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Executive Summary
Competing publishers in graphic novel genre were found using Nielsen BookScan. Little, Brown
publishes fiction graphic novels, for children and young adults, and visual literature for adults
(Bookseller, 2014). The publisher’s value (by volume of sales) in 2013 was 89,196, ranking it in 8th
place, however, this ranking is interesting since Little, Brown only began publishing graphic novels in
2006, and has had an escalating growth yearafteryear proving that they are highly strategic competitors
in this market (NielsenBookscan.co.uk, 2014).
Across their imprints, Little, Brown produces titles with high visual production novels. Atom
Books and Orbit Books are two particular imprints of Little, Brown with highly lucrative authors
making use of merchandising (Twilight Saga by Stephanie Meyer in Atom Books) and their visual
content to attract their readership. Little, Brown employs marketing primarily online and through social
media and communities: engaging with their readers and learning their interests. They build brand
loyalty through ‘The Atomics’ reviewing platform, and simultaneously make use of their fan-base to
produce graphic novels and visual guides of their novels.
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Introduction
This report assesses the management and functions of marketing of Little, Brown, looking at the
publisher as a whole and two of their imprints –Atom and Orbit. By looking at their titles, value figures,
and marketing techniques within the marketing mix, this report will portray the publisher’s competitive
advantage and weaknesses in order to conclude with a list of recommendations for the marketing
department when launching our proposed imprint.
Little, Brown
An established and well known publisher in the UK,Little, Brown began publishing graphic novels for
adults, YA and children since 2006 (NielsenBookscan.co.uk, 2014). This direct competitor publishes
across its lists and imprints series and titles of graphic novels.
Atom Books
Perhaps best known for Stephenie Meyer’s Twilight series
Publishes big, brand name authors alongside exciting debuts and strong series titles.
In addition to its core young adult list, Atom is expanding into the younger children’s market,
introducing ‘fresh new voices and fantastic illustrators’ (AtomBooks.net, 2014).
The Atomics
‘The Atomics’ is an Atom reviewing platform for readers ranging from twelve to eighteen years old
from the UK, where they subscribe and are sent free copies of books not yet published. In return they
have to write a review of the title for the website.
Orbit
Publishes approximately 80 titles each year
Biggest Science Fiction and Fantasy Imprint in the UK
Adult demographic.
Publishes in the US, UK and Australia
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Why is Little, Brown (Atom and Orbit) in Direct competition
1. We target same market segments
2. UK based with international presence (US and Australia).
3. Publishes in all three formats: paperback, hardback and E-book
4. Marketing channels (physical and online)
5. High communication with readership and fan base (e.g. The Atomics).
a. Publishing what their readership wants and likes.
Demographics
Adults
The rights and content of a previously published book titled About Time by Kerry Glencorse,
was purchased and re-published by L,B, which was designed and illustrated by popular graphic
designer, blogger, and book author VahramMuratyan (Shaffi, TheBookseller.com, 2014). Little, Brown
have strategically chosen Muratyan to contribute to this ‘visual memoir’ (Shaffi, TheBookseller.com,
2014) since he has already proven the success of the visual non-fiction with the publication of his
previous book Paris VersusNew York: A Tally of Two Cities (see Appendices for sales figures) which
originated from his blog of the same name. About Time by Muratyan has just been published 06
November 2014, and has had fans of the author highly anticipate its release: a book tour has already
been scheduled.
About time: Hardback, RRP: £12.99
Young Adults and Children
When questioned whether this demographic has ever ‘liked’ or ‘followed’ a company of interest, 53%
(10 to 15 year-olds) said yes (Segal, Mintel, 2014). This suggests that half of our demographic is
concerned with brands and with the communities these brands create online. Fan-fiction graphic novels
are expectedto be our cashcowlist, (relatively inelastic demand), therefore it is important to understand
which marketing medium will be the most effective.
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Marketing Mix
Successfulmarketing campaigns have defined market segments and targets,know customer trends and
preferences,and have established a position through image and branding of the product offered, and
communicate the benefits of this product and why customers need to buy it (Blythe, 2012).
1. Product:
a. Successful international authors in fiction and graphic novels lists.
2. Price:
a. Hardbacks: £11.99-£14.99
b. Paperbacks: £7.99-£9.99
c. E-books: (depends per online retailer)
3. Place:
a. Supermarkets, Bricks and Mortar Bookshops, Airports.
b. Online: Apple, Amazon, Waterstones, Foyles, Kobo, WHSmith, Google (Playstore),
Sony, ‘txtr, eBooks.com
c. UK (rights only), publishes US and Australia. Titles have been published in many
languages and other countries including Africa, Latin America, Asia, and the rest of
Europe.
4. Promotion:
a. Special offers (price scheming for series, and authors); Endorsements; Advertising
(mainly PR, and within books); User trials (first chapter online excerpts), Campaigns
(social media, primarily with use of hashthag for discoverability and ‘word-of-mouth’.
b. The Atomics; Social Media use on Facebook, Twitter and Pinterest.
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Management
The marketing tools which L,B makes most use of is through social media websites. They engage with
their readership by creating communities for them to comment, discuss, and indirectly promote their
product.
Market Size (Value in terms of Volume):
Value of Graphic Novels UK: 14,673,309
o Little, Brown value share: 397,816
Value of YA and Children fiction UK: 294,597,526
o Little, Brown value share: 11,43,112
(Nielsen BookScan, 2014) (See Appendices).
Physical Strategies
Author book signings, discussions and tours (information on websites)
Close relationship with their distributors and booksellers for positioning and placement of titles
within the physical retailers (LittleBrown.co.uk, 2014)
Backlists are often re-covered (LittleBrown.co.uk, 2014)
Online
Read extracts of first chapters online
Use of social media platforms including: Facebook, Twitter, Pinterest, Youtube and Google+.
o YouTube videos; book trailers, interviews, production processes, etc.
Campaigns through social media (use of hashtag).
Conclusions
The engagement of competitors with online marketing strategies is fundamental for discoverability and
engaging with the readership. Little, Brown interestingly only manages two main social media sites
Facebook and Twitter, where Twitter has a bigger following.
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Key points and issues
1. Discoverability
a. Thames & Hudson will be dipping into the Young Adult and Children demographic as
well with this proposed list.
2. Online Presence and community
3. Choosing retail channels: online and brick and mortar
a. Attempt to use our current wholesalers and distributors: find which suits best (cost
effective).
Recommendations
1. Make use and prioritise advertising and marketing through online platforms and social media.
2. Attractthe fan-fiction community and understanding their demand by making their reviews and
feedback a big contributing factor to content.
3. When marketing for a young adult and children demographic, YouTube and Instagram are two
platforms which are more popular for this demographic.
a. However the most popular social sites for adults and young adults alike are Facebook,
YouTube and Twitter (Segal, Mintel, 2014).
4. Make use of our current resources/contacts with our current
designers/illustrators/artists/photographers for our list and titles.
a. This way our popular artists/designers/photographers etc. can engage our existing
readership.
b. This will help in our branding process by creating a unique image/concept with our
visual content (brand loyalty?)
Discoverability will be a main issue since our publishing company will be dipping into a different
demographic besides adult which is YA/children. Our competitor has proven that by engaging the
market in online communities and activities related to their brand and product are essential for sales.
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Branding will be crucial, especially for the younger demographic and for our current readership, in
order to remain publishing quality visual content for our visual narrative imprint.
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Appendices
Background Info.: Proposed imprint for Thames & Hudson
The proposed list will publish graphic novels for young adults and children, as well as highly illustrated
and visually innovative narratives for adults. Here we are interestedin combining our established artistic
style and production values at Thames & Hudson, to publish a futuristic and innovative list including,
graphic novels, where the tone, themes, and language appeals to the YA, children and adult market.
The proposed imprint for Thames & Hudson will publish three main lists:
1. Highly illustrated and visually supportive novels of fairy tales, legends, myths, and other
culturally common stories for adults.
2. Fan fiction graphic novels or illustration novels for children and young adults.
3. Fan fiction novels for adults allowing for graphic and visual elements.
Vahran Muratyan
Paris Versus New York: A Tally of Two Cities: (Pub. Date 23/02/2012) Hardback, RRP: £11.99
o Volumes Sold (23/02/2012-01/11/2014): 1,405
o Total Value: £13,992.50
o (NielsenBookScan.com, 2014)
Looking at the value of the author’s previous book (published by Penguin US and UK) is key when
fixing our pricing strategy and understanding sales volumes in the UK for highly illustrated/designed
novels.
Little,Brown Online presence
1. Little, Brown Newsletter
2. Little, Brown on Facebook: 2,296 likes (Facebook.com, 2014)
3. Little, Brown on Twitter: 27,500 followers (Twitter.com, 2014)
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NielsenBookscanTCM for Graphic Novels
(Nielsen BookScan, 2014)
(Nielsen BookScan, 2014)
SWOT of SocialMedia and PR
Strength Weakness
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1. Young Adults and Children spend more
time engaging with technology and
social media.
1. Age restrictions for joining social media
as well as purchasing apps and online
limits sales and growth.
Opportunities
1. Publishing house’s presence and
‘knowability’ in different markets will
expand our current lists as well as our
proposal one.
Threats
1. Following and online community does
not reflect in sales as expected.
Mintel “Teens and Tweens’TechnologyUsage – May 2014”data charts
FIGURE 1: TECHNOLOGY USED IN THE HOME, MARCH 2014
“Which of these technology devices does your child use in your household? Please select all that apply.”
Base: 1,041 internet users who are parents ofchildren aged 10-15
(Segal, Mintel, 2014).
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FIGURE 2: TECHNOLOGY OWNERSHIP, MARCH 2014
“You’ve indicated that your child uses the following technology devices in your household. Please indicate for each device
whether this belongs to the child or is shared by the household.”
Base: Internet users who are parents ofchildren aged 10-15 using technology devices in household
(Segal, Mintel, 2014).
FIGURE 3: INFLUENCE OF CHILDREN IN THE PURCHASING PROCESS, MARCH 2014
“Imagine you were buying a new technology device that would be used by your child, how much influence would you/your child
have in choosing which device to buy?”
Base: 1,041 internet users w ho are parents of children aged 10-15
(Segal, Mintel, 2014).
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References
1. (2014): Atom, www.atombooks.net/
2. (2014): Orbit, http://www.orbitbooks.net/
3. Blythe, J. (2012): Essentials of Marketing, (5th
Edition), Pearson
4. Baverstock, A. (2008): How To Market Books, (4th
Edition), Kogan Page.
5. Little, Brown: (2014), https://www.littlebrown.co.uk/books/no-keyword/a ll-
pubs/0/20/Date/Decreasing/66-81/all-initials/all-formats/current/from-all/to-all
6. Segal, H. 2014: “Teens and Tweens Technology Usage – May 2014”, Mintel, Accessed
06/11/2014 via Mintel,
http://academic.mintel.com.oxfordbrookes.idm.oclc.org/insight_zones/14/
7. Shaffi, S. (2014): “L, B to publish ‘visual memoir’”, The Bookseller, thebookseller.com,
Accessed online 04/11/2014 http://www.thebookseller.com/news/l-b-publish-visual-memoir
