Doing more with less

Every now and again I leaf through the pages of the advertising trade magazine Campaign to boggle my mind at the amount of money that companies spend on marketing their products. Tens of millions of pounds are spent on digital campaigns for chocolate bars, margarines and air-fresheners. When you get to the amount spent on marketing movies, video games or new music releases the sums are frankly mind-blowing.


Annarafferty_NMA In publishing we don't have the luxury of million pound marketing budgets to create CGI TV campaigns or project the Penguin logo onto the moon. Luckily, people generally like stories and books and like talking about them to each other, which makes our job easier. And very luckily for all of us at Penguin we have in Anna Rafferty a Digital Marketing Director who last night was recognized as having made the greatest individual contribution to New Media at the New Media Age effectiveness awards. Shortlisted for producing vital, innovative and engaging initiatives such as blogapenguinclassic, spinebreakers and penguindating, the public voted Anna to victory against incredibly illustrious competition from some of new media's biggest guns.

We know how fortunate we are to work with Anna and I can't help wondering what would happen if she were given a multi-million pound budget to work with. My guess is that pretty soon sales of Moll Flanders would go through the roof and there would be absolutely no need to project the Penguin logo onto the moon. 

Congratulations Anna.

Jeremy Ettinghausen, Digital Publisher

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Workshy?

Work
A couple of weeks ago I was asked to be part of a pilot for a new website.  The site would be called myworkingspace.co.uk, and its launch would be part of our trumpeting of Alain de Botton’s new book, The Pleasures and Sorrows of Work.  So I duly created an alter ego for myself and did as I was asked.

I’m sure I was told I was just a ‘tester’ and that no part of me would remain on the site, once live.  But somehow I’m still there.

Thank god, then, that I’ve been joined by others.  And, as it turns out, all sorts of workspaces exist, and not all of us work behind desks.  And some people who do have desks have pink desks.  What’s more, people care enough about their desks or otherwise to follow the – admittedly very simple – instructions and go public. So, if you’d like to help me sink back into anonymity by diluting the spotlight, then come on down.  And if you’re as camera-shy/internet-shy as me, or perhaps don’t have such a thing as a workspace, then there’s nothing to stop you just coming to gawp.

Juliette Mitchell
Editor, Hamish Hamilton

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A word from an intern

After spending months polishing my CV, re-writing my cover letter and scanning the thesaurus for the most extravagant words that I could casually say during my interview for a place on the Pearson Diversity Internship, one would think that the week would begin smoothly. As I step onto the train wearing my Monday morning best, I glance at my fellow workers with a slight smile on my face, because I too have a destination to go to. But this tranquillity is quickly lost as I am pushed and then prodded by morning madams and busy businessmen running for their 8.50 a.m. train (despite the fact that work starts at 9 a.m.). This experience is enough to cause even the most tranquil individual to feel a little thrown off balance. Regardless of this, my first week as an intern within the Puffin Marketing and Publicity Team is fast becoming an interesting experience.

The creative flexibility that the team exercises is a trait that encourages even the most reclusive individual to speak out, be bold and share ideas. Since working on the team I have attended creative meetings where I have seen how marketing and publicity teams within publishing come up with creative and often unique promotional ideas. I have shared my ideas, worked extensively on the team’s online teenage website and helped promote new books, all in my first week!

Spinebreakers_live_logo

But no other task has got my brain ticking more than my role working on Penguin’s latest venture, the Spinebreakers website. The site is an online community created by teens, for teens as a platform where they can share their love of reading and other creative mediums. The site showcases some of the most unique stories, poetry, songs and videos, all in an attempt to unite and encourage youths to read more and stand tall in their belief that reading is cool. I personally think such a site is much needed and is a breath of fresh air, especially when England has fast become a place for teen violence and crime, and using one’s imagination in a positive manner has now been replaced with the ease of picking a fight.

Rh_midplainred
Spinebreakers is going offline at an up and coming road-show at the Roundhouse Studios in Chalk Farm, on the 25th of July. I have been fortunate enough to work on this event which will be inviting sixty teens to sign up and participate in three brilliant workshops which will include learning to use film equipment and creating a mini film on the day with Anton Saunders. There will be the opportunity to create a short story and receive practical tips on creative writing with journalist and Editor Emma Warren. There will also be the option to work with DJ and poet Charlie Dark who will inspire participants to transfer ideas from minds to paper and produce a soundtrack for a book. Music, food, drink (non-alcoholic of course!) and lots of creativity will be served up on a large platter throughout the day. This event is turning into one of the many highlights of my time at Penguin, because it will be a day when I will apply all my new skills.

So far, I can honestly say the internship is proving to be a good experience. If it is not the lure of the subsidised cafeteria, or the in-house ‘tea shop’ (as I like to call the kitchen), then it is the enjoyment of learning something new every day and gaining the opportunity to apply these skills to my work.

All of this and much more causes me to appreciate and soak up this experience.

Davelyn Thompson
Summer Intern

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A word about words

Thcountrybytanfacedprairieboy
Words. So easy to take for granted.

If you live wherever people gather, words are mostly everywhere you look. But how often do we ponder just exactly what they’re doing – not saying, but actually doing?

Three weeks ago I had ample opportunity for word pondering. Against my – not-so, as it turns out – better judgment I was sent to the Arvon Foundation at Lumb Bank, which is located just outside Hebden Bridge – ‘lesbian capital of the North’ I was informed by at least two people – to spend five days with Dark Angels.

No. Dark Angels are nothing to do with James Cameron’s TV series about a bike courier in post-event Seattle. That’d be silly. In fact Dark Angels run a series of courses on creative writing in business. That’s pretty much all I knew when I headed up to Yorkshire on a wet Monday evening. Two trains and a very small bus later I trudged down a steep road to Lumb Bank, an eighteenth-century converted mill-owner’s house once owned by Ted Hughes. Over the course of the next few hours I was joined by our two tutors, John Simmons and Jamie Jauncey; Steve, who runs Lumb Bank; my five fellow participants Lyn, Julie, Molly, Sue and Marilyn; and Ted Hughes (the cat, female, a bit butch – surely a resident of nearby Hebden Bridge?).

For five days six complete strangers would have to cook, eat, light fires and generally live together while exploring and coming to terms with a number of – sometimes painful – things about themselves as writers. This wasn’t writing as therapy. It was therapy as writing.

Each morning, we’d gather in the converted barn and, with the chanting out the way – you might well laugh, but it aerates the blood and clears out last night’s cobwebs, never mind the bloody chakras – we’d get down to some serious writing exercises designed to get to the meat of ourselves as writers.

In no particular order – though I suspect the order we followed was crucial to the madness in John and Jamie’s method – we were asked to come up with the title and opening page of our autobiography; we had to write our version of the first paragraph of a published novel; we listened to music and wrote what we heard; we committed automatic writing and haiku to paper; we personalized Simon Armitage‘s Not the Furniture Game which is about Ted Hughes (not the cat, the other one); we formed an imaginary business, writing its founding story and its launch campaign. There were many other activities of a writing nature that I shan’t write about here for the sake of brevity.

In-between, while we scratched our heads over our daily homework activities, there were walks, a lunch with Simon Armitage – yes, him again, much wine, piano and guitar playing and singing (not by yours truly) and plenty of time – for me at least – to realise just how complacent I’d become as a copywriter after ten years.

Give me a book and I’ll slap a blurb on it in half an hour if need be. I pride myself on getting the job done quickly, pertinently and without fuss. I work on approximately two hundred titles a year so there’s no time for mucking about. Yet when I started at Penguin I’d be tinkering with each blurb for days trying to come up with the right formulation of words: a decent structure, pace, tension, a good stab at reflecting the author’s style. In short, putting together the most compelling proposition for our ideal reader standing in a bookshop.

Sure, I was green and was learning on the job. And with experience came all the tricks, the instant recognition of this or that requirement and, of course, a certain wisdom that speeds the process up. But wisdom too easily comes at the expense of wonder and fun. The words lose their excitement, playing with them becomes less of a joy. So you tend to experiment less and take fewer risks (if only because you know now that certain retailers and authors are – with very good reason – risk averse). In knowing the rules of the game you become bound by them. And that is never a good place to be.

My week with Dark Angels was about breaking down barriers inside myself. It was about how exciting words can be – not just what they say, but their sounds and patterns and effects, the rhythms and the sheer ruddy joy of playing around with them.

Words do so many things that we easily take for granted, and if ever we take words for granted we’re no longer seeing them properly. Worse, we’re no longer listening to them. So thank you, John and Jamie and Dark Angels, for bringing me back to the words.

And if you can’t spend a week with Dark Angels yourself? Then get hold of a decent volume of poetry. There you’ll surely be inspired by other writers, giddy with their own delight in words.

Isn’t that the most wonderful place to be?

Colin Brush
Senior Copywriter

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Home at last

Strand_stationWonderful, wonderful, oh most wonderful… Cafe Penguin is no more, and we have finally returned home to the open arms of Penguin Towers, on the lovely, lovely Strand. Lots of pre-moving anxiety (constructive comments ranging from "People will pity how awful our desks are" to "There’s no natural light! We’ll become Morlocks!" have, of course, turned out to be utterly unfounded) became joy at returning to somewhere that actually had running water. No more shoes sticking to the pavement of Brick Lane on a Monday morning, no more lack of access to banks, post offices, key cutters, shoe menders, pharmacies, dry-cleaners and our Penguin canteen, no more cut cables, random fire alarms, extreme temperatures and the World’s Most Awful Lifts… Instead, we are in the glittering new offices, hand-crafted by tiny literary robots to suit our every whim. We’ve only been here four hours (who doesn’t enjoy a late start on a Monday morning?) and already our computers work, our phones dial out, and our files have somewhere to live. I feel a little bit like weeping for joy, so I might just ride up and down in our lifts for a little while to celebrate.

Sam the Copywriter

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New Kid on the Block

I’m only just recovering from shock; the variety that hits new graduates when they leave the cosy world of uni and join the commuter traffic of work-going people. Oh God! I’ve never been up as early, on every single day of the week, than I have been during my time here at Penguin. Just when the internship ended, and I was looking forward to my usual late nights and even later mornings, they went and offered me a job! Cue the sympathetic murmurs…

So here I am, post graduation, living my nerdy little dream, so far so good. When people ask ‘So what’re you doing now,’ I go ‘Oh, you know, the usual, work,’ and they go ‘Really, where,’ and I go ‘Penguin!’ Smug? Me? Surely not!

It’s been an amazing time though. No two days are exactly the same, which is great. One day, I’m out on errands in Covent Garden, looking for cool things to put in our Great Big Glorious Book for Girls stand, and the next, I’m cavorting in the Bethnal Green Working Men’s Club at the launch of Hari Kunzru’s new book, My Revolutions, which by the way, is very good, as is Moshin Hamid’s Booker-shortlisted The Reluctant Fundamentalist.

And even though I don’t think I’ll ever get over snatching a mere 8 hours of sleep a day, working here is well worth the sacrifice!

Minjiba,
New Kid on the Block

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Here comes the sun (doo doo doo doo)

At the end of my first few days at Penguin, I’d like to share a few words (and not just with the coffee machine and the photocopy repair man.) I’ve been impressed and excited by lots of things in the past few days, from how welcoming everyone has been, to how quickly my stationery order arrived, to what a great (albeit temporary) location this is. Brick Lane is so full of life, it’s brilliant. Step outside the office and it looks, feels, even smells like somewhere that’s begging to be explored.

I’ve been finding myself getting excited about things that everyone here must be used to by now, like being surrounded by the best books (ever written), or the art on meeting room walls – you know, the little things. Most of all, I’m excited by what’s to come, including the re-launch of Jack Kerouac’s ‘On the Road’ to celebrate 50 years since its publication, and Steven Pinker’s new book on how language tells us more about ourselves than we might think (impressive stuff, and well worth knowing).

I’d like to think that I brought the sun with me this week, but seeing as it poured with rain all day on Monday, that would be unfair. I might be justified however, in saying that halfway though week one, from where I’m sitting, things are looking very sunny indeed.

Natalie Ramm
Brand new Penguin Press Marketing Manager

To paraphrase LCpl. Jones…

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More excitement at Cafe Penguin this week, as baffled workers were greeted with signs scattered liberally throughout the office stating "Keep Calm and Carry On". An old WW2 design, these posters seem to be hugely popular in the gift market, but the mystery stems from the fact that no-one has taken credit for the office decorations. I’m just unnerved because I have no idea what we should be keeping calm in the face of. It’s either that, or the barking command to continue with our work, regardless of the rats and fires that have rather apocalyptically afflicted the Cafe since our arrival. I suppose it beats "You don’t have to be mad…".

The lucky winner of last week’s competition was Andy – the correct number of books was 4092. If my maths contains an error, please don’t hesistate to correct it. Expect to hear from me soon for your details, Andy.

Sam the Junior Copywriter

Back to the Future

EinsteinIf Einstein really did say that WW4 would be fought with sticks and stones, then I think we had a glimpse into humanity’s future yesterday, at Cafe Penguin. Some wag had severed a cable between us and the rest of the world, leaving the Penguin teams with no phones, no web access, and no email. Shell-shock set in mid-morning and much of the workforce headed back to Penguin Towers on the Strand, and the bosomy embrace of functioning systems. The rest of us scattered like rats from a sinking ship to work from home (ah, sweet comfort of working with the radio on). Back to the grindstone today, as our midnight engineers dug up another of London’s roads to glue the two severed ends together again. Many thanks, guys.

Sam the Junior Copywriter

Then We Came to the End (of the District Line)

Then_we_came_to_the_endSo Penguin Towers has now become Cafe Penguin, with our hip and vibrant move to Brick Lane, E1. Only a slightly longer commute to Aldgate East, which gives me valuable time to relive the previous small hours’ nightmares (currently being eaten by the shark from this). The Penguin Bigwigs very kindly forked out for nice weather last week, which made our move pretty sweet, but the budget has been emptied by almost constant sunshine and we are back to British March (thermal jumpers and faux fur wraps).

Our new offices are not the cuboid call centre we all feared, but rather an open-plan hub of creativity with plate-glass windows overlooking Spitalfields City Farm et al. Although it does sometimes feel like we’re working in The Office, which is a phrase I was always delighted we could never utter at Penguin Towers (next stop: It’s so funny! My boss is just like David Brent!). But lots of light, lots of chattering, fewer paper aeroplanes that I had hoped for but one can’t have everything. Shelves were filled with books in a matter of seconds, and now only the occasional lost Editor wandering up and down between the desk cubes like slow-motion Tron contestants would indicate we hadn’t been here forever.

For more on gossiping, cubicles and office shenanigans, you could do a great deal worse than Joshua Ferris’ Then We Came to the End, a McSweeney’s-esque book on modern office life in the dotcom boom-and-bust era. Pretty funny, too. And at least it doesn’t have this in.

Sam the Junior Copywriter

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