A DAY IN THE LIFE OF THE CHICKEN AND FROG BOOKSHOP

By Natasha Radford

 

Being a bookseller is a relatively new occupation for us, only having opened our doors 5 months ago. However I would say that we have always been booksellers at heart, recommending books to anyone who will listen.

The most exciting part of the job is choosing new titles for the shop. We have got to know our customer base pretty well and are aware of what they like and are looking for.  As we have a Waterstones, WHSmith and The Works all within close proximity, we strive to offer something a little different from the usual. Yes, we stock J.K.Rowling and Enid Blyton (still incredibly popular), but we also ensure that there is a very large range of books which are not found elsewhere, such as Mo Willems’ superb ‘Don’t Let the Pigeon’ series, the brilliantly inspired Barrington Stoke collection of dyslexia friendly texts and anything else that catches our attention. Poo-related books go down a storm! Nosy Crow can always be relied on for innovative books for the younger market, with superb illustrations at the centre of their stories. I can’t recommend them highly enough if you’re looking to find out ‘how it’s done’.

As well as the ordering of the titles, there is also the displaying of the books. This has evolved (and will probably continue to do so) as we have become more familiar with what people are looking for and how people shop. I always used to get frustrated when I went into the supermarket to discover that aisles had changed, but now I understand the cunning marketing plan behind such actions. We move sections around every couple of weeks and change our window display weekly. Why? Because people look but they don’t always see. You have to draw the eye in and it’s true to say that people (including me) do judge a book by its cover. We are very lucky as we have some extremely knowledgeable reps that really know their stuff and let us know of new titles which suit us.

The children’s market is absolutely saturated at the moment, which is wonderful because there’s so much to choose from! I would say that you have to be incredibly selective these days, especially when it comes to some self-published books. Self-publication can be the ideal way to break into the market, as it is difficult to ‘get in’ with publishers; however such books come with a health warning. We get sent a lot of self-published books and I have to say that the quality varies hugely. Many of the titles we have been sent will never make it onto our shelves. There are key issues which seem to recur. Picture books are often too wordy. Text is important, but the text and illustration needs to match. Also, the illustrations need to be of a high quality. Unfortunately there are authors out there that take on the job of illustrator too. Of course it can work beautifully – Anthony Browne is a fine example of such a master of the picture book – but all too often that is not the case. As I have already said, we do judge a book by its cover! Having said that, we currently stock a very well put together collection of London guides, aimed at families on a budget, who want to explore our great Capital city. (Step Outside Guides, www.stepoutsideguides.com).

The diary format has become incredibly popular, largely due to the now infamous Jeff Kinney. These are a very effective way of persuading reluctant readers to pick up a book and they are certainly good sellers for us. Writers are becoming more creative with the genre; for example, branching out to history (Diary of Dorkius Maximus, Tim Collins). They’re good fun and accessible to a wide range of readers, which can’t be a bad thing. Fantasy and humour are also featured highly. The series can be problematic for us as booksellers. We find that the first two or three titles in a series sell well, but the later editions tend not to do so well. This has been true of almost every series we have stocked, apart from Andy Stanton’s ‘Mr Gumm’ and Enid Blyton.

YA fiction is very exciting at the moment. The border between what constitutes YA and what is Adult has blurred considerably and we are finding many adults are coming in to buy YA titles for themselves. In particular Michael Grant’s ‘Gone’ series has proved very popular. There are elements of ‘Lord of the Flies’ brought bang up to date, in this pacey series. Interestingly, more boys are selecting titles from our YA range than girls. Robert Muchamore and Charlie Higson both provide a macho world of escapism which is welcomed, even by the more reluctant reader.

The children’s book market continues to expand, pushing the demand of quality higher and higher. Articles that claim children no longer read are nonsense. They do read, avidly at times, they just happen to do other things too. 

 

The Chicken and Frog Bookshop is open Mondays to Saturdays, so do be to sure to drop in and say hello:

7 Security House

Ongar Road

Brentwood

Essex

CM15 9AT

 

A DAY IN THE LIFE OF THE CHILDREN’S BOOKSHOP

By Sonia Benster

 

 

 

As a specialist children’s bookshop for over 38 years, we have been variously described as ‘an endangered species’ or, more positively, enjoying a ‘golden age of children’s books’.   That was then – where are we now?

Recently, many general independent bookshops have closed their doors.  However, dedicated children’s bookshops have hung on.  The bookseller in February even reported several new start up ventures.  These brave souls are to be applauded.  They will have to compete for customers against behemoths such as Amazon, the major supermarkets, chain book stores – not to mention the world of digital delights – however ephemeral.

The book trade no longer builds businesses, authors and expertise.  It is geared to cynical short term strategies for instant profit.  Sadly, the public will eventually get what they pay less for; bargain prices, speed, convenience.  Unless, before too late, they come to value knowledge, service, plus an intelligent, extensive stock range – albeit at a marginally higher price.  If the cheaper route prevails, monopolies will reign, choice will contract and publishers will also be subsumed, further reducing opportunities for fledgling authors. Amazon are really only interested in publishing and promoting what sells.

Hopefully, children’s booksellers can continue to blaze an alternative trail.  Our shops will have to respond to local needs in communities and schools.  We must continue to champion the best debut author/illustrators.  Authors, themselves, can spear head this revival in partnership with shops and libraries, if they bear in mind the art of the possible.  Without authors, the book trade would not exist!  My apologies, therefore, for my presumption in putting forward the following suggestions for aspiring writers to address in an increasingly competitive world.

You’ve had an idea for a book.  Next move is to haunt libraries and bookshops to check similar work.  Avoid overcrowded markets and current popular genres. It is no use coming in on the tail end of a popularity wave – e.g. post Harry Potter or the dying fall vampires and angels.  I would even venture to suggest that gritty young adult and dystopian novels are waning.  Ask yourself, does posterity need another cosy picture book featuring anthropomorphic bears at bedtime? Be original, its your unique selling point.

Research done, you’ve gone ahead and now have a book/illustrations ready and revised.  Time now for an agent or publisher. Check the recent output of mainstream publishers.  Be hypercritical yourself, it saves pain later on. Will your putative audience be prepared to pay hard earned cash to share your story?  Beware computer generated books.  Amateurish productions have absolutely no chance in the sophisticated glossy world of modern publishing  If you decide to self-publish, you will absolutely have to match the prevailing standard.

All these hurdles are behind you and publication date looms.  Even a publication date needs thought.  Are the dead days of January going to allow your book to stand out like a beacon? Would midsummer be better with holiday reading needed; schools at this time have other priorities, school trips, exams, even shortage of money due to family budget going on school photographs. Once schools have settled in around September/October is probably the optimum time, but will your title get lost in the avalanche of new publishing?

Whichever date is selected, its time now to promote yourself relentlessly.  Forget shyness.  Develop a slick routine which you can offer schools and groups.  Make the publicity department your friends.  Be available – don’t ask for fees initially.  Pester radio,TV, newspapers, social media with your newsworthy story.  Check out the Federation of Children’s Bookgroups – their annual conference in the Spring is perfect for networking.

Always, always be agreeable, however chaotic arrangements appear – however small the audience.  You re learning all the time what people want.  If your book is good, then momentum WILL build.

You may feel now that it is time for support from bookshops to introduce your new talent to their customers.  Provided your book suits their stock profile, they can arrange window displays, school and library visits and both review and recommend to teachers and readers. The ubiquitous shop signings need to be approached with caution.   In a busy world, few people are tempted into a shop for a basic signing which can be very dispiriting.

If you yourself, can rally a core audience of around 30 family and friends, then most shops will be happy to use that nucleus to interest their regular customers in a glass of wine, a chat or a brief reading.

Recently, we teamed up with a donkey charity to publicise a Christmas donkey book.  The bitterly cold day kept numbers down, but pre-orders had been taken, much fun was had on the day and the books (duly signed plus tiny individual pictures) continued to sell very well. Word of mouth is still very effective, particularly in the children’s book world and small scale events can have a substantial ‘ripple’ effect.

So the factors mentioned in  my first paragraph still pertain.  We live in economically precarious times, yet have a wealth of wonderful books to resource.  All that is needed for the children’s book world to be buoyant is for everyone to co-operate, authors, publishers, booksellers to find the most effective routes to market and to reaching our  end destination – the child reader.

 

Do be sure to visit The Children’s Bookshop at:

The Children’s BookShop

37-39 Lidget Street

Huddersfield

West Yorkshire

HD3 3JF