Vying for Attention
Children’s book publishers discuss the challenges of attracting readers and retailers in an increasingly competitive market.
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Missy Smith
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Publishers also are taking advantage of multiplatform or multidimensional publishing. Scholastic has launched interactive Web sites to extend the reading experience to a digital platform that interests its young readers. Earlier this year, the publisher launched the “Goosebumps HorrorLand” series by R.L. Stine, with a complementary Web site that features “HorrorLand”-related content and games. It also recently launched “The 39 Clues,” a 10-book, multiplatform program to be published over the next two years. Along with the first book, “The Maze of Bones,” written by Rick Riordan, the program includes hundreds of collectible cards and an online game (www.The39Clues.com), where kids can race to gather clues alongside the book’s characters.
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Missy Smith
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