In Japan, works such as novels and manga are generally serialized in magazines first. Once enough content has accumulated, they are collected and published as a tankobon (standalone volume). Then, a year or two after the tankobon release, a bunko (paperback) edition follows.
The bunko format was once popular domestically as well, known back then as "pocket books." In particular, many people likely bought those palm-sized pirated manga from bookstores during their childhood.
Generally speaking, the price of a tankobon is quite high, and the paper quality isn't anything to write home about—only slightly better than the recycled paper used in magazines. The books are typically B6 size and are marketed primarily toward core fans, serving as a way to test the waters of the market.
The bunko edition, on the other hand, targets the mass market. Once the tankobon has sold well and sales begin to slow down after a year or two, the work is included in a bunko lineup and published at a cheaper price. Aside from fans, the target demographic expands to the general public, aiming to stimulate a new round of sales.
Bunko editions are not only cheaper, but the paper quality is also better. They are typically small A6 size, making them convenient to carry and read. Furthermore, the uniform size standard makes them perfect for collecting and lining up on bookshelves.
Most importantly, bunko editions are sold in bookstores as "long-sellers" for many years, or even decades. They are the author's primary source of sustained royalties.
And that is just for novels. "Eating one fish two ways" is merely the basic operation; manga has even wilder tactics.
Aside from the basic tankobon and bunko, the most important format for manga is the "Kanzenban" (Complete Edition). These usually use large A5 or B5 paper, larger than a tankobon, which not only makes reading and page-turning easier but also includes color pages not found in the other editions. It can be considered the ultimate form.
Beyond "eating one fish three ways," manga also has various other flashy formats like Collector's Editions, Pure Editions, and Boxed Sets. These are basically designed purely to milk the money out of rich folks and hardcore fans.
Therefore, under normal circumstances, one should wait for the magazine serialization of a novel to finish, then release the tankobon, and then, if the market reaction is good after a year or two, release the bunko. Only in this way can the commercial value of a book be completely squeezed dry.
"Why is the bunko edition coming out so soon?" Tsushima Kagami asked, looking at Kobayashi Tomoaki in confusion. "And it seems the latest issue of Shincho this month has only serialized up to the second act, right?"
Although The Setting Sun is considered a novella, its actual word count is nearly eighty to ninety thousand words. Therefore, it was decided from the start to split the total of four acts and ten chapters into three serialization issues: Chapters 1-4, 5-8, and 9-10.
Tsushima Kagami never imagined that with the serialization only reaching the second issue this month, Shincho would be planning to release the bunko edition directly next month.
Moreover, there are actually many writers whose works receive rave reviews during magazine serialization, but when it comes to the tankobon publication stage, they flop instantly with dismal sales. There are simply too many examples of this.
This didn't feel like a capitalist move at all.
Kobayashi Tomoaki smiled and took a pack of cigarettes from his clothes. He was just about to pull one out when he remembered he was in a hospital with a patient in front of him, so he put it back in his pocket and gave a self-deprecating smile.
"Indeed, it shouldn't have been this fast. Commercially speaking, it's disadvantageous for Shinchosha, and it's also not ideal for your follow-up publicity," Kobayashi admitted.
"Even if we skip the market test of the tankobon and go straight to bunko, publishing it next month is too rushed no matter how you look at it."
"But..."
Hearing Kobayashi Tomoaki's "but," both Tsushima Kagami and Yukinoshita Shizuku looked at him seriously.
"But the main reason for making such a hasty decision this time lies with the Ministry of Education," Kobayashi explained. "Among the popular science readings being promoted by the Ministry of Education in the first half of this year, The Setting Sun has been included in the list."
Tsushima Kagami and Yukinoshita Shizuku suddenly understood.
One of the functions of the Ministry of Education is to promote popular science readings and improve the scientific literacy of the citizens. Not only is it funded, planned, and promoted by the government, but they also organize lecture tours. If the book receives a good social response, it might be shortlisted for the "Minister of Education, Culture, Sports, Science and Technology Commendation" the following year.
Kobayashi Tomoaki continued, "So, after a joint meeting between the Editorial Department and the Marketing Department, we concluded that the risks were controllable. Finally, we decided to cooperate with the Ministry of Education to publish the The Setting Sun bunko edition next month."
After all, the most critical aspect of a bunko is opening up the student market. If the Ministry of Education takes the lead this time, directly including it in the "Science and Technology Week" recommended book list and promoting it through the school library system, the effect will be far better than any promotion they could do themselves.
With Kobayashi Tomoaki's explanation, Tsushima Kagami understood.
He nodded and then asked, "Then what about the third issue of the The Setting Sun serialization?"
If the bunko is published next month, it will clash with the third issue.
Kobayashi Tomoaki smiled and said, "Shincho plans to advance the release to the first day of next month. This month's Shincho will also give advance notice. At the same time, we will announce the release of the bunko version on the cover and at the end of the final installment of The Setting Sun. After that, we'll leave two weeks for promotional warm-up and distribution, officially releasing it on the 15th."
"Will being so rushed cause any negative effects?" Yukinoshita Shizuku asked worriedly from the side.
"It's already been decided; worrying is useless now," Tsushima Kagami said to Yukinoshita Shizuku with a smile.
Kobayashi Tomoaki also looked at Yukinoshita Shizuku with a smile. "Rest assured. If it were in the past, the Editorial Department wouldn't be sure either. After all, it's true that many writers have great responses during serialization, but when the tankobon goes on sale, they can't even recoup the costs."
"But Kagami-kun's The Setting Sun is different."
"Last month's sales of Shincho were already close to 900,000 copies. For the issue of Shincho being released in a few days this month, breaking one million monthly sales is already set in stone."
"How many years has it been... Shincho is finally returning to a million monthly sales."
"So, everyone in the Editorial Department believes that for the publication of The Setting Sun bunko edition, there are only two possibilities for the sales results."
"Good, and very good!"
As he spoke, Kobayashi Tomoaki extended both hands, clenched his fists, then suddenly opened them, making an exaggerated explosion gesture in front of the two of them.
____
New Story: Junji Ito: I Shall Smash Hellstar Remina
✅ Jump 40 chapters ahead of the public release!
✅ Get access to special perks and news!
Help smash these goals:
🎯 100 Powerstones = +1 Bonus Chapter (for everyone)
🚀 140 MEMBERS = +5 extra chapters (for all stories)!
👻 P - Walnutchan