Brand Awareness: Penguin Classics
Do you think readers care about who publishes a book?
Rotor: I can only speak for Penguin, and the feedback we've received from readers, that Penguin has been a publisher of choice through their lives, because so many important books that mark milestones or epiphanies or memorable scenes of their reading life have been Penguin books. Much of this begins with their reading the classics as students and then continues on.
How do you plan to move forward as you build and grow Penguin Classics in terms of the brand as a whole?
Rotor: I always think of Penguin Classics as a culture, not just a book series, because it has grown organically in this way primarily because of the life around the books that are read, shared, taught and studied. So there are a number of projects we are working on that keep Penguin Classics moving forward, timeless yet trend-setting.
We are launching as an extension of the series a curated selection of lifestyle goods, starting with Civic Classics T-shirts, inspired by our Penguin Civic Classics series edited by Richard Beeman and featuring the striking cover art by Gregg Kulick. We will follow up later in the year with shirts, tote bags, etc., featuring the designs from our award-winning Penguin Classics Deluxe Editions with graphic and comic cover art by notable illustrators.
On the digital side, we have just launched John Steinbeck’s Of Mice and Men as a deluxe teacher's edition ebook, featuring specially commissioned video clips of students discussing key themes from the work. We plan to build a program of Penguin Classics-hosted events to bring our readers together. And I'm sure there’s more in store.
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