Children's Publishing:
Trends and Challenges
by Mary Quattlebaum, Washington, D.C.
What's happened in children's publishing since literacy advocate Eileen Hanning (WNBA/Washington) explored this topic for The Bookwoman last winter? From best-selling boy wizards to "branding," three children's book professionals share their perceptions.
Magic Wands and Wily Orphans
"Reading seems to be more of an `in' thing," said Carol Chittendon, owner of Eight Cousins in Falmouth, Massachusetts. In her 17 years at the Cape Cod independent, winner of WNBA's 2002 Pannell Award for Children's Specialty Store, Carol has certainly seen her share of trends. "The Harry Potter craze is different," she commented. "People always come in looking for good stories, but with Harry Potter, we see more adults reading the novels aloud to their children as well as children reading the books to themselves."
Carol identified Lemony Snicket's best-selling novels as providing "tang" to the children's book world. "Adults can be too nervous about choosing books for kids. Is it too scary? Is it too sad? Lemony Snicket's darkly humorous [tales of besieged orphans] show how much kids love adventure."
Jennifer Wingertzahn, editor at Clarion/Houghton Mifflin, agreed. She noted that Snicket fans are "looking for books that are original and clever, and that's helping to create a higher standard for the whole industry." She also credited the Harry Potter series with a resurgence of interest in fantasy, with more such books being published and read. "Harry Potter has proven that fantasy can be as accessible and popular as any other genre."
While acknowledging the boy wizard's power, Virginia writer and WNBA/Washington, D.C., member Bebe Faas Rice didn't see the phenomenon directly affecting her work. This author of 19 middle-grade and teen novels has always found inspiration in the fantastic. Ghosts and paranormal activity usually infuse her supernatural tales, some of which have been Edgar nominees.
After 9/11
Did the terrorist attacks on the World Trade Center and Pentagon influence books published and sold this year? Carol noticed no change in the types of books purchased in her popular bookstore. Jennifer commented on the number of books published to commemorate the anniversary of the tragedy and noted the overarching power of books: "Whether specifically about September 11 or not, books are a wonderful way to help children make sense of tragedy and aid in the healing process."
Bebe identified some potential long-term effects of the terrorist attacks on children's literature. As the wife of a career Marine officer, she has lived all over the world-and "seen how generations of children in [other countries] have been forced to live with and witness invaders and battles and death on a grand scale." A year after the attacks on American soil, Bebe believes youngsters in this country are wrestling with fears generated by the attacks and the possibility of war with Iraq. "Naturally, [this] will affect children's literature, as books must deal with the insecurity that contemporary American children are facing," she said.
Trends, Trends, Trends
Trends come and go, but "children love a good read," said Bebe. "They love to escape into another life, another time." This, she believes, is the enduring power of story. Jennifer asserted that "well-written, original, emotionally satisfying books such as Holes, The Giver, and Bud, Not Buddy" are destined to be future classics.
Carol mentioned several current trends that distress fellow booksellers. The increase in children's books by celebrities and in "branding" (marketing emphasis on name recognition of an author and/or character) can prove problematic as these books too often stint story while garnering hype. These bugaboos have long plagued the adult book world, but they're starting to trickle into children's publishing, noted Carol.
"There's also a tendency to take a successful picture book and shrink it into a board book, which doesn't always work for the younger child or adequately recreate the power of the original," said Carol. She lamented the "mining of classics like the Narnia and Little House on the Prairie series, [the] exploitation of these originals" by publishing them in many different forms and for different age categories. Yes, these books make money, but quality can be sacrificed-a big concern for Carol and her bookselling colleagues.
Challenges
What challenges will children's publishing face in the future? Carol hopes for a recognition of the impact of children's books, apart from sales. "Books can be enormously influential, even without selling out a small print run of 5,000 or 12,000, because so many are bought by schools or public libraries," she said. "In this way, one book might be sold-but it could reach many children." Jennifer sees the biggest challenge as "publishing a book that can not only stand out in today's very crowded children's book marketplace, but that can also compete with the many other demands on a child's time." Bebe recognizes an increasing need for books that "reflect the language and cultural experiences of the many minority groups in the United States."
All three expressed great satisfaction with their different work in the field of children's literature. Jennifer summed up the feeling: "I believe [children's] books have the greatest possible effect on [their] readers and can literally open new worlds for them. The books you read as a child are what help to mold you into the person you're going to be as an adult."
In the Next Issue
President's Message 1
Children's Publishing: Trends and Challenges 1
WNBA Attends 55th Annual DPI/NGO Conference 1
WNBA Member Books 2
Member Profile: Michele "Mike" Leber, Washington, D.C. 4
Book Reviews 5
2002 WNBA/Eastman Award Grant 5
Advertising Opportunities 8
Corresponding Members 9
WNBA Award 9
Board of Directors 10
Sustaining Members 10