Publishers Launch Kids

Children’s Publishing Goes Digital
Tuesday, January 15, 2012
9:00 – 5:00
[Registration opens at 8:00}
McGraw-Hill Conference Center | 1221 6th Ave., 2nd Floor | New York, NY 10020

This show is sold out!


8:00am - 9:00am
McGraw-Hill Auditorium
9:00am - 9:10am
McGraw-Hill Auditorium
Lorraine Shanley, Conference Chair and President of Market Partners International, will set the stage for the day and welcome our audience and speakers to the show.
9:10am - 10:00am
Sizing Up the Kid’s Book Market
McGraw-Hill Auditorium
In conjunction with Kristen McLean of Bookigee and leading US children’s book publishers, Bowker has tracked the children’s book consumer market through their ongoing biannual study, Understanding the Children’s Book Consumer in the Digital Age. This consumer survey looks at trends in book discovery, consumption, and buying behaviors among parents, teachers, and kids of all ages. They will reveal the latest data from the study, with special attention paid this year to price sensitivity and value perception across devices and channels, as well as to the adult crossover market for YA titles.

The data presentation will be followed by a panel conversation among the participating publishers. They will discuss the implications of the data for the publishing industry and what children’s book publishers should be doing to continue to reach their audience in the digital age.
10:00am - 10:30am
Storia: Scholastic's eReading Platform
McGraw-Hill Auditorium
For over 90 years, Scholastic has been the leading curator and distributor of children's books -- helping millions of children learn and love to read. Using its unique school to home connection supplied by its Book Clubs and Book Fairs, Scholastic helps children find books that delight, inspire and motivate young readers. Scholastic is transforming that promise for the digital reader, with the introduction of Storia®, its new, free teacher-recommended reading app for kids. Ms. Forte will discuss the foundation of the platform, the insight that shaped it, early learnings, and share the company's plans for what's coming in the new year. In the context of Storia, she will discuss the importance of reimagining the value proposition and value perception of children's eBooks - and the objective of connecting children not just with any book - but the right book - to cultivate the next generation of readers.
Deborah Forte
10:30am - 11:00am
Morning break
McGraw-Hill Auditorium
11:00am - 11:15am
Publisher as Producer: The changing role of the children’s book publisher
McGraw-Hill Auditorium
Eric Huang is helping to change how Penguin finds and develops new children's content. He's scouting for digitally savvy authors at non-publishing events, creating cross-media stories with book, app, and animation components, and constantly looking for new ways to connect with global TV and film partners, the web, and other brand extension opportunities. He'll describe what he sees as the critical role of the publisher in the new media age - to develop the story for any/all formats, publish the "book", and act as broker to market story to TV/film.
Eric Huang
11:15am - 11:50am
Rethinking Intellectual Property: Publishers creating, controlling, and licensing IP
McGraw-Hill Auditorium
At this year’s Frankfurt Book Fair, Lee Brackstone, editorial director of Faber and Faber, said, "The way we're acquiring is changing. We're not necessarily starting with books now; we are copyrighting ideas and turning them into books down the line."

Children’s publishers today are increasingly branching into cross-media and franchise development. They are creating new licensing divisions to control global rights and building consumer products teams to see variety of opportunities through to fruition. They are owning and controlling intellectual property in entirely new ways for the publishing business – evolving to look more like Hollywood studios. This panel will discuss the high return on children’s brands and how publishers are working with authors and traditional partners in new ways.
11:50am - 12:10pm
Storytelling in the Gaming Age: Poptropica's publishing model, the new gaming literacy, and how publishers can tell (and sell) stories today
McGraw-Hill Auditorium
There have always been stories. In all cultures and traditions. Every generation is better for stories. Through them, kids gain empathy, learn traditions, conquer fears, laugh with delight, and discover the world in which they live. Stories pre-date books; and film and TV. And storytellers stepped up to those emerging and disruptive technologies.

Is the job of what we've know as book publishers to publish books? Or is it to publish stories? Jess Brallier of Poptropica sees today's digital evolution as the expansion of storytelling, not its constriction. In this presentation, he will talk about his team of storytellers -- writers, illustrators, and programmers -- and how Poptropica is inventing a new publishing model in real time.

Whats a publisher to do as kids move beyond linear print literacy? Wheres the business that might exploit interactive storytelling and gaming literacy? What might the model look like? What might it have to do with technology, branding, original IP, licensing, and the tropics?
Jess Brallier
12:10pm - 12:30pm
RRKidz – Reading Rainbow for the 21st Century: The power of brand in the digital age
McGraw-Hill Auditorium
For 30 years, originally on television and now creatively re-imagined for today’s generation of digital kids, Reading Rainbow has evolutionized the way children relate to books. Through innovative uses of technology and imagination, Reading Rainbow advances literacy amongst children, which makes reading books fun, interactive, and a choice way of spending digital time.

RRKidz is the home of Reading Rainbow where Founder and Chief Curator, LeVar Burton and his team of digital media, entertainment, and gaming veterans, led by CEO Asra Rasheed, have created the delightful Reading Rainbow App to offer young children and their families a digital content platform centered on the discovery and experience of quality books. The #1 App in Education brings together stories and real world video field trips that help kids connect with the world they live in. Each book in the service is lightly enhanced with interactive engagement, narrated by award-winning storytellers, and includes an activity. Reading Rainbow’s strong brand value and curated platform provide a solution for discovery and offer publishers, authors, and illustrators a channel to help get their books noticed within a sea of apps.

Asra will share how Reading Rainbow engages its beloved brand to help with book discovery. She will also discuss how they have used data to inform their ongoing platform development and will provide some insights into where Reading Rainbow is headed in the future.
Asra Rasheed
12:30pm - 1:30pm
1:30pm - 1:50pm
Reaching Kids & Families in Today’s Market
McGraw-Hill Auditorium
NOOK Kids will join Publishers Launch again this year to share their latest insights into usage trends among children and families on NOOK devices, what digital formats are working best, and how publishers can most effectively market their titles via the NOOK platform.
1:50pm - 2:10pm
Driving Children's Book Discovery in the Digital Age
McGraw-Hill Auditorium
Peter Hildick-Smith of the Codex Group will share recent data on how children's books are discovered (both online and off) and what publishers can do to influence that discovery process.
2:10pm - 2:30pm
The X-Factor for Picturebook Characters: Facing the Public Vote
McGraw-Hill Auditorium
Magic Town is a new interactive storytelling channel for preschoolers, available on iPad and iPhone. Over the past four months, children across 200 countries have completed 1m stories in Magic Town, from a pool of 80 stories. Designed to give children aged 2-6 full control of their media experience, how do the different stories and characters stack up? What's hot in America, what's not? What do little boys and girls love? What brands travel the best internationally? What characterises children that enjoy more than 10 interactive stories per Magic Town is a new interactive storytelling channel for preschoolers, available on iPad and iPhone. Over the past four months, children across 200 countries have completed 1m stories in Magic Town, from a pool of 80 stories. Designed to give children aged 2-6 full control of their media experience, how do the different stories and characters stack up? What's hot in America, what's not? What do little boys and girls love? What brands travel the best internationally? What characterises children that enjoy more than 10 interactive stories per week?
2:30pm - 2:45pm
Building Partnerships to Reach Tween Girls: A Dork Diaries Marketing Case Study
McGraw-Hill Auditorium
The marketing campaign for Dork Diaries grew organically out of the story, the characters, and the voice of the mother-daughter creative team behind the series. Simon & Schuster leveraged that creativity to develop partnerships with third-parties like KidzBop, Poptropica, and Stardoll. They created an interactive website in collaboration with S&S UK for a single English-language destination for fans of the books. In this presentation, VP, Deputy Publisher for Pulse and Aladdin Mara Anastas, will share the marketing approach behind Dork Diaries and will explain how it has informed S&S’s developing digital strategy.
Mara Anastas
2:45pm - 3:00pm
Random Buzzers: Driving word of mouth with a YA audience
McGraw-Hill Auditorium
Linda Leonard and Sonia Nash Gupta will present about teen list destination They will talk about the importance of creating content that engages readers and draws in new members as well as how they are evolving and amplifying members' interests while promoting RH titles and authors.
3:00pm - 3:30pm
Afternoon Break
McGraw-Hill Auditorium
3:30pm - 3:40pm
Put Me In The Story
McGraw-Hill Auditorium
Sourcebooks founder Dominique Raccah will talk about this new iPad app, featuring customized bestselling picture books for young readers.
3:40pm - 3:50pm
Making Content Searchable and Discoverable for Educators -- the new Learning Resources Metadata Initiative (LRMI)
McGraw-Hill Auditorium
Educators look all the time for "learning resources" to use in their classrooms. These can be books; often they are.

Up until now, that "discovery" process has generally taken place as a sales interaction. K-12 publishers have sales reps and catalogs and introduce their wares to educators through schools and districts. Teachers can try to identify learning resources through conventional web search, but they often don't find what they're looking for.

The Learning Resource Metadata Initiative (LRMI) has set out to fix this problem. Funded by the Bill & Melinda Gates Foundation and the William and Flora Hewlett Foundation, the LRMI has proposed a metadata tagging protocol that could help teachers find resources more easily on the web. The LRMI proposal has been submitted as an extension to, the consortium of Microsoft Bing, Google, Yahoo!, and Yandex currently working toward standardizing metadata on the web. A number of publishers have already begun tagging their resources with LRMI metadata as part of a test program.

The LRMI will benefit not only educational publishers but trade publishers as well, since it will create a level playing field on the internet for all publishers with educational content who take the trouble to tag it properly. In other words, the LRMI will present trade publishers an opportunity to penetrate the education market -- without a huge new marketing initiative -- with metadata.

Neal Goff, who has long experience in both trade and educational publishing and is a past president of the Association of Educational Publishers, will explain the LRMI and talk about what trade publishers ought to be doing to keep their eye on it.
Neal Goff
3:50pm - 4:20pm
The Expanding Education Market for Digital Books
McGraw-Hill Auditorium
The education market has been a solid market for publishers for years, but with the arrival of digital books, the market has become more challenging and confusing for educators and publishers. However, some companies are finding an expanding market and new opportunities for organic growth. During this session, Todd Brekhus, President of Capstone Digital will describe the huge success of myON reader. MyON reader has added over 25 publishers to the platform and grown to attain over 1.4 million readers. The myON platform, a personalized literacy platform, has over 4,000 interactive titles available from the cloud or through iPad and Android Apps. Terri Soutor will share the early success of Brain Hive, which has wowed the school market with its innovative pay-per-use model, enabling affordable ebook access to schools. With free membership and open, unlimited access to 3,000+ titles from educational and trade publishers, Brain Hive has created a reader-driven ebook lending program for schools and a creative option for publishers to grow digital revenue and access insightful data about e-reading habits and demand.

Terri and Todd will provide insight into developments and trends in educational technologies, the evolving use of digital content and mobile technology in the classroom, and what publishers can do to attract and reach education buyers.
4:20pm - 5:00pm
The Future of Children’s Publishing in the Digital Age
McGraw-Hill Auditorium
This wrap-up panel will discuss the implications of new players and platforms for traditional book publishers, competition from other industries, and changing consumer behaviors and buying habits.