Children's Publishing in the Digital Age
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Children's Publishing in the Digital Age

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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......

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 Crow

Moderated by: Jim Milliot, Co-Editorial Director, Publishers Weekly

Children’s Publishing in the Digital Age was webcast live on Tuesday, December 7th @ 1pm EST / 10am PST.

For more information: http://bit.ly/bMidgx

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  • 1. Susan Katz President & Publisher, HarperCollins Children’s Book Group Rick Richter Founder, Ruckus Media Kate Wilson Founder, Nosy Crow MODERATOR Jim Milliot Co-Editorial Director, Publishers Weekly NOTE: The hashtag for today’s WEBcast is #dbw Children’s Publishing in the Digital Age
  • 2. 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
  • 3. Susan Katz President & Publisher, HarperCollins Children’s Book Group Rick Richter Founder, Ruckus Media Kate Wilson Founder, Nosy Crow MODERATOR Jim Milliot Co-Editorial Director, Publishers Weekly NOTE: The hashtag for today’s WEBcast is #dbw Children’s Publishing in the Digital Age
  • 4. Susan Katz President & Publisher HarperCollins Children’s Book Group Children’s Publishing in the Digital Age
  • 5. 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
    2
  • 6. 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
  • 7. KEY AUDIENCES: TWEENS (KIDS AGES 8-12)
    • Deliver game-centric destination where activities are built around 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.
    4
  • 8. 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 engage this increasingly changing demographic.
        • QR codes
        • Read It
    5
  • 9. 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
    6
  • 10. Children’s Publishing in the Digital Age Rick Richter Founder, Ruckus Media
  • 11. 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
  • 12. 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
  • 13. Children’s Publishing in the Digital Age
  • 14. Children’s Publishing in the Digital Age
  • 15. Children’s Publishing in the Digital Age
  • 16. Children’s Publishing in the Digital Age
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  • 18. Children’s Publishing in the Digital Age
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  • 20. 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
  • 21. 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
  • 22. Kate Wilson Founder, Nosy Crow Children’s Publishing in the Digital Age
  • 23. Nosy Crow: print, ebooks and apps
  • 24. Nosy Crow Contact: [email_address] , 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
  • 25. Nosy Crow’s focus Create Connect Collaborate Curate
  • 26. Old skills/new skills
  • 27. Commission to the features of the devices Don’t focus on squashing existing content onto the devices Find new talent Don’t disappoint the child who’s used to touchscreen interactivity What Nosy Crow aims to do with its apps Create an enhanced and different reading experience for children Invite the reader into the story through interactivity and personalisation Make something new and exceptional Create something parents will feel comfortable giving to their children Experiment Create/evolve a sustainable business model
  • 28. Nosy Crow’s first app: 3-D Fairy Tales - The Three Little Pigs http://tiny.cc/uf50l
  • 29. 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
  • 30. Thank You for Attending. Next Episode: The Roundtable is webcast live every Thursday @ 1pm EST / 10am PST, and is now available as a podcast at: http://feeds.feedburner.com/DBWRoundtable Keep in Touch Follow us on Twitter, join our LinkedIn Group, and subscribe to our blog feed to receive the latest information on our events, and insights on the latest news and trends from top publishing strategists and technology experts.