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NEWS
TOTAL LICENSING
THE ABC OF BOOK PUBLISHING AS A ROAD TO LICENSING
For those attending the Bologna What do you need? from his Far East printer.
Children’s Book Fair, George • You need a good writer or artist Because this is a slow, laborious
Medina at Intercontinental because it is hard to excel in both road, your share of income will be
Licensing has written some key disciplines—professional illustration and correspondingly reduced and it will be
pointers on the link from book professional writing. uncertain and it may take quite some
publishing to licensing. • Can you self-publish with enough time to realize. Packagers usually do not
demo copies to use for intensive pay an advance.
• A book is a printed sample and, as marketing? You can, but any publisher’s • Should you work directly with a
such, inspires more respect than showing editor knows all about self-publishing licensing organization that would be
your work in portfolio or CD form. and it will not carry the prestige of a established both in books and products?
• It provides samples you can mail recognized publisher’s imprint. This might give you two arrows to your
around (and it allows you to give • Can you find a book agent? Yes, goal if you can find one. There are not
dedicated copies to your loved-ones). but you must be prepared to forgo a many and such licensing organizations
• It is a good tool on your ladder to 10-15% share of your income. You also look at lots of projects before
name-recognition. must do due diligence to verify that investing the necessary promotion and
• If you feel your style is specifically your agent charges no minimum or presentation expenses.
and particularly yours and you dream advance charges for what he/she might • Can you market a published book
of a signature licensing collection that be able to accomplish. Your agent must in other countries? Yes, if you have
might lead to further licensing, your demonstrably have connections and not interesting territories available and you
book can be used as a basis and may so many established authors that he/she have not assigned world-rights to the
lead to further non-book products. does not have the time to devote to your original publisher.
• Books, in contrast to “work for hire”, single unknown work. • Can you find a licensing organization
can be made to bring you royalties—a • Should you work with a book that can provide you with a writer or an
share in the success! packager?—This is a company that illustrator if you are the single half of the
• Books are often published in series, will show a dummy copy to smaller creative team? Yes, but there are even
so the project may give you more than publishers who can’t themselves fewer of these rare organizations within
one horse in the race. print an edition because the size of the licensing community so you must
• A successful series may give rise their operation or the size of their look hard.
to more projects and this might be the home market and language prohibits • Should you give up? No. To learn
beginning of a big career in books. publishing a well-priced edition. more you should read Publisher’s Weekly
• It is, in some ways, easier to illustrate Customarily the packager will assemble and other book-seller publications which
a story than to do unusual meaningful some 20,000 to 40,000 copies by will teach you background. You should
design without a “hook” to hang the orders he takes and then prints with also find out how many major book fairs
design on. language text changes as needed. He exist that you can reach and assiduously
will probably fill the orders by shipping walk these to learn and make contacts.
HARPERCOLLINS LAUNCH LOLA LOVE FOR LICENSING
Late February saw HarperCollins erty for girls to the licensing industry. girls aged 8 - 13 to combine gaming,
launch Lola Love, a new tween prop- Lola is a lifestyle guru for the tween social networking, magazine content
generation. (updated daily) and an interactive
She is billed as being ‘fun, fear- world which reinforces Lola Love’s
less, feisty and fabulous and com- messages.
pletely committed to helping girls Alongside the website, HarperCol-
realise their true potential’. lins has committed to a long-term
Created by tween life coach and publishing program for Lola Love
Mizz agony aunt, Lisa Clark, Lola including self-esteem-building life
Love combines must-have cool guides, beauty bibles and a fiction se-
with credibility and a genuine ries to be launched this summer.
message – be who you want to Jane Evans from Jane Evans Licensing
be - in an age dominated by ce- who is managing the ‘Lola Love’ Li-
lebrity obsession and physical censing Programme for HarperCol-
scrutiny. lins commented how “exciting it is to
Claire Harding, Brand and Prop- be representing a property which is
erties Director at HarperCollins, led by digital innovation” and she has
unveiled plans for www. lolasland. every confidence that this will be one
com – the very first website for of the tween successes of 2009.”
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