title, host, product description, price, etc.): Carleton Sheets (real estate), Slim In 6 (diet), "The Firm" (diet), John Beck's Real Estate System, American Dream Makers (business opportunity).
• List, brief descriptions of 21 other infomercials (not viewed) for: weight loss, relationships, general motivational, business opportunities.

Self-Improvement Books and New Age Bookstores

• Status of book buying in 2005 vs. 2002, $ sales by major category (Publishers Weekly annual report, Census), list of bestselling self-improve. books (units sold, $ sales, for diet, general motivation, other)
• Summary of "new age" bookstores mkt.: chains vs. independents, how many in the nation, products sold, growth, customers, specialties. estd. sales, share of sales by major topics, 2006 New Age Retailer magazine survey - top 10 trends, store strategies, products on uptrend and Downtrend.
• Marketdata and Simba Information $ estimates of sales of self-improvement books, 2003, 2005, 2010 forecasts, major book distribution channels.
• List of top self-improve. books sold - no. of copies/mkt. $ value, by author - 2005
• Discussion/analysis of the diet books market, buyer demographics, what makes a bestseller, $ mkt. value, list of best-selling diet books since mid-1980s.

The Self-Improvement Audiobooks Market

• Market status and growth (2004-2010 forecasts), reasons for recent strong growth, buyer demographics, popularity rank for 14 topics, where tapes are purchased, segments, total audiobook sales vs. share for SI tapes, major competitors.
• Latest APA survey on market growth, audiobook formats, sales trends, more.
• Latest audiobook user surveys by Consumer Electronics Assn., APA, etc. (frequency of use, no. bought, where listened to, etc.)
• Self-improvement audiobooks mkt.size vs. total spoken audio mkt.
• New technology: MP-3 CD downloads, effect on traditional audiotape sales.
• Leading publishers address list (address, phone, key titles published): Harper Audio, Simon & Schuster, New Star, Nightingale-Conant, Random House, TIME Warner, etc.)
• Company profiles: Nightingale-Conant, Audible.com

Holistic Institutes & Public Seminar Training Organizations

(Self-improvement workshops, seminars, courses, retreats, training organizations)

• Discussion of overall market status and 17 U.S. centers' philosophies, course offerings and avg. prices, enrollments, growth since 1960s, nonprofit/for-profit status, specializations, estd. 2005 revenues/budgets, workshop topics in demand, mkt. size and 2010 forecasts.
• Address List of top centers in the U.S., directors' names, 2005 attendance
• Descriptive profiles and background, sample courses, no. attendees, for leading facilities: (Omega Institute, Esalen Institute, New York Open Center, Oasis Center, Naropa, Option Institute, others)
• Dale Carnegie & Associates - profile
• Toastmasters International - profile
• Evelyn Wood Reading Dynamics, American Speed reading - profiles.
• Gaiam Inc. - profile.

The Mail Order Catalogs Market

Catalog Publishers Selling Self-Improvement Products (books, tapes, CDs, multi-media packages, devices)

• Market structure/nature, major trends & developments, list of the leading competitors, estimated mkt. size for 2003 to 2010 forecast.
• Detailed descriptions, buyer trends, profiles and specializations, sample programs/prices for: ARE Bookstore, Learning Strategies, Gateways Fulfillment, Tools For Wellness, Alpha-sonics.

The Public Seminars Market

• Discussion/analysis of large group vs. small group seminars, difference in cost structure, profitability, fees, individual speakers doing public seminars, etc.
• Profile of Fred Pryor/CareerTrack
• Profile of Skillpath Seminars
• Profile of National Seminars Group
• Profile, discussion of Peter Lowe Intl. (Get Motivated) seminars - past history/problems

Status Report of The U.S. Weight Loss Market

• Summary/status of the industry as of 1st half 2006, recent and emerging trends
• Recent medical and new diet drug developments
• Performance of leading commercial, medical, online chains (Medifast, NutriSystem, eDiets, Jenny Craig-recent sale of co., Weight Watchers)
• Why diet books are hot and more being published
• The growing popularity of mail order and do-it-yourself home delivery diet programs
• Discussion of major industry trends, dieter demographics (how Americans diet, various survey findings), why ALL segments of the market are now growing
• Reasons why America is growing fatter, cycles & nature of U.S. weight loss market.
• 2005 outlooks for: commercial programs, meal replacements, medical programs, bariatric surgeries, demise of the low-carb trend.
• Table: Marketdata estimates of the 8 major segments of the diet industry, $ values (2002 to 2008 F) - (diet soft drinks, artificial sweeteners, health clubs, commercial programs, medical programs, low-cal foods, retail meal replacements and diet pills, diet books, etc.)
• Tables: Revenues of commercial diet centers, market share of top 8 chains

Status Report of The Stress Management Market

• Summary: societal stress levels rising, the major types of stress disorders, list of types of professionals and organizations providing stress mgmt. services, emerging trends, treatment methods, mkt. structure & characteristics, current outlook by American Institute of Stress, results of 11th Annual Attitudes in the Workplace Poll
• Discussion/analysis of major provider groups: (no. of practitioners, mkt. potential, fees)
  • Biofeedback therapists and centers
  • Worksite-based programs
  • Health club-based programs
  • Massage therapists
  • Hospital-based programs
  • Programs offered via seminars and workshops
• The mail order & retail products mkt. (books, biofeedback cards, videos, infomercials)
• The market for stress mgmt. books & audiocassettes
• Total $ value of market in 2005, by type provider group - Marketdata estimates, 2006, 2010 F
• Profiles of some leading organizations: American Institute of Stress, ESSI Systems, Institute of Stress Medicine, Midwest Center for Stress & Anxiety, Mind/Body Medical Institute, Self-Programmed Control Center, Stress Reduction Program at Univ. of Mass.
• Results of Marketdata custom July 1996 mail survey of stress mgmt. providers: stress-related disorders treated most often, treatment methods used, type providers offering services most often in the community, avg. caseload/patients, avg. cost of treatment, most crucial issues facing providers, methods used to advertise.

Reference Directory of Market Information Sources

• (Names, addresses, phone, key contacts at relevant trade groups, journals, periodicals in the field)