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An overview of the challenges and exciting possibilities with selling kids' comics in the North American Direct Market. Presented by Papercutz at the 2013 ComicsPRO Annual Meeting in Atlanta.
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Kids’ Comics Pep Talk!ComicsPRO 2013
WHAT EXACTLY IS PAPERCUTZ?
A publisher dedicated to bringing more kids’ comics into the world
In fact, we’re all-ages, all the time!
We publish a mix of original titles . . .
. . . and favorite characters!
We believe that comics are an essential part of childhood . . .
. . . we think comics should be FUN . . .
1M Sold! 350K Sold! 700K Sold!
. . . and we’ve had some success with this so far!
WHAT EXACTLY IS PAPERCUTZ?
We’d like to bring some of the wild growth of children’s book publishing to comics stores . . .
. . . and we can only do that together!
THE TROUBLE WITH KIDS’ COMICS . . .• Kids love comics
• Parents buy comics
• Yet sales to our current DM audience are soft
IMAGE SOURCE: Action Flick Chick
Our challenge is to develop a NEW audience of kids and parents in comics stores!
THE TROUBLE WITH KIDS’ COMICS . . .
IMAGE SOURCE: Action Flick Chick
Kids Love To Read
• Books are kids’ #1 media choice
• (Video games, for those keeping score, is 6th-favorite)
• Kids take pride in reading goals
THE PROMISE OF KIDS’ COMICS
SOURCE: Bowker / ScholasticIMAGE SOURCE: Comics Observer
And They Like to Read In Print
• Digital = 10% of children’s book sales
• (We’ve seen it closer to 3%)
• 61% of parents prefer print
• 80% of e-book reading kids prefer print
THE PROMISE OF KIDS’ COMICS
SOURCE: Bowker / ScholasticIMAGE SOURCE: Comics Observer
Children’s Books SELL (boy, do they
ever!)
• In 2011, Children’s was 10% of $27.2B in Trade sales
• While Adult Trade fell 2.6% . . .
THE PROMISE OF KIDS’ COMICS
SOURCE: Bookstats 2011 / AAP StatshotIMAGE SOURCE: Wired
• . . . total Children’s Trade grew 9%, Children’s Fiction grew 12%, and Children’s Print grew 9%!
THE PROMISE OF KIDS’ COMICS
SOURCE: Bookstats 2011 / AAP StatshotIMAGE SOURCE: Wired
• In Jan ’12, Children’s Print grew 65%
• In Sep ’12 (our most
recent data month), Adult fell 1.5% and Children’s grew 24%
• (We could go on like this for days!)
THE PROMISE OF KIDS’ COMICS
SOURCE: Bookstats 2011 / AAP StatshotIMAGE SOURCE: Wired
This is the strongest
performance and fastest growth in
the entire publishing industry!
THE PROMISE OF KIDS’ COMICS
SOURCE: Bookstats 2011 / AAP StatshotIMAGE SOURCE: Wired
• Today, Children’s accounts for 2-3% of DM periodical sales, and 4-5% of graphic novel sales
• A retail strategy aiming for 10% sales from kids’ comics wins!
THE PROMISE OF KIDS’ COMICS
SOURCE: ComichronIMAGE SOURCE: Wired
Building this second revenue base can help smooth out the ups and
downs in other areas
HOW A KIDS’ BOOK CUSTOMER THINKS (This
Is Where It Gets Tricky!) • Kids drive the purchase
• Kids are heavily influenced locally . . .
• . . . friends, family, librarians, and teachers are the strongest influencers
SOURCE: BowkerIMAGE SOURCE: The Commercial Appeal
HOW A KIDS’ BOOK CUSTOMER THINKS (This
Is Where It Gets Tricky!) • Kids purchase on
familiarity and shelf browsing
• Libraries and online retail rank high on the list of acquisition points
• Both have personal attention and recommendations
SOURCE: BowkerIMAGE SOURCE: The Commercial Appeal
HOW CAN WE MAKE IT HAPPEN?
PARTNER WITH INFLUENCERS
ENCOURAGE BROWSING
ADVERTISE FAMILIARITY
BECOME A THIRD SPACE
HOW CAN PAPERCUTZ HELP?PARTNER WITH INFLUENCERS
• We market heavily to schools and libraries
• Our Educator’s Resource Guides help teachers use comics in their classrooms
• Our press list includes dozens of parenting blogs, and growing every day
HOW CAN PAPERCUTZ HELP?
ENCOURAGE BROWSING• Our Retail Resource Kits include
tabletop displays, posters, and shelf-talkers
• Prints and mini-comics are available for free giveaways
HOW CAN PAPERCUTZ HELP?
ADVERTISE FAMILIARITY• Our Retail Resource Kits include pre-
approved window signs featuring our most popular kids’ properties!
• We publish the hottest kids’ properties, many of which are under the radar of mainstream entertainment and comics news, such as . . .
LEGO NINJAGO• Six NY Times Best-Sellers, with two #1s!
• Over 1M copies sold
• Top-rated TV animation
• Sell-out toy sets outperform Star Wars and LEGO City themes
ANNOYING ORANGE
• Cartoon Network show is #1 for its time slot among Boys 2-11 & 6-11
• Reaches 99M homes and over 10M kids
• 1.5B views on YouTube and 2.6M subscribers
• 11.5M fans on Facebook and Twitter
THEA STILTON• Over 700K copies of Geronimo Stilton graphic novels sold
• Over 6M Thea Stilton chapter books sold
• Strong female role models and an environmental theme
STARDOLL• World’s largest social
gaming site for Girls 9-17 with over 200M members and 900M pageviews
• 190K new signups daily
• 2.3M unique visitors monthly
• Average session time = 18 minutes
ARIOL• New kids’ series from
Emmanuel Guibert!
• 40K sales per volume internationally
• Our best-reviewed series launch
BENNY BREAKIRO
N• “Lost” Classic from
Peyo!
• First U.S. edition
• Superpowered rolemodel for kids
THE SMURFS
ANTHOLOGY• New original-size
hardcover series!
• Stories reprinted in original publication order
• Essays, photos, and sketches
HOW CAN PAPERCUTZ HELP?
BECOME A THIRD SPACE• We love store promotions!
• Co-Op ad $ available
• Special terms on large orders for promotions
• Marketing support and free book prizing
LEGO BUILDING CONTEST• Timed with FCBD
• Kids build scenes using LEGO Ninjago bricks
• Graphic novel prizes
CLASSICS ILLUSTRATED
SUMMER READING CONTEST
• May 15 — Sep 15
• Kids make comics about books on their “Summer Reading” list
• Great chance to collaborate with local teachers
• Graphic novel prizes
HALLOWEEN COSTUME CONTEST
• October!
• All costumes are eligible
• Pre-approved party decorations
• Graphic novel prizes
STARDOLL FASHION DESIGN
CONTEST• Nov 15 — Dec 15
• Kids make original fashion designs
• Grand-prize winners featured in an upcoming book!
• Graphic novel prizes
WE’RE READY TO BRAINSTORM — GIVE US A CALL!
• PAPERCUTZ.COM
• @PAPERCUTZGN
• PAPERCUTZGRAPHICNOVELS