to stimulate the interest in books and book-ownership Stichting CPNB

10 days in March Participation Bookshops 90% Libraries 85 % Bookweek

Every Dutchman should know: books are interesting, fun there is a book for everyone there are excellent bookshops public libraries are part of the social infrastructure Bookweek

Marketing Operation Combination of Culture and Commercial Bookweek

Bookweek Gift Central theme Bookweek

Central Theme: media hook uniform shop presentation focus on backlist Bookweek

Poetry Dutch Landscape Religion Family The (old) classics Multicultural writing Love Death La France Bookweek – themes

BookweekGift A new novel, especially written for the Bookweek. Free Gift by buying another book. Bookweek

BookweekGift Buy a book of at least € and get the new novel of a well-known Dutch author. FREE. Bookweek

BookweekGift: Bookshops order at CPNB (5 months before Bookweek) Total of orders is printrun (CPNB has no risk) Cost price extreme low (Printing, distribution, small royalty fee) Bookweek

Printrun BookweekGift 1984: copies 1994: copies (+ 48%) 2004: copies (+ 99%) Bookweek

1.200 bookshops join Bookweek (inclusive the big chains) (900 libraries) BookweekGifts Bookweek One BookweekGift - One costumer 1 of every 8 households visit a bookshop during Bookweek

Chains and publishers present titles in brochures and advertising Bookweek

Free publicity is the name of the game Free publicity: art news(literature-specials) AND general news (human interest) Bookweek

Book ball Bookweek

Attention of General press means: book is part of life Bookweek

Results: Last ten years annual sales of literature went up with 22% (Last twenty years the market share of bookshops went up from 55 to 65 %) Bookweek

Book week (since 1932) Children’s Book week (since 1955) June – Month of Crime Books (since 1989) Weeks of Travel Books (since 2001) Four important campaigns

Children’s Jury (6-12 years) Youth campaign (12-15 years) Prize awarded by the Public / Election of the Book of the Year Campaign Books as a Gift (Mothers’ day, Fathers’ day, Christmas) Book tokens National Pre School Reading Days (0-6 years) Read Aloud Competition (9-12 years) Books as a gift Many activities

10 days in October Participation: Children’s Bookweek Schools 90% Libraries 90% Bookshops 75%

Central theme Educational kit (13.000/90% of schools) Catalogue/Magazine ( copies) Free (sponsored) newspaper for every child (1.1 million copies) Small picture book (for sale € 2,50) copies BookweekGift ( copies) Children’s Bookweek

Central themes: Children’s Bookweek boats forest music

Printrun Children’s BookweekGift (1988: ) 1989: : : : Children 6 – 12 years: 1.2 million: One of every three children buys a book Children’s Bookweek

Results: The genre Childrenbooks was the fast growing segment between 1990 and 2000: The sales doubled (in the Pre Potter Period) Children’s Bookweek

2004: New campaign for children 0-6 years old Pre School

1/3 reads more than 6 books a year 1/3 reads a few books 1/3 does not like to read a book Reader survey

1/3 reads a few books: what do they read? age group: crime books men/women: crime books education: crime books Reader survey

Popular Mass Media Bestseller author for the Gift book: June – Month of Crime Books Stephen King Elizabeth George Henning Mankell Salman Rushdie

Print run gift book: (1989: ) (1994: ) 1995: : : copies June – Month of Crime Books

Results: Between 1990 and 2002 sale in this segment went up with 94% (turnover). (In copies 52%). June – Month of Crime Books

Publishers Association Booksellers Association Public libraries Association (since 2001) + How are we organized Collective Propaganda

Board of the CPNB (2 booksellers, 2 publishers, 2 librarians) Management CPNB How are we organized

1.Management CPNB makes the annual financial plan. 2.Board CPNB has 5 meetings a year. Takes long-term- decisions. 3.Management is 100% responsible for the quality of every campaign How are we organized

Bookselling is a profession Publishing is a profession Librarian is a profession Marketing and communication is a profession How are we organized

Talking about money Booksellers annual€ ,-

Talking about money Booksellers annual Publishers annual € ,- € ,- (+ 100%)

Talking about money Booksellers annual Publishers annual € ,- € ,- (+ 100%) Public libraries annual fee€ ,- € ,- (+ 200%) Sponsors (average)€ ,- Guaranteed Annual budget € ,- (+ 387%)

Booksellers total Talking about money Booksellers annual fee Promotional material Free Gift books (Bookweek, Travel Books, Crime Books, Children’s books) (Commercial products € ,- € ,- € ,- € ,- € ,-)

Talking about money Publishers annual fee Advertising in CPNB-magazines € ,- € ,- € ,- € ,- Bookball Expositions € ,- Publishers total

Talking about money Booksellers total Publishers total Libraries ( ) Sponsoring + subs. Funds booktrade Divers Income 2003 € ,- € ,- € ,- € ,- € ,- € ,- € ,-

(average: € ,-) City of Zaandam Coca Cola NS Railways Pickwick Tea Post Venz chocolats Sponsoring

1.CPNB-campaigns put the spotlight on the cultural (literature) and social (children’s books) aspects of the book. 2.Professional book-campaigns are interesting for other marketing-orientated companies Sponsoring

1 sold children’s book vs 12 children’s books lend in public libraries 1 sold adult book vs 4 books lend in public libraries CPNB and the libraries

What is easier: Trying to sell a book to a reader or Trying to sell a book to a non-reader CPNB and the libraries

Working together with libraries is like fishing in a pond of a fish-farm CPNB and the libraries

June-Month of Crime Books 2004: CPNB and the libraries Anthology with a chapter of 13 crime books a quiz: what is the scene of the crime 13 discount vouchers Free for members

In bookshop a poster showing the 13 titles, all good examples of the central theme: tracing the thriller Subheading: we accept the discount vouchers of the library. CPNB and the libraries

More promotion Better promotion Lower costs Collective propaganda

Booksellers decide which campaign they want to join. And to which extend. In time and in budget. Collective propaganda a la CPNB

Readers are human beings. Changing the behaviour of people takes time. So be patient Never forget

THE END