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Stichting CPNB

Stichting CPNB. to stimulate the interest in books and book-ownership. Bookweek. 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

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Stichting CPNB

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  1. Stichting CPNB to stimulate the interest in books and book-ownership

  2. Bookweek 10 days in March Participation Bookshops 90% Libraries 85 %

  3. 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

  4. Bookweek Marketing Operation Combination of Culture and Commercial

  5. Bookweek Bookweek Gift Central theme

  6. Bookweek Central Theme: • media hook • uniform shop presentation • focus on backlist

  7. Bookweek – themes Poetry Dutch Landscape Religion Family The (old) classics Multicultural writing Love Death La France

  8. Bookweek BookweekGift A new novel, especially written for the Bookweek. Free Gift by buying another book.

  9. Bookweek BookweekGift Buy a book of at least € 11.50 and get the new novel of a well-known Dutch author. FREE.

  10. 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)

  11. Bookweek Printrun BookweekGift 1984: 383.000 copies 1994: 567.000 copies (+ 48%) 2004: 765.000 copies (+ 99%)

  12. Bookweek 1.200 bookshops join Bookweek (inclusive the big chains) (900 libraries) 765.000 BookweekGifts One BookweekGift - One costumer 1 of every 8 households visit a bookshop during Bookweek

  13. Bookweek Chains and publishers present titles in brochures and advertising

  14. Bookweek Free publicity is the name of the game Free publicity: art news(literature-specials) AND general news (human interest)

  15. Bookweek Book ball

  16. Bookweek Attention of General press means: book is part of life

  17. 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 %)

  18. Four important campaigns Book week (since 1932) Children’s Book week (since 1955) June – Month of Crime Books (since 1989) Weeks of Travel Books (since 2001)

  19. Many activities 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

  20. Children’s Bookweek 10 days in October Participation: • Schools 90% • Libraries 90% • Bookshops 75%

  21. Children’s Bookweek • 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)

  22. Children’s Bookweek Central themes: • boats • forest • music

  23. Children’s Bookweek 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

  24. Children’s Bookweek Results: The genre Childrenbooks was the fast growing segment between 1990 and 2000: The sales doubled (in the Pre Potter Period)

  25. Pre School 2004: New campaign for children 0-6 years old

  26. Reader survey 1/3 reads more than 6 books a year 1/3 reads a few books 1/3 does not like to read a book

  27. Reader survey 1/3 reads a few books: what do they read? age group: crime books men/women: crime books education: crime books

  28. June – Month of Crime Books Popular Mass Media Bestseller author for the Gift book: • Stephen King • Elizabeth George • Henning Mankell • Salman Rushdie

  29. June – Month of Crime Books Print run gift book: (1989: 50.000) (1994: 47.000) 1995: 323.000 2000: 395.000 2004: 435.000 copies

  30. June – Month of Crime Books Results: Between 1990 and 2002 sale in this segment went up with 94% (turnover). (In copies 52%).

  31. How are we organized Publishers Association Booksellers Association Public libraries Association (since 2001) + Collective Propaganda

  32. How are we organized Board of the CPNB (2 booksellers, 2 publishers, 2 librarians) Management CPNB

  33. How are we organized • Management CPNB makes the annual financial plan. • Board CPNB has 5 meetings a year. Takes long-term-decisions. • Management is 100% responsible for the quality of every campaign

  34. How are we organized Bookselling is a profession Publishing is a profession Librarian is a profession Marketing and communication is a profession

  35. Talking about money • Booksellers annual € 375.000,-

  36. Talking about money • Booksellers annual • Publishers annual € 375.000,- € 375.000,- € 750.000,- (+ 100%)

  37. 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%)

  38. Talking about money Booksellers total 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,-)

  39. Talking about money Publishers total € 375.000,- € 380.000,- € 40.000,- € 140.000,- • Publishers annual fee • Advertising in CPNB-magazines • Bookball • Expositions € 935.000,-

  40. 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,-

  41. Sponsoring • (average: € 700.000,-) • City of Zaandam • Coca Cola • NS Railways • Pickwick Tea • Post • Venz chocolats

  42. Sponsoring • CPNB-campaigns put the spotlight on the cultural (literature) and social (children’s books) aspects of the book. • Professional book-campaigns are interesting for other marketing-orientated companies

  43. CPNB and the libraries 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

  44. 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

  45. CPNB and the libraries Working together with libraries is like fishing in a pond of a fish-farm

  46. CPNB and the libraries June-Month of Crime Books 2004: • Anthology with • a chapter of 13 crime books • a quiz: what is the scene of the crime • 13 discount vouchers • Free for members

  47. CPNB and the libraries 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.

  48. Collective propaganda More promotion Better promotion Lower costs

  49. Collective propaganda a la CPNB Booksellers decide which campaign they want to join. And to which extend. In time and in budget.

  50. Never forget Readers are human beings. Changing the behaviour of people takes time. So be patient

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