Do Judge a Book by Its Cover

“The cliché is not to judge a book by its cover, but in today’s market, the cover is the first most important step, coupled with a timeless story to create a best seller.” — Dee Ann Grand, Tommy Nelson

As holiday season 2006 nears, book publishers attempt to bring new products to market that will catch young readers’ eyes. While no one has the recipe for “instant classic,” many have managed to stay profitable by producing everything from trend-setting hits to useful, educational materials that delight and teach at the same time. What’s their recipe for success, and what’s new on the scene this holiday season?

According to Susan Raab, president of Raab Associates Inc., knowing what’s already on book shelves and what’s selling is important, though following trends is not always the best advice. “What can be very effective is to look for holes in the market — look to fill those gaps,” she explained. “These can be in a particular genre, age bracket, format or writing style.”

Also, it can never be stressed enough that what it comes down to is a good writer, and increasingly in today’s fast-paced culture, a good illustrator. Vice president and associate publisher for Tommy Nelson, Dee Ann Grand, put it this way: “The cliché is not to judge a book by its cover, but in today’s market, the cover is the first most important step, coupled with a timeless story to create a best seller.”

Ted Parkhurst, president of August House Inc., said that when it comes to producing popular children’s picture books, “color is the number one thing.” An eye-catching bright red covered book is the company’s all-time best seller. “The second thing is a story that’s fun to read and fun to hear.” Finally, a child protagonist seals the deal, if you’re lucky, he said.

However, Melissa Nowakowski, publicist for Kids Can Press, would argue that the list doesn’t stop there: “The title is another way to make the book stand out,” she said. “A clever or crafty title will pique the curiosity of the consumer, making them want to find out what the book is about and how that title fits in.”

“I always look for an innovative format,” added Julia Sabbagh, creative director of Readers Digest Children’s Publishing. Her company’s focus is novelty books, and licensed products are their bread and butter. While Disney Princesses continues to be strong, other licensed products, such as those related to the “Pirates of the Caribbean,” are expected to be big draws. “We’ve come up with a book and DVD package we’re hoping to be very popular,” she said.

Products that go beyond the printed page cause a big sensation, Jeffrey Assisi, spokesperson for Silver Dolphin Books, agreed. “The majority of our books fall within the ‘books plus’ category — they come with various tchotchkes and doodads. … Everything we come out with has added interactive value.”

The following is some detailed information on new products coming out just in time for the 2006 holiday season.