Invigorating The Picture Book

Posted on May 30, 2006

Sales of picture books have been declining, but the industry is fighting back with some new efforts to rejuvenate the illustrated book business.

It is no secret that today's picture book market presents one of the most challenging areas in children's sales. While the international co-editions market is enjoying something of a revival, the home market tells a different story. Away from the bestseller lists, the climate for picture books on the high street is best described as "challenging".
Both Ottakar's and Borders report a decline in picture book sales compared to last year. Waterstone's, which radically cut back its picture book range in 2005, claims to have maintained sales thanks to aggressive promotions and its focused range. Other booksellers have now followed its lead and reduced their range.
In response to retailers' smaller ranges, publishers have become more selective about what they put out. "It's good to see fewer titles that don't cut the mustard," Winstone says. "At Bologna, we saw a much stronger range of seasonal titles for the back end of the year."
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More emphasis is also being put on adding novelty elements to picture books such as glitter or flaps. Hopkin says: "We are also adding value�including attaching seeds or jigsaws to our books." An interesting development last summer was Waterstone's audio picture book promotion, which introduced a new format. Instead of shrink-wrapping CDs inside books or using blister packs, the bookseller asked publishers to use a new format, where the CD is secured inside the back flap, enabling customers to browse the book before buying it. Little Tiger's mass market picture books sold particularly well.
"We really want more publishers to provide books packaged in this way, so that we can establish a strong and full backlist range of titles in audio," Harrison says. Borders has also expressed an interest in this format.

We love children's picture books: they are expensive, but there's nothing like a lovely illustrated book with gorgeous pictures and a great story to read to a child. And if you put it away carefully on a shelf (and not allow the little darlings to drool on it, chew on it or otherwise fold, spindle or mutilate it), the book will last for years, making it well-worth the price.