to stimulate the interest in books and book-ownership stichting cpnb
TRANSCRIPT
to stimulate the interest in books
and book-ownership
Stichting CPNB
10 days in March
Participation Bookshops 90% Libraries 85 %
Bookweek
Every Dutchman should know:
• books are interesting, fun
• there is a book for everyone
• there are excellent bookshops
• public libraries are part of the social infrastructure
Bookweek
Marketing Operation
Combination of Culture and Commercial
Bookweek
Bookweek Gift
Central theme
Bookweek
Central Theme:
•media hook•uniform shop presentation•focus on backlist
Bookweek
Poetry
Dutch Landscape
Religion
Family
The (old) classics
Multicultural writing
Love
Death
La France
Bookweek – themes
BookweekGift
A new novel, especially written for the Bookweek.
Free Gift by buying another book.
Bookweek
BookweekGift
Buy a book of at least € 11.50 and get the new novel of a
well-known Dutch author. FREE.
Bookweek
BookweekGift:
•Bookshops order at CPNB(5 months before Bookweek)
•Total of orders is printrun(CPNB has no risk)
•Cost price extreme low(Printing, distribution, small royalty fee)
Bookweek
Printrun BookweekGift
1984: 383.000 copies
1994: 567.000 copies (+ 48%)
2004: 765.000 copies (+ 99%)
Bookweek
1.200 bookshops join Bookweek (inclusive the big chains)
(900 libraries)
765.000 BookweekGifts
Bookweek
One BookweekGift - One costumer
1 of every 8 households visit a bookshop during Bookweek
Chains and publishers present titles in brochures and advertising
Bookweek
Free publicity is the name of the game
Free publicity: art news(literature-specials) AND general news (human interest)
Bookweek
Book ball
Bookweek
Attention of General press means:
book is part of life
Bookweek
Results:
Last ten years annual sales of literature went up with 22%
(Last twenty years the market share of bookshops went up from 55 to 65 %)
Bookweek
Book week (since 1932)
Children’s Book week (since 1955)
June – Month of Crime Books (since 1989)
Weeks of Travel Books (since 2001)
Four important campaigns
Children’s Jury (6-12 years)
Youth campaign (12-15 years)
Prize awarded by the Public / Election of the Book of the Year
Campaign Books as a Gift
(Mothers’ day, Fathers’ day, Christmas)
Book tokens
National Pre School Reading Days (0-6 years)
Read Aloud Competition (9-12 years)
Books as a gift
Many activities
10 days in October
Participation:
Children’s Bookweek
• Schools 90%• Libraries 90%• Bookshops 75%
•Central theme
•Educational kit (13.000/90% of schools)
•Catalogue/Magazine (275.000 copies)
•Free (sponsored) newspaper for every child (1.1 million
copies)
•Small picture book (for sale € 2,50) 110.000 copies
•BookweekGift (365.000 copies)
Children’s Bookweek
Central themes:
Children’s Bookweek
• boats• forest• music
Printrun Children’s BookweekGift
(1988: 97.500)
1989: 156.000
1998: 293.000
2003: 365.000
2004: 384.000
Children 6 – 12 years: 1.2 million:
One of every three children buys a book
Children’s Bookweek
Results:
The genre Childrenbooks was the fast growing segment
between 1990 and 2000:
The sales doubled (in the Pre Potter Period)
Children’s Bookweek
2004: New campaign
for children 0-6 years old
Pre School
1/3 reads more than 6 books a year
1/3 reads a few books
1/3 does not like to read a book
Reader survey
1/3 reads a few books: what do they read?
age group: crime books
men/women: crime books
education: crime books
Reader survey
Popular Mass Media
Bestseller author for the Gift book:
June – Month of Crime Books
• Stephen King
• Elizabeth George
• Henning Mankell
•Salman Rushdie
Print run gift book:
(1989: 50.000)
(1994: 47.000)
1995: 323.000
2000: 395.000
2004: 435.000 copies
June – Month of Crime Books
Results:
Between 1990 and 2002 sale in this segment went up with
94% (turnover).
(In copies 52%).
June – Month of Crime Books
Publishers Association
Booksellers Association
Public libraries Association (since 2001) +
How are we organized
Collective Propaganda
Board of the CPNB (2 booksellers, 2 publishers, 2 librarians)
Management CPNB
How are we organized
1. Management CPNB makes the annual financial plan.
2. Board CPNB has 5 meetings a year. Takes long-
term-decisions.
3. Management is 100% responsible for the quality of
every campaign
How are we organized
Bookselling is a profession
Publishing is a profession
Librarian is a profession
Marketing and communication is a profession
How are we organized
Talking about money
• Booksellers annual € 375.000,-
Talking about money
• Booksellers annual
• Publishers annual
€ 375.000,-
€ 375.000,-
€ 750.000,- (+ 100%)
Talking about money• Booksellers annual
• Publishers annual
€ 375.000,-
€ 375.000,-€ 750.000,- (+ 100%)
• Public libraries annual fee € 375.000,-
€ 1.125.000,- (+ 200%)
• Sponsors (average) € 700.000,-
• Guaranteed Annual budget € 1.825.000,- (+ 387%)
Booksellers total
Talking about money
Booksellers annual fee
Promotional material
Free Gift books (Bookweek, Travel
Books, Crime Books, Children’s books)
(Commercial products
€ 375.000,-
€ 250.000,-
€ 975.000,-
€ 1.600.000,-
€ 370.000,-)
Talking about money
• Publishers annual fee
• Advertising in CPNB-magazines
€ 375.000,-
€ 380.000,-
€ 40.000,-
€ 140.000,-
• Bookball
•Expositions
€ 935.000,-
Publishers total
Talking about money• Booksellers total
• Publishers total
• Libraries (375 + 170)
• Sponsoring + subs.
• Funds booktrade
• Divers
• Income 2003
€ 1.970.000,-
€ 935.000,-
€ 545.000,-
€ 685.000,-
€ 590.000,-
€ 450.000,-
€ 5.175.000,-
(average: € 700.000,-)
•City of Zaandam
•Coca Cola
•NS Railways
•Pickwick Tea
•Post
•Venz chocolats
Sponsoring
1. CPNB-campaigns put the spotlight on the cultural
(literature) and social (children’s books) aspects of the
book.
2. Professional book-campaigns are interesting for other
marketing-orientated companies
Sponsoring
1 sold children’s book vs 12 children’s books lend in public libraries
1 sold adult book vs 4 books lend in public libraries
CPNB and the libraries
What is easier:
Trying to sell a book to a reader
or
Trying to sell a book to a non-reader
CPNB and the libraries
Working together with libraries is like fishing
in a pond of a fish-farm
CPNB and the libraries
June-Month of Crime Books 2004:
CPNB and the libraries
Anthology with• a chapter of 13 crime books• a quiz: what is the scene of the crime• 13 discount vouchers
Free for members
In bookshop a poster showing
the 13 titles, all good examples of the central theme:
tracing the thriller
Subheading: we accept the discount vouchers of the library.
CPNB and the libraries
More promotion
Better promotion
Lower costs
Collective propaganda
Booksellers decide which campaign they want to join.
And to which extend.
In time and in budget.
Collective propaganda a la CPNB
Readers are human beings.
Changing the behaviour of people takes time.
So be patient
Never forget
THE END