stichting cpnb
DESCRIPTION
Stichting CPNB. to stimulate the interest in books and book-ownership. Bookweek. 10 days in March Participation Bookshops 90% Libraries 85 %. Bookweek. Every Dutchman should know:. books are interesting, fun there is a book for everyone there are excellent bookshops - PowerPoint PPT PresentationTRANSCRIPT
![Page 1: Stichting CPNB](https://reader036.vdocuments.net/reader036/viewer/2022062309/56815249550346895dc08705/html5/thumbnails/1.jpg)
to stimulate the interest in books
and book-ownership
Stichting CPNB
![Page 2: Stichting CPNB](https://reader036.vdocuments.net/reader036/viewer/2022062309/56815249550346895dc08705/html5/thumbnails/2.jpg)
10 days in March
Participation Bookshops 90% Libraries 85 %
Bookweek
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Every Dutchman should know:
• books are interesting, fun
• there is a book for everyone
• there are excellent bookshops
• public libraries are part of the social infrastructure
Bookweek
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Marketing Operation
Combination of Culture and Commercial
Bookweek
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Bookweek Gift
Central theme
Bookweek
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Central Theme:
•media hook•uniform shop presentation•focus on backlist
Bookweek
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Poetry
Dutch Landscape
Religion
Family
The (old) classics
Multicultural writing
Love
Death
La France
Bookweek – themes
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BookweekGift
A new novel, especially written for the Bookweek.
Free Gift by buying another book.
Bookweek
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BookweekGift
Buy a book of at least € 11.50 and get the new novel of a
well-known Dutch author. FREE.
Bookweek
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BookweekGift:
•Bookshops order at CPNB(5 months before Bookweek)
•Total of orders is printrun(CPNB has no risk)
•Cost price extreme low(Printing, distribution, small royalty fee)
Bookweek
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Printrun BookweekGift
1984: 383.000 copies
1994: 567.000 copies (+ 48%)
2004: 765.000 copies (+ 99%)
Bookweek
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1.200 bookshops join Bookweek (inclusive the big chains)
(900 libraries)
765.000 BookweekGifts
Bookweek
One BookweekGift - One costumer
1 of every 8 households visit a bookshop during Bookweek
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Chains and publishers present titles in brochures and advertising
Bookweek
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Free publicity is the name of the game
Free publicity: art news(literature-specials) AND general news (human interest)
Bookweek
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Book ball
Bookweek
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Attention of General press means:
book is part of life
Bookweek
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Results:
Last ten years annual sales of literature went up with 22%
(Last twenty years the market share of bookshops went up from 55 to 65 %)
Bookweek
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Book week (since 1932)
Children’s Book week (since 1955)
June – Month of Crime Books (since 1989)
Weeks of Travel Books (since 2001)
Four important campaigns
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Children’s Jury (6-12 years)
Youth campaign (12-15 years)
Prize awarded by the Public / Election of the Book of the Year
Campaign Books as a Gift
(Mothers’ day, Fathers’ day, Christmas)
Book tokens
National Pre School Reading Days (0-6 years)
Read Aloud Competition (9-12 years)
Books as a gift
Many activities
![Page 20: Stichting CPNB](https://reader036.vdocuments.net/reader036/viewer/2022062309/56815249550346895dc08705/html5/thumbnails/20.jpg)
10 days in October
Participation:
Children’s Bookweek
• Schools 90%• Libraries 90%• Bookshops 75%
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•Central theme
•Educational kit (13.000/90% of schools)
•Catalogue/Magazine (275.000 copies)
•Free (sponsored) newspaper for every child (1.1 million
copies)
•Small picture book (for sale € 2,50) 110.000 copies
•BookweekGift (365.000 copies)
Children’s Bookweek
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Central themes:
Children’s Bookweek
• boats• forest• music
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Printrun Children’s BookweekGift
(1988: 97.500)
1989: 156.000
1998: 293.000
2003: 365.000
2004: 384.000
Children 6 – 12 years: 1.2 million:
One of every three children buys a book
Children’s Bookweek
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Results:
The genre Childrenbooks was the fast growing segment
between 1990 and 2000:
The sales doubled (in the Pre Potter Period)
Children’s Bookweek
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2004: New campaign
for children 0-6 years old
Pre School
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1/3 reads more than 6 books a year
1/3 reads a few books
1/3 does not like to read a book
Reader survey
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1/3 reads a few books: what do they read?
age group: crime books
men/women: crime books
education: crime books
Reader survey
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Popular Mass Media
Bestseller author for the Gift book:
June – Month of Crime Books
• Stephen King
• Elizabeth George
• Henning Mankell
•Salman Rushdie
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Print run gift book:
(1989: 50.000)
(1994: 47.000)
1995: 323.000
2000: 395.000
2004: 435.000 copies
June – Month of Crime Books
![Page 30: Stichting CPNB](https://reader036.vdocuments.net/reader036/viewer/2022062309/56815249550346895dc08705/html5/thumbnails/30.jpg)
Results:
Between 1990 and 2002 sale in this segment went up with
94% (turnover).
(In copies 52%).
June – Month of Crime Books
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Publishers Association
Booksellers Association
Public libraries Association (since 2001) +
How are we organized
Collective Propaganda
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Board of the CPNB (2 booksellers, 2 publishers, 2 librarians)
Management CPNB
How are we organized
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1. Management CPNB makes the annual financial plan.
2. Board CPNB has 5 meetings a year. Takes long-
term-decisions.
3. Management is 100% responsible for the quality of
every campaign
How are we organized
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Bookselling is a profession
Publishing is a profession
Librarian is a profession
Marketing and communication is a profession
How are we organized
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Talking about money
• Booksellers annual € 375.000,-
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Talking about money
• Booksellers annual
• Publishers annual
€ 375.000,-
€ 375.000,-
€ 750.000,- (+ 100%)
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Talking about money• Booksellers annual
• Publishers annual
€ 375.000,-
€ 375.000,-€ 750.000,- (+ 100%)
• Public libraries annual fee € 375.000,-
€ 1.125.000,- (+ 200%)
• Sponsors (average) € 700.000,-
• Guaranteed Annual budget € 1.825.000,- (+ 387%)
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Booksellers total
Talking about money
Booksellers annual fee
Promotional material
Free Gift books (Bookweek, Travel
Books, Crime Books, Children’s books)
(Commercial products
€ 375.000,-
€ 250.000,-
€ 975.000,-
€ 1.600.000,-
€ 370.000,-)
![Page 39: Stichting CPNB](https://reader036.vdocuments.net/reader036/viewer/2022062309/56815249550346895dc08705/html5/thumbnails/39.jpg)
Talking about money
• Publishers annual fee
• Advertising in CPNB-magazines
€ 375.000,-
€ 380.000,-
€ 40.000,-
€ 140.000,-
• Bookball
•Expositions
€ 935.000,-
Publishers total
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Talking about money• Booksellers total
• Publishers total
• Libraries (375 + 170)
• Sponsoring + subs.
• Funds booktrade
• Divers
• Income 2003
€ 1.970.000,-
€ 935.000,-
€ 545.000,-
€ 685.000,-
€ 590.000,-
€ 450.000,-
€ 5.175.000,-
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(average: € 700.000,-)
•City of Zaandam
•Coca Cola
•NS Railways
•Pickwick Tea
•Post
•Venz chocolats
Sponsoring
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1. CPNB-campaigns put the spotlight on the cultural
(literature) and social (children’s books) aspects of the
book.
2. Professional book-campaigns are interesting for other
marketing-orientated companies
Sponsoring
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1 sold children’s book vs 12 children’s books lend in public libraries
1 sold adult book vs 4 books lend in public libraries
CPNB and the libraries
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What is easier:
Trying to sell a book to a reader
or
Trying to sell a book to a non-reader
CPNB and the libraries
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Working together with libraries is like fishing
in a pond of a fish-farm
CPNB and the libraries
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June-Month of Crime Books 2004:
CPNB and the libraries
Anthology with• a chapter of 13 crime books• a quiz: what is the scene of the crime• 13 discount vouchers
Free for members
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In bookshop a poster showing
the 13 titles, all good examples of the central theme:
tracing the thriller
Subheading: we accept the discount vouchers of the library.
CPNB and the libraries
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More promotion
Better promotion
Lower costs
Collective propaganda
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Booksellers decide which campaign they want to join.
And to which extend.
In time and in budget.
Collective propaganda a la CPNB
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Readers are human beings.
Changing the behaviour of people takes time.
So be patient
Never forget
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THE END