Q: I am a Singaporean, who specializes in writing children books. I have published some wonderful Mandarin materials which are very popular in Singapore and now in China. I have taught some foreign friends to speak Mandarin and have introduced them to these materials, which have proved not only effective in teaching language to children and to adults. I wish to promote my books to English countries. Can you help me?
There’s a language immersion class run at Dartmouth that might be good to contact. The site address for the professor is: http://www.dartmouth.edu/~rassias. I believe they do teach a course in Mandarin Chinese. You may also want to check Asia for Kids, which is a catalog www.asiaforkids.com that carries a lot of language materials. 1:2/05
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Q: I am looking to create full-color bookmarks at an economical price. I am starting to do school visits and want to hand out an autographed bookmark to each of the students – I’m thinking about having my name already with my signature on the bookmark and have them printed up with probably a picture of a book cover also. But I might just want a generic bookmark without promoting a specific book, with my contact info, some graphics, and also my pre-signed signature. Any resources would be greatly appreciated.
You may want to check the website for Harmony Designs www.harmonydesigns.com. The owner is a former teacher and the company produces promotional items, including bookmarks and magnets (which I like as give-aways), for museums, historical sites and businesses. According to Owner Sherrill Franklin, you can email a scan of the cover to them, or mail a copy of the book for them to scan. They can also incorporate a signature and a short phrase or quotation onto the bookmark. If you’re going to send your signature, she suggests using a black flare on white paper, so it will scan better. For cover art scans, 300 dpi is best, but they can work with a lower resolution, if necessary. Bookmarks can be done inexpensively on card stock, or they can be laminated. The cost for card stock is .75 each for a dozen or more. Laminated bookmarks start at $2.50 each for a dozen or more. Once art is received and the design is approved, bookmarks take 3-4 days to produce. Prices for magnets run about the same as laminated bookmarks and are a nice alternative to give out at conferences. 1-2/03
[Some additional information on bookmarks:
Illustrator Maryann Cocca-Leffler asked that I revisit a topic about economical ways to produce high quality bookmarks. She said the best situation for an author or illustrator is when the publisher prints bookmarks as part of the marketing program. She also pointed out that there were ways to produce bookmarks at home with a good-quality laser printer or by working with a vendor to print larger quantities on card stock. She agreed to help gather information from illustrators she knew, and I have pursued this in more detail with a few companies they recommended. I appreciate everyone’s input and hope what we found will prove useful. An additional suggestion was made to include the author’s or illustrator’s signature when running bookmarks, so that they’ll be personalized.
If you want to print small quantities (up to a few hundred) using a laser printer, the suggestion was to use a minimum of a 67lb cover stock (similar to the weight of an index card). Two papers recommended were Epson’s Double-Sided Matte Paper and IBM’s Heavyweight Ultra-Glossy Photo Paper.
When printing larger quantities, Modern Postcard www.modernpostcard.com is a company some people have used to do card-stock bookmarks. A company representative confirmed that they can print bookmarks that are 4-color and glossy on one side, with a black & white matte finish on the back, for less than 15¢ per piece (this is to run two together on postcard stock and then to pay $10 extra to have them cut). I also checked with 4 Over 4, another online company that was mentioned, but they said they just do postcards. Harmony Designs, a company I mentioned previously, does charge more for what they call “very high-resolution” bookmarks that are four-color on both sides. Most of what they print is laminated bookmarks, but they will do plain card stock, though the cost is still more than what Modern Postcard quoted. My recommendation (though this may be more than people want to know about bookmarks) would be to ask for samples in advance to compare products.]
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Q: I’m a first time author of YA fiction novels. I published my first book just last year through a print-on-demand publisher. I want a more detailed marketing plan than the one my publisher offers. They just send releases to TV, radio, and newspapers. But I want to hit more specific markets like school and public libraries, book clubs, book catalogs, etc. Since I didn’t bother to buy the Standard Promo Option, I’m pretty much at square one with the whole marketing/promotion thing. Can you help me?
To reach the education and library markets, I’d suggest contacting a company called Market Data Retrieval www.schooldata.com, which sells targeted lists of educators, administrators and librarians. The lists can be cross-selected by a variety of criteria, including job type, district size, geographic location, grade level and budget. You can find book clubs listed in the Literary Market Place (LMP) directory either at a library or online at www.literarymarketplace.com. 7-8:03
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Children’s book marketing and publicity have changed substantially in recent years. With more publishers, authors, illustrators and books as well as stiff competition from other media for consumer spending and education and library budgets there’s an increased need to keep one’s name and books prominent. For those fortunate enough to have had specific books chosen for star treatment in-house or who have built a significant track record that has earned them on-going support from the publisher’s marketing team, the work is in balancing marketing time with the creative time. For many more who are striving to achieve that level, the challenge is to figure out what will help raise and sustain awareness of their books and their “brand” both among publishers and in the marketplace to generate demand.
With new books often spread out over a long publishing process and changing seasons as publishing schedules shift, it’s difficult to plan marketing based primarily on publicity for new titles. Deciding what to do between new books and how to appeal to different segments of the market takes creativity and persistence, and for that reason authors and illustrators are taking increasingly active roles in marketing themselves and their books, both front- and backlist.
Traditionally, that has taken the form of speaking at schools and libraries, arranging signings at bookstores, and working to get on the convention circuit – first regionally, then nationally. Author and illustrator websites, particularly destination sites that provide specialized information such as Jennifer Armstrong’s new history-based website www.jennifer-armstrong.com, or those that provide “how-to” write or illustrate information like Robert Sabuda’s pop-up making instructions at www.robertsabuda.com, provide teachers, librarians and booksellers reasons to remember and refer kids to a particular site. For a master site in this area, visit Jan Brett’s site at www.janbrett.com, which is an amazing compendium of creative ideas.
Now, with blogs, e-newsletters, web marketing and other interactive mechanisms for reaching booksellers, educators, librarians and consumers, the question is how to make sure you and your books become part of the fabric of the industry. The first step is to determine how you want to portray yourself and your body of work. For some, the “who they are” becomes the primary focus, and this can work well if that’s consistent with the voice in their books. For others, “what they know” is more important to convey, and that is exemplified by showcasing expertise.
But with all of this said, the real trick to succeeding in this business is to ensure that your books sell. As a new author or illustrator, one without a large body of work, or as in the case with many who have limitations on the time they can devote, this can be a daunting task. So, creative authors and illustrators are coming up with new solutions to gain ground more quickly.
One this past year was the establishment of the Class of 2k7, a group of thirty-nine first-time middle-grade and young adult fiction authors with debut novels to be published in 2007. Their mission was to target booksellers, librarians and teachers and raise awareness of their books. The group, led by Greg R. Fishbone, Heather Tomlinson, Carrie Jones and Joni Sensel, started a website, www.classof2k7.com, a newsletter, a blog and a discussion forum, which provide a showcase for the members and for their work. In addition, group members are encouraged to read manuscripts by other 2k7 members, and to co-promote each other’s books. As part of that, members living near each other have approached local bookstores and libraries to set up group appearances, which have proven more effective than trying to convince the venues that a single new author would generate enough traffic for a successful event. The Class of 2k7 has also been helping other start up groups seeking advice on setting up their own consortiums. Those who wanted to join, but whose books were scheduled in later (or were moved to later dates), plan to be part of the Class of 2k8.
12:13/06
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Q: Welcoming the Cybils Awards
If there’s one thing we know about bloggers, it’s that they’re not shy about voicing their desire for change and making it happen. So, it shouldn’t come as a surprise that within days of a blog posting about limitations of the established children’s book awards, the bloggers had launched their own awards. The Cybils (Children’s and YA Bloggers’ Literary Awards) operate on a new populist model in which anyone — young or old, expert or beginning reader– can nominate the books they love most.
Awards are given for books in eight categories: Fantasy and Science Fiction, Graphic Novels, Non-Fiction — Middle Grade and YA, Middle Grade Fiction, YA Fiction, Fiction Picture Books, Non-Fiction Picture Books, and Poetry. Once nominations have been made, a panel of bloggers do the first stage of judging, then a second group of judges comprised of librarians, teachers, homeschoolers, authors and illustrators, and others make the final decisions in each category.
“Think of it as Wal-Mart meets Nordstrom over kids’ books,” said Anne Boles Levy, a freelance book reviewer for the Los Angeles Times. Levy can now be found at her own children’s book review blog, www.bookbuds.net. As an official spokesblogger for the Cybils Awards, she is delighted with their first year’s results, which were announced recently. The awards were made after reviewing nearly 500 nominations and involved more than 75 bloggers.
Children’s publishers have been quick to respond to the awards, which have a built-in publicity and marketing system — announcing award winners across the “kidlitosphere” blog community and providing links to purchase the books.
Nominations are open for 2008. “Graphic novels are of particular interest because we want to encourage more entries in that category,” says Levy. “We’re also hoping to have award stickers to give to winning publishers for their books and an award trophy to give to the winners. The group sees this as benefiting everyone involved particularly the winning authors and illustrators whose books get substantial media attention and then are only a few mouse clicks away from a book sale and being sent home for a great read.
For more information on the Cybils Awards and to make nominations, visit http://dadtalk.typepad.com/cybils. 10:11/07
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Q: FEATURE TOPIC: Bookseller Survey on in-store promotions
We recently asked booksellers from various parts of the country their views on working with authors and illustrators — what worked well in making store appearances successful, what materials and information should be provided and what they considered a turn-off when being approached by individuals hoping to work with their children’s or general independent bookstore.
Those who responded were very open to the idea of having authors and illustrators contact them directly about doing an appearance at their store and email was often preferable for the initial contact, though a couple of people – Hannah Schwartz of Children’s Book World in Haverford, Pennsylvania and Alison Morris, who writes the ShelfTalker column for Publishers Weekly’s Children’s Bookshelf and works at Wellesley Booksmith in Wellesley, Massachusetts, preferred in-person and telephone contact respectively. Peter Glassman of Books of Wonder in New York City suggested authors submit a copy of their book with their request unless they know for a fact that the store already carries their book — in which case, they should state this fact in their request, since the event coordinator is usually not the buyer and so not necessarily familiar with every title in the store.
But making contact doesn’t ensure you’ll get an event and if you do, you should be prepared to play a role in its success. First you must convince the bookseller that you can conduct an interesting and entertaining program that will appeal to their customers. According to Iris Yipp at Magic Tree Bookstore in Oak Park, Illinois, if an author or illustrator has an activity that is appealing for young people beyond reading the book, that means a lot. Valerie Lewis from Hicklebee’s Children’s Books in San Jose, California said, often a workshop-style presentation is successful. For example, I’ve had illustrators come and lead collage workshops, another showed children how to make puppets. We put it under our “class” category and charge a fee that covers the cost of the book. Ellen Richmond of the Children’s Book Cellar in Waterville, Maine recommended doing something to generate excitement. Brian Lies was the perfect guest. He came with props, an activity, a painted car he parked outside the store. All I had to provide was the place and have the books in stock! Booksellers also advised preparing mailing lists to invite your family and friends and put the word out across your social and professional networks to help them drive traffic to the store. Ask the bookseller whether they would like you to provide them with a list, or if they’d prefer that you to do outreach directly.
Bring your own promotional material –bookmarks, posters, buttons and postcards were suggested by quite a few stores. Amy Baum at the Red Balloon Bookshop in St. Paul, Minnesota said, Educator guides are always a hot commodity…Anything that can be used in the classroom. Diane Van Tassell at Bay Books in San Ramon, CA shared that she finds little hand-outs are a good idea- chocolate, rulers, handcuffs; something that goes along with the book- of course, chocolate is always a favorite. There were also other items booksellers said stood out over the years:
-I once had an illustrator create a backdrop for our store window that worked beautifully with her book and others of that genre. That window stayed up in our store for a month…then it went on to another independent in another city. It was a brilliant thing to do! (Valerie Lewis)
-Sallie Wolf had the kids bring their favorite vehicles and she brought her own collection to share. She had already tried out her fun Traffic Jam style party so we really benefited. The kids had a super time playing and totally enjoyed her lively reading. She also had a cake made up in the shape of the truck (Iris Yipp)
-The absolute best, bar none, has been Brian Lies’ Bats at the Beach….It included many aspects, but from our standpoint, they had a complete program that they brought in, set up, ran, and picked up afterward….The program took beach themes and bat themes, and created a little setting within the bookstore (a beach umbrella and towels) in which there was a dramatic reading, followed by a craft, creating “bugs” out of marshmallows, gumdrops, toothpicks, etc….They did the same program in many venues, so their costs were modest, as were ours (Carol Chittenden, Eight Cousins Children’s Bookshop in
Falmouth, MA)
Authors and illustrators should also respect the bookseller’s opinion when they’re told an event or book is not of interest. It is hard to tell an aspiring or fledgling author no because you know the turnout wouldn’t be good…especially in a small town, says Vicki Worsham from Man in the Moon Children’s Bookshoppe in Monroe, GA. We know our business, and our market. If a book is one we think we can sell, of course we want to help promote it. If it’s not, then please respect our knowledge of what interests our customers, what we can afford to advertise, and the limits of our psychic and physical energy, agreed Carol Chittenden. Ellen Richmond advised authors and illustrators to, Make the offer, the pitch, and let me mull it over. If I don’t jump at the opportunity, don’t take it personally. I’m not only making a judgment on your book(s), I’m making a judgment on my customers and what will appeal to them.
Alison Morris says, The same is true when it comes to making the decision about whether or not to carry a book on consignment, by a self-published author or someone being published by a small press we don’t usually order from. A good buyer knows his or her market and knows what will or won’t work in it. If an author isn’t local or doesn’t have local friends and family who will come in to ask for their book AND we have to jump through hurdles to get it or return it to them if it doesn’t sell, etc., etc. it’s almost never worth the effort on our part to carry that title. There are simply too many other books competing with it for space on our shelves, and most of them have a better chance of selling, because they’re generally better-produced (meaning their cover art is more appealing, plot synopsis is well-written, etc.) and have been better-marketed. That having been said, if a self-published book wows me and I think our customers will gravitate to it, by all means I’ll go the distance to get it. The main thing to remember is that a buyer’s decision regarding your book isn’t personal — it’s business. We don’t buy books simply based on what we “like.” We buy books based on what will sell.
So what else can help? Those who do their homework not just about my store but about the area in general and who connect with our regional children’s bookseller’s group usually have the edge, concludes Luan Stauss of Laurel Book Store in Oakland, California.
5:6/08
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Think creatively about what would bring attention to your book and also be affordable to produce. Traditionally, bookmarks, postcards and posters have been among the most common items used to promote children’s and teen books because they’re inexpensive and work well as giveaways at conferences and for author appearances. But there are lots of other options, ranging in price from printed material such as trading cards, magnets and luggage tags to toys like flyers (similar to a Frisbee®) and stress balls to higher-end items like water bottles and tote bags.
If you’re looking for something to promote an individual book, you may want to keep the cost low and produce the minimum quantity the company offers. For an ongoing series, or to brand your name, you could produce a larger quantity, which would bring down the cost of a more expensive item. When picking, consider useful products such as luggage tags and notepads that have a better chance of getting kept. To create buzz, look for unusual or offbeat articles that people might show friends, or even trade –such as cards or buttons.
Consider your target audience and think about what could best represent your book. For example, masks or glow-in-the-dark stickers could be fun for a Halloween book, and temporary tattoos might appeal for a book for girls.
Another avenue to consider is online promotions that involve design or production and can be used in conjunction with websites or social networking sites, such as downloadable art or book trailers.
8:9/08
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