When I applied for my postgraduate degree in publishing, I had to choose between two schools—Simon Fraser University and the London College of Printing. I was at the business and marketing helm of a sinking, indie/niche literary/arts magazine in Montreal and both appeared to offer equal helpings of industry expertise, industry connections and practical-hands-on experience. London of course proved to be the winner, and while I landed a job at the top, heck before I even started writing my thesis, I always envied the Canadian alternative, specifically the community it has created for grads and those lingering on the periphery. And this is embodied in its online "hub", Thinkubator, the Young Publishers Network. A quick visit will show you a raw, yet well-designed site that rivals any high falutin Web 2.0 social networking application out there. And sadly it makes the SYP website look rather stale. Where is the voice, the edge, the innovation? I would go on to argue that the simplicity and accesibility of Thinkubator makes its UK quasi-equivalents look considerably behind the times. Sure they seem to do the same things technically, but as a "young publisher" myself, one speaks to me on a level and in a visual language that others simply haven’t caught up to. Or maybe that’s just the "marketer" in me.
The latest News post on Thinkubator looks at the recent trend of book trailers, or rather film-style trailers for books, released online as a way to tap into video and film consumption patterns of online communities—book lovers included. They reference a CBC article. In the article, the Canadian edition of Londonstani (Harper Collins) is referenced in its release of a film-like trailer for the book. A visit to YouTube shows that the book has had 2,837 (make that 2,838) views. You can read the piece yourself. Fact is, this is a venture I am pursuing for a number of our upcoming teen releases, Bloodsong, by Melvin Burgess and Being, by Kevin Brooks, to name a few. I raise this not to delve into the amazing (but not all that) new media marketing techniques Puffin is pursuing in order to reach its audience (we are) but instead make note that this just goes to show how tapped in this website of young Canadian publishers really is. And I also wonder why the UK programs with their long heritage and futuristic claims, have not done the same. If there is anything I’ve learnt so far about the publishing industry, it’s that publishing is all we like to talk about. And sure the SYP site boasts a "new forum" and makes available essential resources for publishing job seekers, but the style in which it is presented may very well be losing eyeballs.
Like all industries, Publishing has finally started to realise it can’t go the way of the old school boys club of years past, but must instead rethink how it does business, how it markets books, how it speaks to customers. This is mostly due to the changing consumption patterns and cultural context of markets. If anything, the young publishers of today (future publishers of tomorrow) surely live in those different markets and interact in those new ways. Shouldn’t then the content they consume reflect that?
Justin Renard
Puffin Marketing Officer
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