[Notes from IIBF] Licensing Children's Book Content
Licensing Children's Book Content: How to Make Most
Out of Your Content and Increase Income
Best practice from one of the biggest children’s book
publisher in Germany
Sylvia
Schuster from Carlsen Publishers, Germany
Indonesia
International Book Fair @Summit Room JCC
Jum’at, 14
Sept 2018
Workshop ini ditujukan untuk para penikmat buku, pembuat konten, dan penerbit
buku anak. Selama tiga jam, Sylvia
Schuster dari Carlsen Publishers, Jerman, memberikan kiat dan wawasan
bagaimana membuat konten yang kuat dan
bagaimana meningkatkan pendapatan dari buku anak―menggiurkan yaaa. Ini termasuk cara menerbitkan buku anak
berkualitas, melisensi buku yang sudah diterbitkan, dan memasarkannya secara
efektif.
✎Ada yang sudah pernah mendengar Carlsen Publishers?
Well, aku juga baru pertama kali
mendengarnya saat di workshop
kemaren.
Ternyata
ini publisher yang menerbitkan Harry Potter berbahasa Jerman!
Oke,
berikut catatan dari Workshop minggu
lalu:
👉What you get to know:
1. The
German Children’s Book Market
2. Carlsen
Publisher: Our Books and Selling Them
3. More
Than the Book: CONNI, the Series
4. Workshop: now it’s you! Collecting the
Ideas, Makes the Book Travel
✎The German Children’s Book Market
Riset
Pasar!
☑ 16%
children book >> for pleasure.
☑ 50%
>> young readers (usia SD).
☑ 12%
>> saingan dengan gadget.
☑ -1.6%
>> less book reading.
☑ 94%
>> proper book than e-book.
Children book is cheaper than adult book.
✎Carlsen Publisher
Didirikan
pada 25 April 1953.
Fokusnya di buku anak, contohnya
Harry Potter, The Adventures of Tintin.
Genre buku
yang diterbitkan: fiction, non-fiction, series, activity, picture book, comic,
manga, humour, and gift book.
Tidak hanya
menerbitkan buku, tapi dari buku lahirlah:
☑ Book fair
☑ Film
☑ Post card
☑ Extended
info sheets
☑ Lovely
package
☑ Sample
translation
☑ Pre-offering
it to selected publisher
☑ Working wih
merchandising agency
✎How Carlsen Publisher Sell Right?
Our foreign
publisher are partner and experts of their market
Everything
can be negotiated! There is no model contract
Insight of
foreign markets, trends, tastes, and competitors
Foreign
rights catalogues/special issues for key accounts
Info sheets
and mailings
(Extended)
sample translations
Drawing the
final pitch >> pilih buku mana yang bagus untuk dipromosikan
Picture
book event at Frankfurt Book Fair >> banyak melakukan meeting >>
perubahan ide
Book meets film
Foreign
book fairs, visiting publisher at their offices
Shop checks
>> jalan-jalan ke toko buku, lihat display
Agencies
(foreign/merchandising and film) >> select the agensy very carefully
Cooperating
with the German Cultural Institute (Goethe Institut) for translation grants
oint
ventures (China)
It’s tired, but they do to improve.
✎More Than a Book: the CONNI Series
😇What is Conni?
Conni
merupakan German stereotype girl >> jual keunikan.
Conni >> anak perempuan berambut pirang berpita
merah, menggunakan kaos stripes putih-merah, celana jeans, dan sneakers.
First Conni
picture book has been published 25 years ago.
Most
popular children’s brand among 4-6 year olds.
Children
grow up with Conni.
The Conni
universe: 3+, 7+, 10+, 12+.
Conni
series: picture book (40 vol.) and board books (15 vol.)
😇Conni become role model for children (and parents!).
Because of
Conni, they got many letters from parents.
They said
Conni is good model for their children.
😇Conni is a good way to educate children.
From Conny
story book the series, it become activity book, app, etc.
✎Can you see it?
From (just) the book, it‘s going to further steps.
😇Prinsipnya:
Conni is learning/experiencing something,
getting along with family and friends, softskills >> emphaty.
Conni travels…
Conni has
been translated into 18 languages.
Conni is
understood everywhere! Not only Germany.
😇Conni is respect others, curious, friendly,
optimistic, behavesaccording to social roles, likes her family and esteems her
friends.
😇Conni is average children, middle class, no princess
at all, readers best friend.
It is about
inner values.
Conni travels…
Conni change
her name (Bori, Elif, Terka, Berta, Laura, Gaia, etc.), format and cover
design, abridged school curriculum.
Bahkan juga
dicetak buku Conni versi super mini, gak beda jauh dengan ukuran kartu remi,
jadi kalopun dipinjem, terus gak balik, gak masalah ya, gak mahal…hehe.
Kini Conni
juga mengikuti perkembangan zaman. Teman-temannya Conni multikultural dan ada
yang berbeda agama, ada yang berkulit hitam dan beragama Islam.
Conni
merchandising >> according to our style guide & approval of rights
holders, suitable merchandising & fan wear.
✎Bagaimana cara membuat MoU dengan publisher lain?
Fleksibel,
antara publisher yang satu dengan yang lain belum tentu sama.
MoU itu
berdasarkan trust.
✎Bagaimana cara memilih merchandise yang akan dibuat?
Have to be
very careful, choose the best quality, very picky.
It is okay
less merchandise, but beautiful.
Pernah
dicoba membuat boneka Conni tapi hasilnya ugly, hehe, setelah belajar dari
kesalahan, buat lagi, baru deh hasilnya cantik.
Licensing >>> it’s about pitching.
It’s more than selling… Thoughts and ideas on selling
rights!
Sometimes it’s about quality, not quantity.
Sylvia
Schuster bercerita, awalnya memang berat, bahkan di awal ia melakukan cara
“menjemput bola” >> knock the door
another publisher.
Before
Frankfurt Book Fair >> it needed many: brainstorming, mindmapping, and
pitching.
Book publishing >> unpredictable and surprising.
[TIPS!]
Don’t give
up to “selling” your book!
Keep going,
telling another publisher “Hey, this me
(again). I have beautiful book.”
Because you are the only one who believe your book.
✎BRAINSTORMING SESSION
About: BOOKS TRAVEL
☑ Using
social media
☑ Making
others happy and honoured
☑ Highlighting
the author and illustrator, now that are “sexy job”
☑ Networking
☑ Bridging
cultures and language
☑ Making them
complete
☑ Making
offers
About: PITCHING - Finding Essence of a Book
☑ Honesty
☑ Keep it
simple & short! (3 sentences)
☑ Traditional
ways: “knock the door”
☑ Assorted
pitching
☑ Find the
strong argument for the editors
☑ Believe in
courage
☑ Different
media: using post card
✎SUMMARY
Pitch - Concept - Sharing
👉Pitch: finding the best arguments, the
“essence”, unique, find the strong why?
👉Concept: giving rights holders both freedom
and support
👉Sharing: it’s you, selected experts and
agents, don’t be greedy, let’s share
📚Catatan lainnya dari IIBF:
✎[Notes from IIBF] It’s not just a book fair, it’s a book affair!
✎Workshop 1. Children’s Book Writers: Creating Narratives for Engaging Picture Books, with Room to Read
✎Workshop 1. Children’s Book Writers: Creating Narratives for Engaging Picture Books, with Room to Read
✎Workshop 3. Workshop tak terduga yang aku ikuti di IIBF, gak sengaja lewat panggung eh ternyata tentang Read Aloud, bersama Bu Roosie Setiawan!
🔖Salam literasi
Miranti Banyuning Bumi
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