News

Children's publishers back call to sell more hardbacks

Children's publishers have backed a call made by Andersen Press m.d. Klaus Flugge to make more hardback picture books available in the high street. Writing to The Bookseller last month Flugge argued that a bigger high street presence would help boost hardback picture book sales.

Fiona Macmillan, colour publisher at Random House Children's Books, agreed. She said: "It's become progressively harder to place hardbacks in the trade but where they have been sold, we have been pleased with the results." Simon & Schuster publishes picture books simultaneously into hardback and paperback and its marketing director Elisa Offord said: "We would love to do more picture books in hardback if there were a market for them. People still think that a hardback picture book is a great gift and if there were more hardbacks in shops, they would probably sell more."

Hardback picture books can still sell well through independents said Walker Books publishing director Jane Winterbotham. Walker sales director Jane ­Harris put the UK print runs of key hardbacks at around 10,000.

The library market also remains strong for hardback picture books said Moira Arthur, former m.d. of Peters Bookselling Services. She added: "We can easily sell 1,000 hardback copies of a solid picture book." Hodder editorial director Anne McNeil said: "Attempting to crack [the picture book market] in one hit is not always successful, and a warm-up hardback gives us the chance to garner reviews and ammunition from readers before going out with the paperback."

Flugge's letter followed The Bookseller's preview of picture books, published 12th June, which highlighted only three hardbacks among the books published between July 2009 and June 2010. Previewer Kate Skipper, children’s 0–5 buyer at Waterstone’s, wrote that only three hardback picture book flats had sold more than 1,000 copies in the Total Consumer Market last December. She added: "Many publishers still do not seem to be tempering their hardback output in response to the decimation of trade sales. I was utterly flummoxed to receive significantly more hardback submissions for this feature than paperbacks, however, I have been necessarily draconian with my selection."

But Flugge countered: "To include only three hardbacks among the books published between July 2009 and June 2010 may be the policy of Waterstone's but, I dare say, does not present a true picture of the many important picture books that will be published during the next 12 months."

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classic case of publishers publshing hopefully, and ignoring what is actually happening on the shop floor.

My thoughts exactly... of course publishers are backing a product that retails at 2 to 3 times the price of a cheaper version.

And of course these books are "important".

They don't sell. Only sellers are new Julia Donaldson's hardbacks, and they only have a six-week key sales period. Wake up publishers! Elisa Offord was going well with 'if there were a market for them'. If her sentence had stopped there her comment would have been bang on. Kate Skipper may be unexpectedly verbose, but she's 'fundamentally correct with her pictorial narrative sales observation'.

Good to see publishers remain in touch with their customers in these price sensitive times...
They've been hearing this from many booksellers for years and years but still they insist blaming the decline on buyers refusing to take titles they know they can't sell. Anyone would think they actually liked the returns.....

Keep the hardbacks for reviewers, key independents in the right market, and libraries by all means but print a paperback at the same time!

As an independent bookseller I feel that there is a very strong market for quality well produced hardback children's picture books e.g. Mouk, Beverlie Manson's Fairies and Jackie Morris "Snow Leopard". Waterstone's stocking figures for these titles, in my opinion, reflects the mindset of Waterstone's buying departments rather than a potential customer market which corporate chains choose to ignore.

Clive, you're simply wrong. Chains don't choose to ignore markets - the market simply is not there, and most hardback picturebooks published are not in the least commercial - such as all the examples you give which are niche at best and wouldn't warrant the wide stocking the publishers in the article are pleading for. Wake up and quit with the ill-informed anti-corporate soundbites.

To suggest that the market does not exist shows the manner in which this trade is happy to tout dreck yet unprepared to make a concerted effort to market quality hardbacks. My shop is located in one of the smallest market towns in England ; many of my customers are sourced from the very towns 20 or more miles away where the chains are all dominant. My customers know that here, as with many other quality indies, they will see (and thankfully purchase) a broad selection of hardbacks that the chains choose to ignore. My shop has sold dozens of copies of two of the titles I mentioned, and I am well aware that other indies have experienced similar success. I might add that I stock approx 50 hardback children's picture books and approx 40 paperback titles : furthermore all these books are taken firm sale.

And well done to you Clive, but you're still the exception to the rule. Handselling niche books is a key part of what you're about. All the plus points you mention should be default in a good indie, and great to see you're thriving. Still does not prove there's a wide hardback picturebook market I'm afraid. Klaus et al would love to sell more I'm sure, but simply throwing stock into stores does not a market make. If you put the books you mentioned and are selling well yourself into chains they would not sell, and the cost of production and returns would cause those publishers involved to make a loss. Children's hardbacks, both picturebook and fiction, are overpublished and increasingly niche products outside of a select few authors who can stand. And most of them aren't commercial. Which often means 'not very good', in case that's unclear!

Blah blah blah Please cease your comments on a section of the publishing industry you clearly know nothing about, and keep your sweeping generalisations to yourself.

My shop is in a town that buys mainly on price - i have got a few hardbakc picturebooks, mostly they're remainders because i can price them at the same price as the paperbacks.
Customers in my town can't afford hardbacks generally.
I know that a lot of libraries don't like it when a paperback and hardback are published at the same time, but it's the best way forward to serve both shops and libraries at the same time.

I have nothing but respect for Klaus and have heard him declare on many occasions that the H/B picture book does not get a fair 'retail outing' in the UK. I also know having spent many years selling Walker H/B picture books to all and sundry from Mothercare/Woolworths to Hammicks (who could sell tons of the right H/B picture book in Harrogate..) and Independents....I also had the job of 'disposing discretely' of the H/B picture book overstocks that the mass retail market does not want to even try and sell. Does no one think it is odd how the school book market allowed Nick Ison @ Pandora Books to sell up and retire with a good cheque largely off overstocks and print run add ons? I also observe that perhaps the mass retail market does not want to sell anything that cannot be hyped/price promoted/Tied-in or generally taken a risk on....sad fact even after all purchased is still good for SOR! If Guess How Much I Love was to be published today in H/B as it was many years ago, I'd wager it would largely disappear without trace in the high street market. Customers WILL spend 10 quid on a picture hardback which is not seen as expensive as long as it's packaged right, they spend much more on other kids consumer items, many of which are a total indulgence.

I know there is a market for H/B picture books for the general public on the high street, I also accept that there is a bigger market for the same product in paperback. I still think that in many cases the hardback should be published AFTER the paperback as a collectors/special edition.

Yes publishers have tried to hype too many weak H/B picture books over the years and many have a print run of less than 2000 copies in the UK, but the real issue is that very few mass high street market retailers have ever done kids books justice. The best chain of recent times was Ottakars and then they were subsumed by the Waterstones monster before they went bust...and as they say the rest is history.

Now if you were to apply the same criticism to H/B fiction I'm amazed that anyone can still justify paying 12 quid+ for a black and white print job!!!!! Yet the punters lap up the right property....which to me is one the great publishing cons, but hey you gotta make money while the sun shines.

I also accept that Klaus who has many years of knowledge, will not be listened too by anyone in the mass retail market. That fact is a sad state of affairs......

Kate is completely correct, and is just reflecting what all large retailers see. Some HB picture books sell signficant amounts, the vast majority don't. Is it really so bad that this has been revealed? Nothing is being made-up, part of a buyer's role is to react to sales, and if things don't sell as well as other things, retailers won't buy as many next time round. It's not difficult.

I agree Knee-jerky Waterstones is a business whose overwhelming concern is with profit margins and Kate Skipper

I was a bookseller for eight years, in several parts of the country, and in all that time probably sold about four hardback picture books. I agree that in certain niche markets (i.e. Keeble-esque market towns) they might do OK, but in the big bad world of the high street normal kids book buyers (young parents etc.) just aren't willing to pay twice as much for what they perceive as almost exactly the same product. The kids themselves certainly don't notice the difference.

PBA, please demonstrate this huge market then if I'm so clearly clueless. I think my argument is valid and informed, and you have your head in the sand.

I've worked at Waterstones (feel free to boo and hiss) as a bookseller, not management, for many years now and all I can say is whenever I present a customer with a choice between hardback and paperback of the same picture book nine times out of ten they go for the paperback! This explains why chains don't stock so many of them. Case closed. Move on!

Its great to be in the minority on the comments section, especially on a topic close to my heart - giving youngsters a good start in picture and reading books. Mine is certainly not the only bookshop which proves that there is considerable potential investing time and capital in sourcing such quality hardback titles. A cursory glance at Waterstone's branch stocking figures for the likes of Runaway Dinner, Ghost Party, Lord of the Forest etc etc shows just what a different sales world awaits customers in most indies.

Yet another insightful article on the children

I suppose this is the attitude among most high street managers when it comes to children

classic case of publishers publshing hopefully, and ignoring what is actually happening on the shop floor.

My thoughts exactly... of course publishers are backing a product that retails at 2 to 3 times the price of a cheaper version.

And of course these books are "important".

They don't sell. Only sellers are new Julia Donaldson's hardbacks, and they only have a six-week key sales period. Wake up publishers! Elisa Offord was going well with 'if there were a market for them'. If her sentence had stopped there her comment would have been bang on. Kate Skipper may be unexpectedly verbose, but she's 'fundamentally correct with her pictorial narrative sales observation'.

Good to see publishers remain in touch with their customers in these price sensitive times...
They've been hearing this from many booksellers for years and years but still they insist blaming the decline on buyers refusing to take titles they know they can't sell. Anyone would think they actually liked the returns.....

Keep the hardbacks for reviewers, key independents in the right market, and libraries by all means but print a paperback at the same time!

As an independent bookseller I feel that there is a very strong market for quality well produced hardback children's picture books e.g. Mouk, Beverlie Manson's Fairies and Jackie Morris "Snow Leopard". Waterstone's stocking figures for these titles, in my opinion, reflects the mindset of Waterstone's buying departments rather than a potential customer market which corporate chains choose to ignore.

Clive, you're simply wrong. Chains don't choose to ignore markets - the market simply is not there, and most hardback picturebooks published are not in the least commercial - such as all the examples you give which are niche at best and wouldn't warrant the wide stocking the publishers in the article are pleading for. Wake up and quit with the ill-informed anti-corporate soundbites.

To suggest that the market does not exist shows the manner in which this trade is happy to tout dreck yet unprepared to make a concerted effort to market quality hardbacks. My shop is located in one of the smallest market towns in England ; many of my customers are sourced from the very towns 20 or more miles away where the chains are all dominant. My customers know that here, as with many other quality indies, they will see (and thankfully purchase) a broad selection of hardbacks that the chains choose to ignore. My shop has sold dozens of copies of two of the titles I mentioned, and I am well aware that other indies have experienced similar success. I might add that I stock approx 50 hardback children's picture books and approx 40 paperback titles : furthermore all these books are taken firm sale.

And well done to you Clive, but you're still the exception to the rule. Handselling niche books is a key part of what you're about. All the plus points you mention should be default in a good indie, and great to see you're thriving. Still does not prove there's a wide hardback picturebook market I'm afraid. Klaus et al would love to sell more I'm sure, but simply throwing stock into stores does not a market make. If you put the books you mentioned and are selling well yourself into chains they would not sell, and the cost of production and returns would cause those publishers involved to make a loss. Children's hardbacks, both picturebook and fiction, are overpublished and increasingly niche products outside of a select few authors who can stand. And most of them aren't commercial. Which often means 'not very good', in case that's unclear!

Blah blah blah Please cease your comments on a section of the publishing industry you clearly know nothing about, and keep your sweeping generalisations to yourself.

My shop is in a town that buys mainly on price - i have got a few hardbakc picturebooks, mostly they're remainders because i can price them at the same price as the paperbacks.
Customers in my town can't afford hardbacks generally.
I know that a lot of libraries don't like it when a paperback and hardback are published at the same time, but it's the best way forward to serve both shops and libraries at the same time.

I have nothing but respect for Klaus and have heard him declare on many occasions that the H/B picture book does not get a fair 'retail outing' in the UK. I also know having spent many years selling Walker H/B picture books to all and sundry from Mothercare/Woolworths to Hammicks (who could sell tons of the right H/B picture book in Harrogate..) and Independents....I also had the job of 'disposing discretely' of the H/B picture book overstocks that the mass retail market does not want to even try and sell. Does no one think it is odd how the school book market allowed Nick Ison @ Pandora Books to sell up and retire with a good cheque largely off overstocks and print run add ons? I also observe that perhaps the mass retail market does not want to sell anything that cannot be hyped/price promoted/Tied-in or generally taken a risk on....sad fact even after all purchased is still good for SOR! If Guess How Much I Love was to be published today in H/B as it was many years ago, I'd wager it would largely disappear without trace in the high street market. Customers WILL spend 10 quid on a picture hardback which is not seen as expensive as long as it's packaged right, they spend much more on other kids consumer items, many of which are a total indulgence.

I know there is a market for H/B picture books for the general public on the high street, I also accept that there is a bigger market for the same product in paperback. I still think that in many cases the hardback should be published AFTER the paperback as a collectors/special edition.

Yes publishers have tried to hype too many weak H/B picture books over the years and many have a print run of less than 2000 copies in the UK, but the real issue is that very few mass high street market retailers have ever done kids books justice. The best chain of recent times was Ottakars and then they were subsumed by the Waterstones monster before they went bust...and as they say the rest is history.

Now if you were to apply the same criticism to H/B fiction I'm amazed that anyone can still justify paying 12 quid+ for a black and white print job!!!!! Yet the punters lap up the right property....which to me is one the great publishing cons, but hey you gotta make money while the sun shines.

I also accept that Klaus who has many years of knowledge, will not be listened too by anyone in the mass retail market. That fact is a sad state of affairs......

Kate is completely correct, and is just reflecting what all large retailers see. Some HB picture books sell signficant amounts, the vast majority don't. Is it really so bad that this has been revealed? Nothing is being made-up, part of a buyer's role is to react to sales, and if things don't sell as well as other things, retailers won't buy as many next time round. It's not difficult.

I agree Knee-jerky Waterstones is a business whose overwhelming concern is with profit margins and Kate Skipper

I was a bookseller for eight years, in several parts of the country, and in all that time probably sold about four hardback picture books. I agree that in certain niche markets (i.e. Keeble-esque market towns) they might do OK, but in the big bad world of the high street normal kids book buyers (young parents etc.) just aren't willing to pay twice as much for what they perceive as almost exactly the same product. The kids themselves certainly don't notice the difference.

PBA, please demonstrate this huge market then if I'm so clearly clueless. I think my argument is valid and informed, and you have your head in the sand.

I've worked at Waterstones (feel free to boo and hiss) as a bookseller, not management, for many years now and all I can say is whenever I present a customer with a choice between hardback and paperback of the same picture book nine times out of ten they go for the paperback! This explains why chains don't stock so many of them. Case closed. Move on!

Its great to be in the minority on the comments section, especially on a topic close to my heart - giving youngsters a good start in picture and reading books. Mine is certainly not the only bookshop which proves that there is considerable potential investing time and capital in sourcing such quality hardback titles. A cursory glance at Waterstone's branch stocking figures for the likes of Runaway Dinner, Ghost Party, Lord of the Forest etc etc shows just what a different sales world awaits customers in most indies.

Yet another insightful article on the children

I suppose this is the attitude among most high street managers when it comes to children

I suppose this is the attitude among most high street managers when it comes to children

It takes a great deal of time, dedication and money to produce a picture book and the product isn

TT - Just because certain types of books sell in some countries doesn't mean they will sell here. I would have thought that was fairly self-evident.
Also, accusing retailers of lacking passion beacuse they don't stock HB picture books (but stock PB versions!) is nonsensical. In my experience retailers have repeatedly tried to promote HB picture books, but have generally seen poor sales. This is despite them being made very obviously available.

The books I refer to do sell very well here like many others but you would never see them promoted or displayed in the high street. The lack of passion is self-evident if you walk into any high street store that sells picture books.

TT, well done for pissing off every bookseller in the country who has poured their heart and soul into their (paperback) picturebook display. Knee-jerky, hurrah - glad someone on here has a clue!

I agree with David Livesley (and what David doesn't know about selling picture books isn't worth knowing) - there certainly is a market for hardbacks. And even if there were no market at all in the UK, publishers would continue to produce them, because the UK high street is not the be-all and end-all of hardback picture book sales. It's just rather disheartening when consumers all over Europe and further afield are happy to order hardbacks, while the chains here, who have so much power to shape our pub lists, are not.

Blah blah blah wasn

Do stop fighting everyone - its hard enough selling books as it is at the moment
But to anyone who says there is no passion for picture books on the high street - you're quite simply wrong. I work for W where picture books are always part of our offer -promoted and locally recommended. We have a monthly picture book club as well and can pick local recommends - occasionally these are hardbacks. But as a rule parents don't want to pay a hardback price. Sad but true. But that doesn't mean we don't love picture books and the work that authors/artists put into them.

Thank you BookPig it

What's the backstory? Are sales in a death spiral? In Spring 2008 we did a back of an envelope calculation that showed with increases in raw material and production costs and the fall in Sterling hardback flatback prices would need to be around

I will add a final comment:
1) Picture hardbacks are published for multiple international markets and the high street in the UK is I agree not the most effective in adding it's contribution to these sales.
2) If any chain decided to pick only four picture hardbacks year, yes only one a quarter.... and these could be ones that were published decades ago (Where the Wild Things Are for instance) and actually get them promoted in the front of store in piles and not just a discount sticker, with retail booksellers who were not afraid of the titles, as sadly many chain bookshop employees won't venture into the 'hell hole' kids section....they could sell in bucket loads. I am honest enough to say I detest young kids, well kids in general and will NEVER be a father...but I do own many kids picture books and have even bought the art work from some of them. I am not alone....but the high street market has let me as a customer slip away in the late 1990's.
3) Yes most focused kids book shoppers will willingly only buy a paperback and I totally agree with them...I wouldn't pay 10 quid for a standard tome in H/B that will be eaten/dropped in the bath/have pages pulled out of.....but
4) The hardback potential market is not being realised to the gift market/collector etc.

If 20 book stores in the UK sell 50 copies of a H/B picture book in 6 months, just over 2 copies a week, then that would account for 50% of the average H/B picture book UK print run.

How come Hammicks (yup I mention them again....) used to account for sales of over 55% on some Walker picture book lines?

Be brutal and do ignore 95% of what is published in picture hardback but I honestly believe that there are still enough punters who will spend 10/12 quid on a picture book as a gift.

My cry is be SELECTIVE....LESS IS MORE...all these pissed off book retail group employees need something to feel good about and Elmer is a very cute positive image to flog the arse out of! Beats Jeffrey Archer any day of the week!!!!!

The thing about all these comments, and a key difference between the independents and the chains, is that the independents have staff who know about the books, see the reps, unpack the books, and are therefore better able to sell them to customers. They simply know more about them. The staff also tend to be older, often with children themselves, and almost always better able to make a (valid) qualititive judgement about which books are better for which customers.

None of this is a criticism of chain booksellers - it's just that because of the pay, staffing structures, job descriptions, etc, it's simply (and I know it's a generalisation, but it's largely) true!

The other thing, is selling price. The chains, generally, rush to discount by up to half the cover price any book that they want to push. It's madness. And the effect of this is generally a short term sales hike for these titles - and the long term effect is the erosion of customers trust in the trade - and certainly an erosion of trust in the chains themselves. Why pay full price for something that the retailer cheerily discounts on publication?

Our customers are content to pay full price because they know that thy can trust our judgement about what is a good book for them.

So if the chains want to sell more hardback pictures books they really need to put pressure on the chains to pay their staff better, staff their shops adequately, and cut back on the discounting.

Or leave the hardbacks to us independents who can flog them happily, hand over fist because our customers trust us and we know what we're doing. And we make far more selling a hardback than we do a paperback!

I have come late to this debate and having read Kate Slipper's/Waterstones position on hardback picture booksI am very alarmed at their attitude to what is an integral part of our cultural life. When are they going to realise that if our industry had only been driven by the relentless search for sales and profit we would never have nurtured the array of talent which is celebrated here and around the world.So, because Watersones does not want to sell them their reviewer decides to deprive them of review space. It just beggers belief. It is not a case of their not selling but more a case of finding a will or a way. One such way is to hand sell but we all know about the high streets attitude to that.

Reading this has made me feel very depressed - my first picture book is due out in hardback soon... deep joy, thanks all!