The Children’s book industry is a highly competitive and profitable sector. In 2013 ‘Consumers spent £187.9 Million on books in first 8 months’ (Hughes, 2014), statistics such as these highlight how in an ever digitalizing realm of publishing, children’s books are still a driving force of book publication and sales. This blog aims to look at this idea of experience Vs content within the genre, how children are consuming information and how publishers are reflect this.
Experience
When discussing this topic with peers, those of us who had younger siblings and memories of reading as a child noticed that this form of reading was seen as an experience and an enjoyable past time. For example the idea of being read to; older siblings, parents or teachers reading to children whether this is at bedtime, in the bath, as a general distraction or in a school environment. Children see this past time as an opportunity to bond and build relationships, and with children’s books being so often well illustrated and full of bright colours this tangible content offers a unique selling point for publishers that consumers get engrossed within.
Children’s books with high level of illustration don’t always transfer well onto digital platforms, again enforcing this idea of the book as an experience, and driving sales in printed titles. Publishers are also able to produce content such as the ‘touch and feel’ and ‘pop up’ book range which specialise in producing interactive content for younger readers in a unique and engaging way, something almost impossible to replicate on digital platforms. With advances in digital platforms such as ebooks and YouTube channels children are offered an alternative digital interaction to the printed word, however are they still getting the same experience and enjoyment from these formats? studies suggest not, ‘The number of children who have read an e-book has almost doubled since 2010 but children still prefer reading books for fun in print’ (Williams, 2013).
Content
So what are the implications for the publisher? Print sales are declining across the board and it is predicted that e-editions will outsell print by 2018 (Sweney, 2014).Publishers are having to shift the focus onto content and how this is accessed. Successful children’s books such as the Gruffalo, sold more than 4 million copies (Rustin, 2014) and have been accompanied by well designed ebooks to attract and cater for the more digitally savvy. Publishers now have to produce their content with the view that it will be replicated and reproduced across a range of platforms and formats, therefore forcing publishers to rely on the content itself rather than relying on the tangible aspects so often associated with children’s books.
Are children’s publishers targeting a digitally native demographic? For most young children now they have been brought up in a digital age with instant access to almost anything in the world (Via the World Wide Web) and are digesting more information digitally than any generation before, will we evolve and adapt to new and innovative technologies thus leaving the world of print behind and book publishers along with it. I for one hope that children’s publishers, alongside continuing their development of digital products through platforms such as YouTube, do not forget the magical experience of sitting down with family, friends and loved ones to read a book, fold down the pages and admire the beautiful illustrations.
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References
Cocozza, P. (2014). Are iPads and tablets bad for young children?. [Online] the Guardian. Available at: http://www.theguardian.com/society/2014/jan/08/are-tablet-computers-bad-young-children [Accessed 25 Nov. 2014].
Hall, F. (2013). The business of digital publishing. London: Routledge.
Hughes, S. 2014. Children’s publishing in the digital age. U65025 Publishing in the Digital Age. (28th October, 2014). Oxford Brookes University.
Milliot, J. (2014). Children’s Books: A Shifting Market. [Online] PublishersWeekly.com. Available at: http://www.publishersweekly.com/pw/by-topic/childrens/childrens-industry-news/article/61167-children-s-books-a-shifting-market.html [Accessed 25 Nov. 2014].
PublishersWeekly.com, (2012). Children's, University Press, Audiobooks Rise in AAP Monthly Sales Report. [Online] Available at: http://www.publishersweekly.com/pw/by-topic/industry-news/financial-reporting/article/50457-children-s-university-press-audiobooks-rise-in-aap-monthly-sales-report.html [Accessed 25 Nov. 2014].
Rustin, S. (2009). Interview with Gruffalo author Julia Donaldson. [Online] the Guardian. Available at: http://www.theguardian.com/books/2009/dec/19/julia-donaldson-gruffalo-interview-review [Accessed 25 Nov. 2014].
Springen, K. (2010). The Digital Revolution in Children's Publishing. [Online] PublishersWeekly.com. Available at: http://www.publishersweekly.com/pw/by-topic/childrens/childrens-industry-news/article/43879-the-digital-revolution-in-children-s-publishing.html [Accessed 25 Nov. 2014].
Sweney, M. (2014). Ebooks on course to outsell printed editions in UK by 2018. [Online] the Guardian. Available at: http://www.theguardian.com/books/2014/jun/04/ebooks-outsell-printed-editions-books-2018 [Accessed 25 Nov. 2014].
Williams, C. (2013). Children still prefer reading physical books, finds Scholastic. [Online] Thebookseller.com. Available at: http://www.thebookseller.com/news/children-still-prefer-reading-physical-books-finds-scholastic [Accessed 25 Nov. 2014].
Experience
When discussing this topic with peers, those of us who had younger siblings and memories of reading as a child noticed that this form of reading was seen as an experience and an enjoyable past time. For example the idea of being read to; older siblings, parents or teachers reading to children whether this is at bedtime, in the bath, as a general distraction or in a school environment. Children see this past time as an opportunity to bond and build relationships, and with children’s books being so often well illustrated and full of bright colours this tangible content offers a unique selling point for publishers that consumers get engrossed within.
Children’s books with high level of illustration don’t always transfer well onto digital platforms, again enforcing this idea of the book as an experience, and driving sales in printed titles. Publishers are also able to produce content such as the ‘touch and feel’ and ‘pop up’ book range which specialise in producing interactive content for younger readers in a unique and engaging way, something almost impossible to replicate on digital platforms. With advances in digital platforms such as ebooks and YouTube channels children are offered an alternative digital interaction to the printed word, however are they still getting the same experience and enjoyment from these formats? studies suggest not, ‘The number of children who have read an e-book has almost doubled since 2010 but children still prefer reading books for fun in print’ (Williams, 2013).
Content
So what are the implications for the publisher? Print sales are declining across the board and it is predicted that e-editions will outsell print by 2018 (Sweney, 2014).Publishers are having to shift the focus onto content and how this is accessed. Successful children’s books such as the Gruffalo, sold more than 4 million copies (Rustin, 2014) and have been accompanied by well designed ebooks to attract and cater for the more digitally savvy. Publishers now have to produce their content with the view that it will be replicated and reproduced across a range of platforms and formats, therefore forcing publishers to rely on the content itself rather than relying on the tangible aspects so often associated with children’s books.
Are children’s publishers targeting a digitally native demographic? For most young children now they have been brought up in a digital age with instant access to almost anything in the world (Via the World Wide Web) and are digesting more information digitally than any generation before, will we evolve and adapt to new and innovative technologies thus leaving the world of print behind and book publishers along with it. I for one hope that children’s publishers, alongside continuing their development of digital products through platforms such as YouTube, do not forget the magical experience of sitting down with family, friends and loved ones to read a book, fold down the pages and admire the beautiful illustrations.
---559 words----
References
Cocozza, P. (2014). Are iPads and tablets bad for young children?. [Online] the Guardian. Available at: http://www.theguardian.com/society/2014/jan/08/are-tablet-computers-bad-young-children [Accessed 25 Nov. 2014].
Hall, F. (2013). The business of digital publishing. London: Routledge.
Hughes, S. 2014. Children’s publishing in the digital age. U65025 Publishing in the Digital Age. (28th October, 2014). Oxford Brookes University.
Milliot, J. (2014). Children’s Books: A Shifting Market. [Online] PublishersWeekly.com. Available at: http://www.publishersweekly.com/pw/by-topic/childrens/childrens-industry-news/article/61167-children-s-books-a-shifting-market.html [Accessed 25 Nov. 2014].
PublishersWeekly.com, (2012). Children's, University Press, Audiobooks Rise in AAP Monthly Sales Report. [Online] Available at: http://www.publishersweekly.com/pw/by-topic/industry-news/financial-reporting/article/50457-children-s-university-press-audiobooks-rise-in-aap-monthly-sales-report.html [Accessed 25 Nov. 2014].
Rustin, S. (2009). Interview with Gruffalo author Julia Donaldson. [Online] the Guardian. Available at: http://www.theguardian.com/books/2009/dec/19/julia-donaldson-gruffalo-interview-review [Accessed 25 Nov. 2014].
Springen, K. (2010). The Digital Revolution in Children's Publishing. [Online] PublishersWeekly.com. Available at: http://www.publishersweekly.com/pw/by-topic/childrens/childrens-industry-news/article/43879-the-digital-revolution-in-children-s-publishing.html [Accessed 25 Nov. 2014].
Sweney, M. (2014). Ebooks on course to outsell printed editions in UK by 2018. [Online] the Guardian. Available at: http://www.theguardian.com/books/2014/jun/04/ebooks-outsell-printed-editions-books-2018 [Accessed 25 Nov. 2014].
Williams, C. (2013). Children still prefer reading physical books, finds Scholastic. [Online] Thebookseller.com. Available at: http://www.thebookseller.com/news/children-still-prefer-reading-physical-books-finds-scholastic [Accessed 25 Nov. 2014].