The Changing World of  Children’s Books     Tools of Change Bologna        Dominique Raccah          March 24, 2013
What’s new in children’s books?   Asked editors, authors, booksellers,    librarians, developers, retailers…              ...
Total US Physical Book Market                           -9.27%         2011       2012                            Source: ...
US Physical Book: Adult Non-Fiction                               -12.97%            2011        2012                     ...
US Physical Book: Adult Fiction                                 -10.71%         2011         2012                         ...
What’s Selling in eBooks2011                2012
US Physical Book: Total Juvenile                                   -.66%          2011         2012                       ...
US Physical Book: Juvenile Fiction                                     -2.19%           2011         2012                 ...
{ fiction }
1. Lots and lots of series
2. Topics once reserved forYoung Adult fiction are now making their way “down      the food chain”
3. Graphic Novels and Manga    • BIG    • Now written at every      reading level
{ non-fiction }
“A growing interest in children’s illustrated     non-fiction.”
US Physical Book: Juvenile Non-Fiction                                   +5.47%             2011         2012   Source: Ni...
US: The Common Core      is coming!!
{ digital books }
“There is a content explosiongoing on. Reading is moving to  the screen … by the end of 2013, 65% of US children will have...
“Over the next few years,textbooks should be obsolete…    the United States has anopportunity to lead the world ineducatio...
What’s Selling in eBooks2011                2012
US librarians andeducators: The digital  book is coming!!
Barnes & Noble and Nook Kids are clear leader in children’s ebooks          • increase in digital sales in children’s publ...
In education, the leader is Apple…• More and more iPad 1-2-1 schools• The space is dominated by apps rather than books
Apple iBooks AuthorAdding more interactivity into ebooks
{ Where does a book end   and an app begin? }
Some of the big technology trendstaking place in US education:• 1-2-1 ipad vs byod (bring your own device)• Flipped classr...
“Great is the sheerexhilaration of falling in  love with a book.”           —Edward Nawotka        Publishing Perspectives
Personal choice  “children are driving the market bywhat they choose to read rather thanthe adults who purchase the books ...
Analytics, recommendations and choice
Localization and globalization
{ personalization }
“You’ve got to start with thecustomer experience and workback toward the technology —  not the other way around.”         ...
children’s early experiences with books  Can we make the warmth, the connection, the joy, the      bonding … better
Put Me In The Story   bestselling books  starring your child!
{ the app }
Put Me In The StoryStarted with an iPad app…
App is free and comes with a free book
Dedication page, creates special moment
A chance to make a wish every night …
Great early press …      ★ As seen in the New York Times:     Children’s Books Starring Your Own                  Children...
Great early press …      ★ “A wonderful tool to aid in the      development of your child’s language skills and      impro...
Great early press …          ★ Very young children will be       enthralled and delighted by this app       that allows yo...
Strong early user reviews for the app …     “One of the best apps for children       on the iPad! Beautiful art and     an...
Strong early user reviews for the app …      “My daughter and I have had so      much fun with this app already.    She lo...
Strong early user reviews for the app …    “My kids actually crave for more! It       works great and is on of the      co...
{ the website }
Beyond the app …PutMeInTheStory.com sells    printed personalizedversions of these bestselling           books
Creating books to cherish forever …
Incrediblyeasy user interface
We started with bestselling   books and authors!
And then, we added Elmo!   Thank you, Sesame Workshop!
Got great consumer response        immediately!
“I loved being able to add her pictureto the dedication page giving thebook an even more personal touch.Kinsley and I have...
Only 8 books…
…And Hundreds of users already!
Put Me In The StoryA personalization platform for      bestselling books,     authors and brands
“I am excited about Poppy the pig being a part of    the Put Me In The Story personalized platformbecause it’s such an inn...
“I am excited and proud to be a debut   author with Sourcebooks new e-    initiative that will offer kids andparents a new...
Put Me In The Story A chance for you to express   how you feel, using yourfavorite books and best-loved          characters
Why is Put Me in the Story News:•   APP and Print — Creates Experience, Sharing and Keepsake•   Bestselling Books — Belove...
Put Me In The StoryWhat’s different:• Collaboration – not every  personalization is the same  (not cookie cutter)• Creatin...
More beloved kidsbrands and authors     joiningPut Me In The Story      soon!!
Welcome to Put Me In The Story,      Berenstain Bears!
An invitation:What might WEcreate together?
Just at the beginningof what children’s books will become…
Creating A World   of Readers
Slides and notes @ TOC and  putmeinthestory.com blogEmail: dominique.raccah@sourcebooks.comTwitter: @draccahBologna: Hall ...
Bologna toc 2013 changing world of children's books final
Bologna toc 2013 changing world of children's books final
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Bologna toc 2013 changing world of children's books final

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The Changing World of Children's Books 2013 was a keynote given by Dominique Raccah at the Tools of Change Bologna 2013 Conference which took place at the Bologna Children's Book Fair #BCBF13

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  • Everyone had a bit of a different perspective. And then I asked the data
  • Very real decline in the overall size of the p-book market Not a complete representation since there are retailers missing here.
  • Three consistent comments …
  • Sometimes I think publishers will only take a chance on books that have at least one sequel in the works. Also thanks to our friend Harry Potter, tons of fantasy is still being published. And loads of dystopian fiction.
  • I think Hunger Games was the beginning of this trend
  • They have helped lots of struggling readers (especially boys) improve
  • Until recently, nonfiction was the poor relation of the industry. Now, with digital developments, nonfiction is being reinvented. With augmented reality and gaming, new dimensions are being brought to information books.”   I wholeheartedly agree with Lionel's point about illustrated nonfiction, especially in the US where the new Common Core standards require more nonfiction in schools. In fact, Common Core itself is expected to create a huge shift in the way librarians/schools acquire books for the classroom.
  • Bookshops haven't a clue where to put children's non fiction, unlike adult books, Nonfiction books have gotten more attention due to current research that boys often prefer nonfiction. A growing interest in children's illustrated nonfiction. Until recently, nonfiction was the poor relation of the industry. Now, with digital developments, nonfiction is being reinvented. With augmented reality and gaming, new dimensions are being brought to information books One publisher and a retailer told us, it was the SINGLE largest growing segment of the business.
  • I wholeheartedly agree with Lionel's point about illustrated nonfiction, especially in the US where the new Common Core standards require more nonfiction in schools. In fact, Common Core itself is expected to create a huge shift in the way librarians/schools acquire books for the classroom.
  • Think Rubin probably meant readers and tablets and ipod touches and laptops…all screens.
  • When you talk to librarians and educators, what they tell you is…From textbook adoptions which will save districts thousands of dollars to the newest fiction titles - that is the future. In fact I can't even get some newer titles in print form.
  • Barnes and Noble + Nook kids clear leader in children’s ebooks Experiencing “increase in digital sales in children’s publishing all the way across the board” “ In picture book sales we’re the only game in town.” (from What Makes Children’s Books Great conference; June, 2012) Obviously, part of what’s true here is the conversion of picutre books to apps, which is the other part of the space and dominated by…
  • Obviously, part of what’s true here is the conversion of picutre books to apps, which is the other part of the space and dominated by…
  • Obviously, part of what’s true here is the conversion of picutre books to apps, which is the other part of the space and dominated by…
  • And what are the implications of that boundary?
  • Really beginning to take off. Really started in apps. We’re seeing a worldwide children’s book market develping in front of our eyes
  • Means a lot of different things. I’m going to now give you an update on the work we’ve been doing.
  • Here’s one of our users. Bedtime reading, it’s always been an important moment for parents and grandparents. It can be that magic, silent moment when you and your child really connect with a book. We believe it can help foster a lifelong love of reading and build a stronger relationship between parent and child, just like books have always done. And what we’ve been working on is exactly that…can we create
  • Launched late Nov 2012
  • Today, we’re introducing new ways of actually connecting you and the book more intimately…putting YOUr child into a story. Put me in the story: This is something new… an innovative new personalized children’s book platform that creates personalized books with the child’s name throughout each bestselling story. You can customize a digital book using your child’s name and picture. Let me show you how this works Play video here  
  • Not surprising, this is a captivating and magical experience for any child and an amazing experience for parents. And that’s exactly why We built Put Me In The Story to create greater bonding through and with books, and to change how kids grow with books.  We categorized the app in education because we think that it could well have real education outcomes. The goal is to engage kids more deeply with stories that include them as a phase towards being more deeply engaged with books of all kind. By the way, The app is free and comes with a free book. I'd love to hear what your experience is.   
  • Launched a few weeks later – in December.
  • This is coming out of book publishing.
  • launched late 2012 (week before Thanksgiving)
  • Elmo launched on his birthday – Feb 3 rd – he was 3 ½ again!
  • We now have pages of testimonials
  • Here’s what I think we can create. Books that really matter children’s and adult personalized books platform
  • I don’t know if you know that Kristi has a literacy foundation called Always Dream Foundation… she’s an incredilbe role model for that…
  • Think of this as …supported self-expression. These are books that really matter to people.
  • This is coming out of book publishing.
  • But that’s actually not all that’s different.
  • There’s a detailed roadmap
  • Berenstein Bears concluded. Should be announced in the next few weeks. Hello Kitty at contract. Nickelodeon in process. Expect 6 brands from there. Hasbro now under discussion (lots of big brands there though we have to be very careful to not over mass market the brand). Sesame Workshop is very happy with what we've done with our first title Elmo Loves You. (They gave me the photo attached, which we obviously share with all the hardworking folks on your team!!). They've offered us two new sets of books which we are now evaluating. You should expect this relationship to grow. 
  • All of us, together, are creating a completely new future for the book, for authors, for readers. It’s really time for us to break some of the boundaries that separate us and try to grow some of these new ideas. I hope we’ll have a chance to work together. Thank you.
  • As you can see today, we're at the very beginning of what the book can become.   Our first experiences of books come from children’s books and textbooks, but our children will have new and different experiences with books. For them books will be interactive - Content itself will be touchable, social, experiential, smart and deeply personal.   Books will become not more mechanical, cold, impersonal but just the opposite. Books will talk to you and help you. Books will be connected and connecting, becoming something quite new that we’re just beginning to understand.
  • We’re at the transformation of the book .it’s happening faster than we ever imagined. What we do, what we choose has never been more important. I look forward to what we will all create together.
  • Transcript of "Bologna toc 2013 changing world of children's books final"

    1. 1. The Changing World of Children’s Books Tools of Change Bologna Dominique Raccah March 24, 2013
    2. 2. What’s new in children’s books? Asked editors, authors, booksellers, librarians, developers, retailers… and data
    3. 3. Total US Physical Book Market -9.27% 2011 2012 Source: Nielsen Bookscan
    4. 4. US Physical Book: Adult Non-Fiction -12.97% 2011 2012 Source: Nielsen Bookscan
    5. 5. US Physical Book: Adult Fiction -10.71% 2011 2012 Source: Nielsen Bookscan
    6. 6. What’s Selling in eBooks2011 2012
    7. 7. US Physical Book: Total Juvenile -.66% 2011 2012 Source: Nielsen Bookscan
    8. 8. US Physical Book: Juvenile Fiction -2.19% 2011 2012 Source: Nielsen Bookscan
    9. 9. { fiction }
    10. 10. 1. Lots and lots of series
    11. 11. 2. Topics once reserved forYoung Adult fiction are now making their way “down the food chain”
    12. 12. 3. Graphic Novels and Manga • BIG • Now written at every reading level
    13. 13. { non-fiction }
    14. 14. “A growing interest in children’s illustrated non-fiction.”
    15. 15. US Physical Book: Juvenile Non-Fiction +5.47% 2011 2012 Source: Nielsen Bookscan
    16. 16. US: The Common Core is coming!!
    17. 17. { digital books }
    18. 18. “There is a content explosiongoing on. Reading is moving to the screen … by the end of 2013, 65% of US children will have access to an e-reader.” —Rubin Pfeffer East West Literary Agency
    19. 19. “Over the next few years,textbooks should be obsolete… the United States has anopportunity to lead the world ineducation by moving from print to digital as fast as we can.”—US Secretary of Education Arne Duncan November, 2012
    20. 20. What’s Selling in eBooks2011 2012
    21. 21. US librarians andeducators: The digital book is coming!!
    22. 22. Barnes & Noble and Nook Kids are clear leader in children’s ebooks • increase in digital sales in children’s publishing all the way across the board • “In picture book sales we’re the only game in town.”
    23. 23. In education, the leader is Apple…• More and more iPad 1-2-1 schools• The space is dominated by apps rather than books
    24. 24. Apple iBooks AuthorAdding more interactivity into ebooks
    25. 25. { Where does a book end and an app begin? }
    26. 26. Some of the big technology trendstaking place in US education:• 1-2-1 ipad vs byod (bring your own device)• Flipped classrooms• Personalization• Gamification• Social learning• Open ecosystems; distributed repositories, cloud based learning resources• Student data; data dashboards; outcomes reporting
    27. 27. “Great is the sheerexhilaration of falling in love with a book.” —Edward Nawotka Publishing Perspectives
    28. 28. Personal choice “children are driving the market bywhat they choose to read rather thanthe adults who purchase the books on their behalf.”
    29. 29. Analytics, recommendations and choice
    30. 30. Localization and globalization
    31. 31. { personalization }
    32. 32. “You’ve got to start with thecustomer experience and workback toward the technology — not the other way around.” —Steve Jobs May 1997
    33. 33. children’s early experiences with books Can we make the warmth, the connection, the joy, the bonding … better
    34. 34. Put Me In The Story bestselling books starring your child!
    35. 35. { the app }
    36. 36. Put Me In The StoryStarted with an iPad app…
    37. 37. App is free and comes with a free book
    38. 38. Dedication page, creates special moment
    39. 39. A chance to make a wish every night …
    40. 40. Great early press … ★ As seen in the New York Times: Children’s Books Starring Your Own Children ★ “‘Put me in the story, Mom!’ Now you really can.”—The Christian Science Monitor
    41. 41. Great early press … ★ “A wonderful tool to aid in the development of your child’s language skills and improves attention span through interactive reading.” – AppDiction ★ “I had to wrestle my iPad away from the girls” – Barbara Vey, Publishers Weekly, Beyond Her Book
    42. 42. Great early press … ★ Very young children will be enthralled and delighted by this app that allows you to quickly and easily personalize specific picture books so your child is included in the story.” – The Literary Platform
    43. 43. Strong early user reviews for the app … “One of the best apps for children on the iPad! Beautiful art and animations, enjoyable story and a delightful Put Me In The Story mode. Very much recommended!”
    44. 44. Strong early user reviews for the app … “My daughter and I have had so much fun with this app already. She loves Dream Big Little Pig and it was so fun for her to be in the story. We read The Night Night Book every night. What a great idea!”
    45. 45. Strong early user reviews for the app … “My kids actually crave for more! It works great and is on of the coolest storybook apps I have found for the iPad.”
    46. 46. { the website }
    47. 47. Beyond the app …PutMeInTheStory.com sells printed personalizedversions of these bestselling books
    48. 48. Creating books to cherish forever …
    49. 49. Incrediblyeasy user interface
    50. 50. We started with bestselling books and authors!
    51. 51. And then, we added Elmo! Thank you, Sesame Workshop!
    52. 52. Got great consumer response immediately!
    53. 53. “I loved being able to add her pictureto the dedication page giving thebook an even more personal touch.Kinsley and I have sworn to be bestfriends forever so when she saw thispage, she was awed because not onlydid the book have her name in it butalso one of our favorite things to sayto each other, ‘You are my best friend.’Kinsley loves reading this book over and over. It feelspersonal to her, like I am not just reading a book but sayingeach word to her specifically. The book was so easy tocustomize and shipping was much faster than I expected. Itwas a huge hit with my baby girl!” —Melanie
    54. 54. Only 8 books…
    55. 55. …And Hundreds of users already!
    56. 56. Put Me In The StoryA personalization platform for bestselling books, authors and brands
    57. 57. “I am excited about Poppy the pig being a part of the Put Me In The Story personalized platformbecause it’s such an innovative and creative way to really engage a child’s imagination within a book. There’s no better way, in my eyes, for a child to Yamaguchi slideconnect with a story than when they are the star of it! So just like Poppy, I can see how Put Me In The Story will encourage kids to Dream Big!” ̶ Kristi Yamaguchi, March 2013
    58. 58. “I am excited and proud to be a debut author with Sourcebooks new e- initiative that will offer kids andparents a new way to connect with a love of reading!” ̶ Marianne Richmond, Nov 2012
    59. 59. Put Me In The Story A chance for you to express how you feel, using yourfavorite books and best-loved characters
    60. 60. Why is Put Me in the Story News:• APP and Print — Creates Experience, Sharing and Keepsake• Bestselling Books — Beloved Stories and Characters• Organized Platform for Bestselling Brands and Authors (curated)• Perfect Gift Platform — Gifts are estimated at 50% of books sold• Beyond Children’s Books
    61. 61. Put Me In The StoryWhat’s different:• Collaboration – not every personalization is the same (not cookie cutter)• Creating a virtuous circle that impacts all 3 parts of the relationship: adult, child and the book• Building a first love of reading• Building a bridge to what to read next• GREAT user interfaceI!!• Creating our own IP
    62. 62. More beloved kidsbrands and authors joiningPut Me In The Story soon!!
    63. 63. Welcome to Put Me In The Story, Berenstain Bears!
    64. 64. An invitation:What might WEcreate together?
    65. 65. Just at the beginningof what children’s books will become…
    66. 66. Creating A World of Readers
    67. 67. Slides and notes @ TOC and putmeinthestory.com blogEmail: dominique.raccah@sourcebooks.comTwitter: @draccahBologna: Hall 25 Booth A113

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