children's publishing in the digital age

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


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

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Susan KatzPresident & Publisher, HarperCollins Children’s Book Group



MODERATORJim MilliotCo-Editorial Director, Publishers Weekly


Children’s Publishing in the Digital Age


Susan KatzPresident & PublisherHarperCollins Children’s Book Group



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


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


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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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



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


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



Challenges

• Discoverability• Reaching target market• Apprehension regarding price points• Creative process – too much, too little• Cost of apps, oversight• New medium, new art form



Nosy Crow: print, ebooks and apps


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


Nosy Crow’s focus

Create

Connect

Collaborate

Curate


Old skills/new skills


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


Nosy Crow’s first app:3-D Fairy Tales - The Three Little Pigs

http://tiny.cc/uf50l


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?




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

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children's publishing in the digital age

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