There have been two opportunities recently to learn from Justin Somper how children's writers can show off their assets. He came to Oxford to give the Scattered Authors' Society the benefit of his six-year-experience as a freelance publicist. And then a few days later he gave a similar talk at the Society of Authors' AGM.
He begins with a chance to air øPR gripesÓ, after which the session is entirely upbeat. Lack of response is the commonest moan, though the power of the marketing over editorial departments came up too, and ønasty events.Ó
We were then encouraged to imagine ourselves in situations we would like, of which the nicest were: øI am constantly bothered by publishers trying to commission books,Ó and øI am involved in an auctionÓ as well as øI am heard of by every child I meet.Ó
If you make yourself øPR fitÓ with Justin's advice - which is full of bracing references to Trinny and Susannah as well as easier stuff like how to make your biography work for you (øDon't tell me about your catsÓ) - you might be one of the successful authors mentioned in the Bookseller, øKids' Stuff gets SeriousÓ (Caroline Horn (3rd December 2004).
The sums are interesting: according to this piece, a £20k advance implies sales of 20,000 copies in hardback and 40,000 in paperback. But Michelle Paver, Charmian Hussey and P. B. Kerr (whose books are all reviewed in this issue) have all had higher advances per title, presumably anticipating even higher sales.
The bit that brought the wriest smile to your editor's face however was this one: ø...longevity of children's titles can make them attractive. While publishers are seeking frontlist bestsellers, the majority of profits come from backlist.Ó
Wayne Winstone, children's director of Ottakar's, says that backlist sales account for 60% to 70% of the chain's children's sales. Remember this the next time you are wiggling your assets at your agent, publisher or local bookseller.
And do have a very happy Christmas and an excellent New Year.
~ Mary Hoffman
Armadillo 7.1 will be online March 20th 2005.