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Increasing rights sales in Italy. The case of children’s publishing.

Increasing rights sales in Italy. The case of children’s publishing. The buying and selling of rights for children’s books in Italian publishing.

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Increasing rights sales in Italy. The case of children’s publishing.

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  1. Increasing rights sales in Italy. The case of children’s publishing. The buying and selling of rights for children’s books in Italian publishing

  2. The Italian Trade Commission, in collaboration with AIE (and Doxa), conceived of and carried out two studies on the import/export of rights over periods of 3 years (2001-2003 and 2004-2007). Objective: - To monitor the significance (and trends) that this activity is having on Italian publishing, and the return to participating at international trade shows. - Language areas / related markets. - To identify issues towards certain areas / markets. In 2011 AIE, with input from children’s books publishers, initiated an update of the study limited to the market for children’s books, with a focus more on the areas and countries which sell, rather than buy, rights. The data presented refers to 20% of the publishers/brands which published (2010) 71% of new publications and 75% of the overall production for children.

  3. The context.

  4. Reading trends of children and young adults (ages 6-17)… Children and young adults (ages 6-17) read more compared to the average Italian population: 58.4% vs 46.8%. The presence of books grows in the pre-school phase in families where the parents are more educated, invest more in their children’s futures, etc., and therefore there’s a greater demand. +2,4% +6,0% +5,2% +1,0% -4,5% +8,4% +4,2% -0,5% +1,6% 46,8% 45,1% 44,1% 44,0% 42,3% 42,1% 41,4% 41,2% 40,9% 38,3% * The percentage of readers in the average Italian population One book (non-school) read in the preceding 12 months. * Source: Ufficio studi Aie su dati Istat (Multiscopo)

  5. … notwithstanding technology. 91.6% owns or “uses” one of their parents’ iPod iTunes Facebook Nintendo DsI iPad Game BoyAdvanceSP Nintendo Ds 32 bit iPhone Game BoyAdvance AppStote Source: Ufficio studi Aie

  6. Where books are. And reading? Cult objects and personalities The world Books Reading and books continue to be a part of the lives of new generations: they use more Internet, Facebook, iPod, buy and share music and movies, and have an intese active life in their free time. However, they read more than their parents. Books are a part of their world also because publishers have invested much in product innovation: exploring new age groups, genres, slang, editorial formats, materials, authors, illustrators, characters, beyond marketing and communication. Source: Nielsen per Osservatorio permanete contenuti digitati. Indagine «antropologica», bambini e genitori, Qualitativa 2008.

  7. Reading: the role of the product / editorial project. In past years, important market milestones were reached by specific projects of the publishing houses utilizing innovative marketing tools tied to mobile, Web 2.0, technologies, etc.. The phenomenon is particurarly evident with some «super best sellers». 240,000 new readers 29,000 new readers Source: Ufficio studi Aie su dati Istat (Multiscopo)

  8. Reading > 1 book a month: trends by age group Book reading grows, however 52.5% (ages 6-10), 65.4% (ages 11-14) and 59.1% (ages 15-17) don’t read more than one book a month. +64,6% +58,3% +58,6% Source: Ufficio studi Aie su dati Istat (Multiscopo, 2010)

  9. They read more but reading remains sporadic. % of readers of the population by age and by those who call themselves readers They read more compared to the average Italian population in all age groups (almost 20% among ages 11-14), but reading remains a sporadic activity. Almost half of children and young adults say they read non-school books in their free time (43-48%);but they do not read more than one book every four months. Source: Ufficio studi Aie su dati Istat (Multiscopo, 2010)

  10. Trends in new titles. Istat +34,8% (+7,0%) +68,4% (+9,2%) Source: Elaborazione Ufficio studi Aie su dati Liber (Istat per il 2008).

  11. More titles available for children. From 0.11 titles per 1,000 children (ages 0-14) in 1987, to 0.31 today. In response to the demand of readers in various age groups, the number of titles doubled offering children and their parents more choices in books, genres, formats, stories, language, characters, prices, etc. Retail spaces with a greater and more varied inventory: specialized and mega bookstores. Titles per 1,000 children and young adults 0-17 Titles Source: Elaborazione Ufficio studi Aie su dati Liber e GeoDemo (Istat)

  12. Domestic market. Children’s books showed a greater increase in their market share than adult trade. 1.396 Ml 1.446 Ml (+3,6%) Young adults: 188 Ml +5,3% Young adults: 198 Ml Hard cover & paperback: 1.248 Ml Hard cover & paperback: 1.208 Ml +3,3% Source: Elaborazione Ufficio studi Aie su dati Nielsen BookScan.

  13. Conclusion. • The domestic market represents a diminishing share of sales. • The demographic and market data indicates to the publishing houses the need to consider and value for international markets: • editorial projects, • innovation and quality of both graphics and narrative, • new characters, • coeditions and licensing initiatives, • joint ventures, etc. • Which is what the publishing houses – small and large – have done in the last ten years.

  14. Rights sales for children and young adults

  15. Buying and selling rights. Since 2001, the difference between buying and selling of rights for children and young adults has systemically narrowed and between 2009-2010 has shown a positive balance (+ 325 titles). By including coeditions and the work of Italian illustrators for the international market, the increase would be even greater. Saldo attivo: + 324 Saldo negativo: -764 Source: Elaborazione Ufficio studi Aie su dati Ice-Doxa 2001-2007; Ufficio studi Aie 2008 e 2010

  16. Buying and selling of rights. A growing number of titles are created with the international market in mind. It means a new and different approach of the authors and illustrators; to the quality of the illustrations; to the coeditions, etc. “If an author is aware that his book is aimed towards an international audience, his writing will change,” Tim Parks. This is true for fiction writers, is it also true for authors and illustrators of children’s books? Titles: new titles/selling rights % of selling rights of new titles

  17. The importance of the catalog (not only new titles; 2010). The selling of rights of titles already in catalogs becomes significant. Creations of connections and reciprocity between publishing housese belonging to different publishing sectors. Fonte: Elaborazione Ufficio studi Aie su dati Ice-Doxa 2001-2007; Ufficio studi Aie 2008 e 2010; Liber.

  18. Geographical areas where rights are sold (2010). Europe 65% export % and number of titles (2007/’10). Central and South America7% North America 4% [5%] [70%] 67 titles (+0%) 128 titles (+83%) 1.186 titles (+18%) The European market is still the major buyer of rights. Italia Asian countries with 21% (14% in 2007) are today the second largest market, overcoming North America showing a very high rate of increase. North America persists with the lowest growth rate (in 2007 it was + 0,0%). Central and South America market shares grow with an increase of 7% (+83%) 186 titles (+101%) Asia 21% Source: Elaborazione Ufficio studi Aie su dati comunicati dagli editori.

  19. Countries where rights are sold (2010). France Germany UK Portugal Spain Greece Scandinavia Poland Hungary 19,0% Balkan Countries Russia Other countries Source: Elaborazione Ufficio studi Aie su dati comunicati dagli editori.

  20. Large & Small. Two different realties (2010). Major publishers and their brands account for 95.3% (2010) of exports. Nevertheless, smaller publishing houses (although in smaller quantities) pursue the sales towards foreign markets. The rights of titles sold abroad represent the 27% of the published titles in Italy. (vs. 58% of the major publishers and their brands.) 58% 27% Source: Elaborazione Ufficio studi Aie su dati comunicati dagli editori.

  21. Small publishers in Europe (2010). France(7,4%) Germany (7,2%) UK (4,8%) Portugal (4,2%) Spain (28,2%) Greece(4,6%) Balkan (6,3%) 12,8% (19%) Russia (5,6%) Others (17,6%) Source: Elaborazione Ufficio studi Aie su dati comunicati dagli editori.

  22. Study: to implement the results.Domestic market: increase reading for children according to the demographics, absence of public policies (promotion and libraries); it is still a small market that in turn influences company policies. Innovations in publishing: appreciation of the creativity of Italian authors, illustrators, graphic artists, publishers, including coeditions and packaging projects. Transfer of these success factors to the international markets. Final conclusion.

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