The beauty of children’s books for publishers is the ever-present possibility of adding value to products through, for example, selling rights for films, video games and merchandise. As well as this, there is also the possibility of expanding onto online media platforms, such as the www.pottermore.com website, which allows fans to purchase e-book content as well as other brand-extending items. The brand also sells video games, board games, various novelty books, toys and accessories, (Pottermore, 2014). Apps are also used, including the Peppa Pig app, (iTunes, 2014). Children’s book apps have become a popular way for publishers to engage young audiences and increase brand awareness, consequently increasing sales.
What started as a ‘Cinderella literature’ genre, considered to contain books of lower quality, has risen to be the most successful genre in publishing currently. The success of the children’s book market was originally attributed to the growth of both public and junior school libraries, causing a rise in popularity for children’s book, and subsequently, production, (De Angelo, nd.).
Even now, as public libraries face the threat of closure due to a lack of popularity and funding, children’s books continue to thrive.
Despite the total consumer market having faced a 2.3% decline in terms of volume of sales, the UK children’s UK sector has seen an increase in both volume and value. The total value of the UK children’s publishing sector stands at £170.4 million, a 9.2% increase, and a 10.1% boost in the volume of sales to 33.5 million, (Nielson, 2014).
It's no wonder the children’s publishing sector has fared so well, with writers such as J.K Rowling creating a storm with the release of each new book. The Half Blood Prince, the 7th and final book in the series sold 11 million copies in the UK and America alone, within 24hours of its release in 2007. 2.7 million of these were in the UK compared to 8.3 million in the United States, BBC, 2007).
The success of children’s publishing has softened the blow of the overall declining UK print sales, as more of us chose digital. Although it is somewhat risky for the industry to rely so heavily on one sector, in some ways, the popularity of children’s books serves to ensure the future success of publishing. By ensnaring the interest of young readers, publishers can create customer loyalty in the next generation of consumers. Young people remain loyal to print books. Of 1,074 children surveyed by the Literary Trust, 58% claimed ‘they would always want to read books printed on paper’, (Literary Trust, 2013). Therefore, to some extent, the growth of children’s books may lead to the overall sustainability of the publishing industry in the future. The industry has a responsibility to inspire generations to continue to read, in an age where escaping reality through gaming and the Internet have become an addiction. Publishers must find new and enticing ways to lure young people away from modern technological distractions and back to the escape provided in books.
499 words.
Bibliography.
Anon, (2007). BBC News, (Online), Harry Potter Finale Sales Hit 11 Million, Accessed via:
<http://news.bbc.co.uk/1/hi/entertainment/6912529.stm> [Accessed 02/11/14]
De Angelo, Rachael, (n.d.), Illinois University, (Online). Children’s Book Publishing, p.222, accessed via:
<https://www.ideals.illinois.edu/bitstream/handle/2142/5805/librarytrendsv7i1v_opt.pdf?sequence=1> [Accessed 02/11/14]
Anon, (2014), iTunes store, (Online). Peppa Pig App, accessed via:
<https://itunes.apple.com/gb/app/peppa-pigs-holiday/id606931186?mt=8> [accessed 02/11/14]
Anon, (2013), The Literary Trust, (Online). Survey Finds Children Still Prefer Reading Physical Books to Ebooks, Accessed via:
<http://www.literacytrust.org.uk/news/5175_survey_finds_children_still_prefer_reading_physical_books_to_e-books> [accessed 02/11/14]
Anon, (2014), Nielson Book Research Newsletter, (Online). Children’s Growth holds Steady, Keeping UK TCM Decline Minimal. Accessed via:
<http://www.nielsenbookscan.co.uk/search.php?searchstring=children's%20publishing> [Accessed 02/11/14]
Anon, (2014), Pottermore, (Online). Gift Seeker, accessed via:
<http://www.harrypottershop.com/text/Harry-Potter-2014-Holiday-Gift-Seeker.html>
[Accessed 21/11/14]
What started as a ‘Cinderella literature’ genre, considered to contain books of lower quality, has risen to be the most successful genre in publishing currently. The success of the children’s book market was originally attributed to the growth of both public and junior school libraries, causing a rise in popularity for children’s book, and subsequently, production, (De Angelo, nd.).
Even now, as public libraries face the threat of closure due to a lack of popularity and funding, children’s books continue to thrive.
Despite the total consumer market having faced a 2.3% decline in terms of volume of sales, the UK children’s UK sector has seen an increase in both volume and value. The total value of the UK children’s publishing sector stands at £170.4 million, a 9.2% increase, and a 10.1% boost in the volume of sales to 33.5 million, (Nielson, 2014).
It's no wonder the children’s publishing sector has fared so well, with writers such as J.K Rowling creating a storm with the release of each new book. The Half Blood Prince, the 7th and final book in the series sold 11 million copies in the UK and America alone, within 24hours of its release in 2007. 2.7 million of these were in the UK compared to 8.3 million in the United States, BBC, 2007).
The success of children’s publishing has softened the blow of the overall declining UK print sales, as more of us chose digital. Although it is somewhat risky for the industry to rely so heavily on one sector, in some ways, the popularity of children’s books serves to ensure the future success of publishing. By ensnaring the interest of young readers, publishers can create customer loyalty in the next generation of consumers. Young people remain loyal to print books. Of 1,074 children surveyed by the Literary Trust, 58% claimed ‘they would always want to read books printed on paper’, (Literary Trust, 2013). Therefore, to some extent, the growth of children’s books may lead to the overall sustainability of the publishing industry in the future. The industry has a responsibility to inspire generations to continue to read, in an age where escaping reality through gaming and the Internet have become an addiction. Publishers must find new and enticing ways to lure young people away from modern technological distractions and back to the escape provided in books.
499 words.
Bibliography.
Anon, (2007). BBC News, (Online), Harry Potter Finale Sales Hit 11 Million, Accessed via:
<http://news.bbc.co.uk/1/hi/entertainment/6912529.stm> [Accessed 02/11/14]
De Angelo, Rachael, (n.d.), Illinois University, (Online). Children’s Book Publishing, p.222, accessed via:
<https://www.ideals.illinois.edu/bitstream/handle/2142/5805/librarytrendsv7i1v_opt.pdf?sequence=1> [Accessed 02/11/14]
Anon, (2014), iTunes store, (Online). Peppa Pig App, accessed via:
<https://itunes.apple.com/gb/app/peppa-pigs-holiday/id606931186?mt=8> [accessed 02/11/14]
Anon, (2013), The Literary Trust, (Online). Survey Finds Children Still Prefer Reading Physical Books to Ebooks, Accessed via:
<http://www.literacytrust.org.uk/news/5175_survey_finds_children_still_prefer_reading_physical_books_to_e-books> [accessed 02/11/14]
Anon, (2014), Nielson Book Research Newsletter, (Online). Children’s Growth holds Steady, Keeping UK TCM Decline Minimal. Accessed via:
<http://www.nielsenbookscan.co.uk/search.php?searchstring=children's%20publishing> [Accessed 02/11/14]
Anon, (2014), Pottermore, (Online). Gift Seeker, accessed via:
<http://www.harrypottershop.com/text/Harry-Potter-2014-Holiday-Gift-Seeker.html>
[Accessed 21/11/14]