Repositioning large print books as “Comfortable Reads”, “Relaxed Reads” or “Easy-on-the-Eye Reads” for all demographics presents a lucrative opportunity for the publishing industry.
It wasn’t so very long ago that, if you said “audiobook” to a publishing industry professional they would respond solemnly, “The visually-impaired are of course very, very important to us, but the demand simply doesn’t justify the cost. Let’s leave audiobooks to those nice charity folk with time on their hands and a mic and a cassette recorder in the basement.”
“You have to understand,” the industry professional would continue, “we are publishers. We print books, you know, with ink on paper, and we occasionally dabble in those new-fangled ebook thingummies. But print is what we do. And we do our bit for the blind – oops, sorry, the visually impaired – by making a handful of our titles available in audio format to show what thoroughly decent folk we are.”
Fast forward 2025 and audio is the new black. Everyone and their dog is listening to audiobooks, and every author and publisher and their dog wants to get in on the act. If only it were not so expensive to make happen!
Credit-model and streaming and streaming subscription have of course helped bring down costs to the consumer, and AI is now enabling small presses and indie authors to produce audiobooks with synthetic voices that are increasingly indistinguishable from the real thing. It’s an expanding market that shows no sign of slowing.
In consequence, audiobooks have transitioned from being a sideshow aid for the visually impaired to a key component of every publisher’s business strategy. The visually impaired of course benefit, but the consumer demographic is anybody with a smartphone or speaker device.
Meanwhile, the audiobook’s twin sibling, large-print, has been left languishing in the dust, all but forgotten, and certainly unloved.
A missed opportunity for publishers.
Reimagining Large Print
Here’s the thing: Large print books, traditionally seen as tools for the visually impaired just like audiobooks, have much broader potential to enhance reading experiences for a diverse audience, and I would propose there is a significant opportunity for the publishing industry to market these editions as “Comfortable Reads” for all.
Those thoughts surfaced again these past weeks, after Erik Ofgang in February published a post in Tech & Learning looking at research underscoring the benefits of large print formats for students.
No surprises here for me. When I’m not writing TNPS I’m teaching at a school here in West Africa where books are, to put it mildly, hard to find, so to teach children to read I have to print off reading sheets on a home-printer. Not ideal, but it works. (Luckily I’m a writer as well as a teacher.)
The upshot is, my school has the best reading record in the country. 90% of my Nursery students (3-6) graduate able to read. All my Primary students can read. The national average for Primary students is 10%. Seriously, it’s that bad. Not least because there are so few books.
But, to get back on track for this post, what I found long ago was that font-size and style matters in a big way. I print off a simple seven word starter sentence – “The yellow pencil is on the table” – across seven sheets of A4 in a very large font and in no time at all, children are reading. Then we gradually reduce the font size in the reading books (each about ten pages), s the child’s confidence grows, until we get to what we’d call large print in regular western books.
Which is where the sweet spot lies for comfortable reading as a business proposition.
The Value of Large Print Books
Per the Tech & Learning report, Julie A. Evans, CEO of Project Tomorrow, observed that students engaging with large print books often perceive more detail in these editions, attributing their enhanced comprehension to the format.
That’s not just anecdotal. This perception, which many teachers will be familiar with, is backed by new research involving 1,500 students and 56 educators across U.S. schools, revealing significant benefits:
- Reading Success: 87% of teachers noted improved reading success with large print books.
- Lexile Scores: 71% of teachers reported increased Lexile scores by two grade levels for students reading at grade level, and 59% for those below grade level.
- Comprehension: 55% of teachers saw enhanced comprehension among students diagnosed with ADHD.
- Additional Benefits: Large print books also aid students learning English, those with reading challenges, and those who are easily distracted or anxious.
As one student noted, the format felt like it contained “more detail,” reflecting deeper comprehension.
These findings suggest that large print formats support a wide range of learners, making them an invaluable educational tool.
A Win-Win For Publishers
That alone should have publishers salivating. This is a big deal. A potential win-win for publishers.
The worst case scenario is that there is now new demand for large print books in the education sector, meaning new revenue streams for authors and publishers.
But by getting more students able to read, willing to read, and excited by reading, we increase the likelihood they will carry on reading in their later years long after school and college is done and dusted.
What’s not to like?
Chunking and Visual Processing. Perceived Progress and Motivation. There’s Science Behind Large-Print!
But this doesn’t need to stop at students in learning environments. These findings challenge the traditional view of large print as a niche product and position it as a valuable tool for all readers.
Still not convinced? In fact, there is sound cognitive science behind all this.
1. Reduced Cognitive Load and Perceived Fluency:
- Chunking and Visual Processing: Large print naturally “chunks” text into smaller, more manageable units. This reduces the cognitive load on the reader’s working memory. The brain processes visual information in chunks. Large print aligns better with this natural processing, making reading feel easier and faster. When words are easily distinguished, the brain uses less energy to decode them. This creates a feeling of fluency.
- Perceived Progress and Motivation: Completing pages faster creates a sense of accomplishment. This triggers the release of dopamine, a neurotransmitter associated with pleasure and motivation. This positive feedback loop encourages continued reading and enhances engagement. Small print can create a feeling of being overwhelmed, and like the end of the chapter is far away.
- Reduced Eye Strain and Fatigue: Large print reduces eye strain, allowing readers to maintain focus and concentration for longer periods. Reduced fatigue leads to improved comprehension and a more positive reading experience. When eyes are strained, the brain is also strained.
2. Enhanced Visual Perception and Processing:
- Improved Visual Acuity: Large print makes it easier for the brain to distinguish individual letters and words, even for readers with normal vision. This enhances visual acuity and reduces the likelihood of misreading words.
- Reduced Visual Crowding: In small print, words can appear crowded, making it difficult to distinguish individual letters. Large print reduces this crowding effect, improving readability and reducing visual fatigue.
- Enhanced Saccadic Movements: Saccades are the rapid eye movements that occur during reading. Large print facilitates smoother and more efficient saccadic movements, leading to faster reading speeds.
3. Psychological Impact and Emotional Response:
- Increased Confidence and Self-Efficacy: The perception of easier reading can boost readers’ confidence and self-efficacy, particularly for struggling readers. This can lead to increased motivation and a more positive attitude towards reading.
- Reduced Anxiety and Stress: Reading small print can be stressful and anxiety-inducing, especially for readers with reading difficulties or visual sensitivities. Large print creates a more relaxed and comfortable reading experience, reducing anxiety and stress.
- Heightened Sense of Control: When a reader can read more easily, they feel more in control of the information they are receiving.
Marketing Large Print Books: Comfortable Reads for All
- Repositioning Strategy: Market large-print editions as “comfortable read”, “easy-read”, “relaxed-read” or “easy-on-the-eye” formats, emphasising comfort and accessibility rather than disability—appealing to a wider demographic without stigmatising the format.
- Rebranding: Position large print books as a premium product that offers a more enjoyable and less straining reading experience. Avoid language that suggests they are “only” for less-able readers.
- Target Diverse Audiences: Market large print editions to specific demographics, such as avid readers who spend long hours with books, commuters, and individuals seeking a more relaxed reading experience.
- Aesthetic Appeal: Invest in high-quality paper and binding to create visually appealing large print editions. Use elegant typography and design to enhance the reading experience. Avoid any designs that may appear to be aimed at less-able readers.
- Partnerships: Collaborate with reading groups, book clubs, and community organisations to promote large print editions. Partner with healthcare providers and senior centres to reach a wider audience.
Addressing Production Costs
The primary challenge with large print books is the higher production cost due to extra ink and paper. However, this can be managed:
- Cost Analysis: The additional production cost may increase the retail price by approximately 10-15%. For instance, a standard paperback costing (as a example) $10 might be priced at $11-$11.50 in large print.
- Value Proposition: Emphasise the enhanced reading experience and potential educational benefits to justify the slight price increase.
- Strategic Pricing: Implement a tiered pricing strategy, offering large print editions at and as a premium product that reflects the added value. Market research shows that people are willing to pay for premium products.
- Print-on-Demand: Utilise print-on-demand technology to reduce inventory costs and minimise waste.
- Bulk Orders: Offer bulk order discounts to schools and libraries.
A Vision for Inclusive Reading
The research is clear: large print books offer significant benefits beyond visual accessibility. By reframing the narrative and adopting strategic marketing and production practices, the publishing industry can unlock the potential of large print editions and create a more inclusive and enjoyable reading experience for all.
