Bookshelf spoke with British publisher David Bennett about the American launch of his new company early next year, following its successful startup in the U.K. in 2005.
You’re launching Boxer Books in the U.S. through Sterling Publishing, which is handling your sales and distribution. What’s the idea behind the new venture?
I created Boxer Books because I love the creative process of children's books. There are so many talented people on both sides of the Atlantic who have some wonderful book ideas in them—often illustrators who need an art director to help develop the concept. My background is as an art director, so it is very satisfying to me.
Boxer Books is a very young company but we have had great success with all our books in the U.S., with some great publishing partners. Anyone who knows me knows I have a real love of U.S. publishing and spend a great deal of time in America. However, packaging is an expensive and lengthy process. It costs a great deal to prepare for presentation, and [going] from initial presentation to signature of contract can take many months. In that time, it is difficult to finalize editorial for the book and plan for publication. As a publisher in the U.S. we can form a clear plan from day one for our publishing program and our authors and artists. In today's market, planning is essential.
What do you see as different about Boxer Books? Is it the content or the format?
Boxer Books concentrates on immediate visual appeal, strong concepts, entertaining texts combined with simple, clear design. No clutter.
The content of our books is aimed at the baby and toddler market. It is a growing market and I believe the design of our books stands out. We'll publish jacketed hardbacks to begin with, then, in many cases, follow up later with board books, many combined with a novelty. For example, No More Diapers for Ducky by Bernette Ford will launch as a hardback in spring, then we will follow with a board-book version with diaper material on the duck. Same wonderful text and images, smaller format but that something extra for the baby. Both Sterling Publishing and Boxer Books believe in the best possible trade quality at the best possible price.
How will your relationship with Sterling shape Boxer Books in the U.S.?
Sterling is an amazing company that takes sales and marketing as seriously as we take the creative process of our books. While Boxer Books remains totally independent as a company, it will be a partnership. Our combined enthusiasm, experience and knowledge of the product and market puts us in a very strong position for a new list. At the same time, we will continue to package with our existing partners on follow-up titles already published or in process.
How do you think the market is for this kind of book in the U.S., and will you be able to crack it with Boxer Books?
We started publishing in the U.K. this year, with five titles—all jacketed hardbacks. It is a fact that the market for jacketed hardbacks in the U.K. is very difficult, but we needed to show that we are serious about our books going to all sectors of the U.K. book trade, not just the fast-track sale areas. We printed very conservative numbers and made a big impact with great support and coverage from the press and trade. In 2006, our books will begin to appear in the U.K. in paperback, where we expect very strong sales.
All our books have sold to major, upscale U.S. trade partners, and two of them were auctioned. So clearly there is a market for Boxer Books in the U.S.
You're a man of many parts—author/illustrator Sam Williams, as well as a publisher. How do you manage these separate roles?
I have learned to be very disciplined with my time. It can be tricky wearing several hats—but I love all the hats! I try to plan way ahead and keep certain days for Boxer Books and other days for editorial and illustration. Of course, like all things in life, it can get a little stressful and one has to adapt sometimes to priorities. No matter what hat I have on, the people in this business are always fun and a sense of humor goes a long way!
You've been art director at Walker Books and ran your own company, David Bennett Books, in the past. What's your view on the future of the children's book market and the role of Boxer Books in it?
In terms of the future, I'm most certainly an optimist. The market has certainly changed a great deal over the years and so publishers, including me, have to change with it. I started out in the 1970s and while it is easy to remember the good old days, the market now is much more vibrant, exciting and open to everyone. I believe the U.S. and the U.K. have the most extraordinary creative talents in the world and the best the world has ever had. Just look at some of the amazing authors and artists working today. Look at the bookstores—they are now a place of leisure — for everyone!
That said, it's certainly harder now for little creative companies like Boxer Books to go it alone, but strong partnerships, such as ours with Sterling Publishing, allows both parties to focus on their strengths—and that approach makes business much more satisfying and presents great opportunities.
