children's publishing in the digital age
DESCRIPTION
Digital developments have brought fewer disruptions to the children’s book market than to the adult segment, but new initiatives bring the promise of rapid shifts to the children’s category in 2011. The addition of color to digital reading devices, including the iPad and NOOKcolor, and the growing market for apps are two major developments that are raising new questions and offering new opportunities in the children’s publishing space.In this free WEBcast, Children’s Publishing in the Digital Age, we will hear from three innovative leaders in children’s publishing discussing how they see the market evolving in the next year, and beyond.Confirmed Speakers* Susan Katz, President and Publisher, HarperCollins Children’s Book Group* Rick Richter, Founder, Ruckus Media* Kate Wilson, Founder, Nosy CrowModerated by: Jim Milliot, Co-Editorial Director, Publishers WeeklyChildren’s Publishing in the Digital Age was webcast live on Tuesday, December 7th @ 1pm EST / 10am PST.For more information: http://bit.ly/bMidgxTRANSCRIPT
DigitalBookWorld.com | @digibookworld | #dbw
Susan KatzPresident & Publisher, HarperCollins Children’s Book Group
Rick RichterFounder, Ruckus Media
Kate WilsonFounder, Nosy Crow
MODERATORJim MilliotCo-Editorial Director, Publishers Weekly
NOTE: The hashtag for today’s WEBcast is #dbw
Children’s Publishingin the Digital Age
DigitalBookWorld.com | @digibookworld | #dbw
Digital Book World 2011 will present the proven innovators working at the intersection of publishing and technology who have the experience, insights and strategies to meet the challenge of successfully managing risks and seizing opportunities.
January 24-26, 2011 | http://dbw2011.com
SAVE $250 (plus DBW Membership) w/ DBWPW
DigitalBookWorld.com | @digibookworld | #dbw
Susan KatzPresident & Publisher, HarperCollins Children’s Book Group
Rick RichterFounder, Ruckus Media
Kate WilsonFounder, Nosy Crow
MODERATORJim MilliotCo-Editorial Director, Publishers Weekly
NOTE: The hashtag for today’s WEBcast is #dbw
Children’s Publishing in the Digital Age
DigitalBookWorld.com | @digibookworld | #dbw
Susan KatzPresident & PublisherHarperCollins Children’s Book Group
Children’s Publishing in the Digital Age
DigitalBookWorld.com | @digibookworld | #dbw
DIGITAL MARKETING INITIATIVES“Making the consumer the center of our marketing efforts.”
Goal: Establish a direct dialogue with consumers to increase awareness of our authors and books.
Strategy: Use new media for easy viral sharing of books and content and engaging author connections.
Tactics: Target key demographics:• Parents• Tweens• Teens
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KEY AUDIENCES: PARENTS(TARGETING KIDS AGES 3-8)
• Package and deliver our picture book characters through strategic digital partnerships while utilizing the influential “mommy” community to strengthen message and reach.
• Ex. Fancy Nancy e-newsletter; fancynancyworld.com
• Reach and engage Moms with customized content and activities.– www.jamieleecurtisbooks.com• Moms come together to chat, share photos, ask Jamie Q&As, and
video series
• Drive awareness through strategic, integrated programs (ex. Twittermoms, Back-to-school effort, Fancy Nancy). 3
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KEY AUDIENCES: TWEENS(KIDS AGES 8-12)
• Deliver game-centric destination where activities are builtaround our franchise authors & brands.
• Awesome Adventure! Dedicated website with over 20+ tween-focused properties and dedicated areas for Warriors, My Weird School, and Big Nate.
• Key Partnerships: Poptropica, branded editorial on Yahoo! Kids, and extensive blogger and publicity outreach.
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KEY AUDIENCES: TEENS(KIDS AGES 13+)
• Deliver multi-media marketing which provides maximum consumer interactivity and engagement.
• Web Strategy: – Our new network of websites will put the teen in control of how they
want to interact with other community members, our authors and book properties.
– Genre channels for paranormal, romance and dystopian will allow for focused content and activities.
– Extensive use of social networks and mobile to engagethis increasingly changing demographic.• QR codes• Read It 5
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KEY AUDIENCES: TEENS(KIDS AGES 13+)
• Key Site Features: – Registration and social site connect (Facebook, Twitter)– Network blog user-generated content/contests– Viral tools – Video and photo uploading
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Children’s Publishing in the Digital Age
Rick RichterFounder, Ruckus Media
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Children’s Publishing in the Digital Age
History of the idea
• Caregivers interacting with kids • Efficiency of digital delivery, unstable retail• Pass back some of this efficiency to authors• New platform for NEW IP development• More interaction, greater engagement• More tools in the tool box• Quicker to market
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Children’s Publishing in the Digital Age
Goals
• Acquire a large back catalog – Rabbit Ears• Friends!• Establish a brand with brand identity• Solely focused with no distractions• Digital marketing strength• Create collaborative open atmosphere
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Children’s Publishing in the Digital Age
DigitalBookWorld.com | @digibookworld | #dbw
Children’s Publishing in the Digital Age
DigitalBookWorld.com | @digibookworld | #dbw
Children’s Publishing in the Digital Age
DigitalBookWorld.com | @digibookworld | #dbw
Children’s Publishing in the Digital Age
DigitalBookWorld.com | @digibookworld | #dbw
Children’s Publishing in the Digital Age
DigitalBookWorld.com | @digibookworld | #dbw
Children’s Publishing in the Digital Age
DigitalBookWorld.com | @digibookworld | #dbw
Children’s Publishing in the Digital Age
DigitalBookWorld.com | @digibookworld | #dbw
More Goals
• Perfect our go-to-market strategy• Create multiple revenue streams – broaden
where the IP lands• Continue to update and craft apps – break
new ground with the device• Create the WOW factor• Delight, not just satisfy
Children’s Publishing in the Digital Age
DigitalBookWorld.com | @digibookworld | #dbw
Challenges
• Discoverability• Reaching target market• Apprehension regarding price points• Creative process – too much, too little• Cost of apps, oversight• New medium, new art form
Children’s Publishing in the Digital Age
DigitalBookWorld.com | @digibookworld | #dbw
Kate WilsonFounder, Nosy Crow
Children’s Publishing in the Digital Age
DigitalBookWorld.com | @digibookworld | #dbw
Nosy Crow: print, ebooks and apps
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Nosy Crow Contact: [email protected],
twitter: @nosycrow.com and @nosycrowapps.com
• Independent start-up• Founded end-February 2010• First book and app (entirely separate IP) out January 2011• London-based• Personal, informal, “mom-friendly”• Career histories: children’s publishing and web• Outsourcing all but creative (editorial, design, marketing)• Small
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Nosy Crow’s focus
Create
Connect
Collaborate
Curate
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Old skills/new skills
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Commission to thefeatures of the devicesCommission to thefeatures of the devices
Don’t focus onsquashing existingcontent onto thedevices
Don’t focus onsquashing existingcontent onto thedevices
Find new talentFind new talent
Don’t disappoint the child who’s used to touchscreen interactivity
Don’t disappoint the child who’s used to touchscreen interactivity
What Nosy Crow aims to do with its apps
Create an enhanced anddifferent reading experience for children
Create an enhanced anddifferent reading experience for children
Invite the reader intothe story through interactivity and personalisation
Invite the reader intothe story through interactivity and personalisation
Make somethingnew and exceptionalMake somethingnew and exceptional
Create somethingparents will feel comfortablegiving to their children
Create somethingparents will feel comfortablegiving to their children
ExperimentExperiment
Create/evolve a sustainablebusiness modelCreate/evolve a sustainablebusiness model
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Nosy Crow’s first app:3-D Fairy Tales - The Three Little Pigs
http://tiny.cc/uf50l
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Discussion
* Will color devices revive or kill the picture book market? * Will authors and illustrators create original digital-only products? * What is the best way to market and sell apps for children? * Who are potential partners, and competitors, in the digital space?
NOTE: The hashtag for today’s WEBcast is #dbw
Children’s Publishing in the Digital Age
DigitalBookWorld.com | @digibookworld | #dbw
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