Letter from London
By Julia Eccleshare, Children's Bookshelf -- Publishers Weekly, 12/20/2007
Staff Reductions at Kingfisher
Following its acquisition of Kingfisher in October, Macmillan Children’s Books has laid off one quarter of that company’s staff. Most of the cuts were in sales in marketing, though there were some in editorial and production as well, according to Macmillan managing director Emma Hopkin. The remaining staff of 35 will relocate to a Macmillan building in the new year. Hopkin confirmed that the Kingfisher imprint, which is keeping its own rights and co-edition team, would remain distinct and that publishing levels—around 100 titles a year—would be maintained.
“The fiction team will report to Rebecca McNally, and the nonfiction team continue to report to publisher, Melissa Fairley,” said Hopkin. Regarding the integration of the companies’ sales operations, Hopkin added, “The publishing will remain very market-driven, and input from all sales forces is paramount. Simon Boughton, who is heading up Kingfisher U.S., will be involved in all publishing decision-making.” Previously part of Houghton Mifflin, which managed it from the U.S., Kingfisher has an £11 million turnover.
Floyer to Retire from Penguin
 Sally Floyer. |
During Floyer’s tenure, she built up the Beatrix Potter brand from the original 23 titles to a global licensing business for Peter Rabbit and Friends, acquired Flower Fairies for Warne in 1989, and added Eric Hill’s Spot to the portfolio through the acquisition of the packager Ventura in 1991. Floyer also expanded the business into other media with the first-ever animation of Beatrix Potter’s Tales in 1991, which was followed by a new animation for Spot. Additional expansions included the integration of Ladybird with Warne in 2002 and a joint venture with BBC Worldwide for its children’s publishing in 2004.
“Our publishing and licensing businesses are both truly global, and one of the things I have loved is my collaboration with colleagues and partners in the U.S.,” Floyer says. “Over the years I have worked with fellow publishers, licensing agents and licensees in many different industries, people in film and animation and new technology, retailers, people in the theatre and art world, and many ordinary members of the great American public who like our books and products and contact me about them. I owe a big thank you to all of them, and most especially to my close colleagues at Penguin USA who have flown the flag tirelessly with me over the last 24 years!” Floyer was awarded an OBE for her services to publishing in 2005.
Looking for Age Guidance
Last week, Amanda Ross, the TV executive behind the hugely successful Richard & Judy Best Children’s Books program, joined a delegation of adult authors petitioning the Prime Minister about the importance of improving literacy standards in the U.K. and increasing children’s love of reading. This follows the announcement that 2008 will be a national Year of Reading, as well as the U.K.’s fall in the recent PIRLS report on reading. For the Richard & Judy program the books selected were divided into four categories: Early, (5+), Developing (7+), Confident (9+) and Fluent (11+), and the age grouping was seen as a powerful tool in the successful marketing of the titles promoted.
Ross’s campaign coincides with an announcement by the U.K. Publishers Association Children’s Book Group about a move towards the placing of age guidance on books in the future.
Age guidance on children’s books has long been a contentious issue in the U.K. children’s book market. The new move follows the findings of two recent research studies. One, taken among parents, showed that while they said they “really enjoyed buying books for children,” they “needed more guidance.” Given age recommendations on other children’s consumer goods, they couldn’t understand why children’s books do not carry this information. As a result, 86% of parents supported age guidance while only 8% opposed it and, when asked specifically if age guidance would encourage them to buy more books, 40% agreed that it would.
Adults in the survey were clear that they did not want age "bands," as the R&J show had provided, believing that might put some children off, but thought a simple 4+/ 5+ system would be helpful. A similar survey among children showed that children are less influenced by age guidance. Their choice of books is far more closely related to subject; typically boys would choose a football book whatever the age it was recommended for. Elaine McQuade, chair of the PA’s Children’s Book Group, and managing director of Scholastic U.K., said after considering the report, “Age guidance on books will never replace the handselling of children’s books, nor will it replace knowledgeable retailers. But the research says adults want more help so, as long as we can keep flexibility around it, we will be giving that help.”
