Stichting CPNB

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 € 11.50 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: 383.000 copies

1994: 567.000 copies (+ 48%)

2004: 765.000 copies (+ 99%)

Bookweek

1.200 bookshops join Bookweek (inclusive the big chains)

(900 libraries)

765.000 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 (275.000 copies)

•Free (sponsored) newspaper for every child (1.1 million

copies)

•Small picture book (for sale € 2,50) 110.000 copies

•BookweekGift (365.000 copies)

Children’s Bookweek

Central themes:

Children’s Bookweek

• boats• forest• music

Printrun Children’s BookweekGift

(1988: 97.500)

1989: 156.000

1998: 293.000

2003: 365.000

2004: 384.000

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: 50.000)

(1994: 47.000)

1995: 323.000

2000: 395.000

2004: 435.000 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 € 375.000,-

Talking about money

• Booksellers annual

• Publishers annual

€ 375.000,-

€ 375.000,-

€ 750.000,- (+ 100%)

Talking about money• Booksellers annual

• Publishers annual

€ 375.000,-

€ 375.000,-€ 750.000,- (+ 100%)

• Public libraries annual fee € 375.000,-

€ 1.125.000,- (+ 200%)

• Sponsors (average) € 700.000,-

• Guaranteed Annual budget € 1.825.000,- (+ 387%)

Booksellers total

Talking about money

Booksellers annual fee

Promotional material

Free Gift books (Bookweek, Travel

Books, Crime Books, Children’s books)

(Commercial products

€ 375.000,-

€ 250.000,-

€ 975.000,-

€ 1.600.000,-

€ 370.000,-)

Talking about money

• Publishers annual fee

• Advertising in CPNB-magazines

€ 375.000,-

€ 380.000,-

€ 40.000,-

€ 140.000,-

• Bookball

•Expositions

€ 935.000,-

Publishers total

Talking about money• Booksellers total

• Publishers total

• Libraries (375 + 170)

• Sponsoring + subs.

• Funds booktrade

• Divers

• Income 2003

€ 1.970.000,-

€ 935.000,-

€ 545.000,-

€ 685.000,-

€ 590.000,-

€ 450.000,-

€ 5.175.000,-

(average: € 700.000,-)

•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