Children’s Book Publishers Think ‘Outside the Book’
Tactics that reach adults—multimedia promotions and reader interaction—sell kids’ books too.
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Once you reach them, however, it can’t hurt to be as multidimensional as possible. Jason Wells, publicity and marketing director for New York-based Harry N. Abrams Inc., says kids are looking for books that are not just self-contained but also have supplementary aspects to them. “We publish three series that have interactive elements unique to that series,” he says. “We have books like ‘ttyl’ [Talk To You Later] about instant messages—how could you not have an Internet initiative to go along with it? It may seem counterintuitive to put an instant message into a novel, but it builds a new generation of reader. Look at ways kids express themselves these days. If you don’t include the Internet, you’re not relating to them.”
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Eric Butterman
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