Vying for Attention
HarperCollins Children’s Books also incorporates the Web into its offerings for children. “The impact of digital technology is changing absolutely everything we do, from how we create our content, which is now all digital, to how we reach our customers, which includes electronic newsletters, podcasts, blogs, Web-based contests, electronic fan-lit writing, digital audio and radio, e-books, electronic picture books—the list goes on and on,” explains Susan Katz, president and publisher. “We are now planning titles for the teen and tween audience ([for example,] “Mackenzie Blue” and “The Amanda Project”) where there is both a print [book] and a Web site with material that introduces, supports and enhances the world that is created in the book.”