The Bookseller.com

2nd December 2008

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DK urges retailers to reap crossover benefits

13.06.08

Retailers are missing out on potential crossover sales for lead non-fiction titles by stocking them exclusively in their children’s sections, according to Hermione Ireland, Dorling Kindersley marketing and publicity director.

“At least two of the non-fiction titles we are launching this autumn will be attractive to adult buyers but, unless books are positioned front of store, adult consumers won’t see them as they are only stocked in the children’s sections,” she said. “Booksellers need to work harder to benefit from the crossover appeal of children’s non-fiction.”

DK’s Christmas non-fiction lead title two years ago, Pick Me Up, was featured in adult press including men’s magazines. This autumn, DK will publish the follow-up, Take Me Back, a reference book for teenagers that is also expected to appeal to adults. Each spread in the book covers a different period in history.

Another title that is expected to have crossover appeal is Cool Stuff Exploded, with photographic spreads showing what gadgets are made of. The PR and marketing campaigns for both titles will target adult and men’s press, as well as younger readers. The campaign for Take Me Back will also include advertising in the Sunday Times Culture section, while there will be an online campaign for Cool Stuff Exploded, with bloggers and key gadget websites targeting dads. 

Childrens Dorling Kindersley Hermione Ireland