There were so many sessions going on during the conference, that I felt too many people missed hearing David Caruba’s State of the Market Report at the Conference. Since David did such a good job and because it should be something everyone attending should be interested in knowing, I am looking to have him give his report to the whole group next year.
David contacted all the editors and agents attending, but also contacted additional editors to try and get the thoughts from every publishing house. I asked David if he would write up a few highlights to share with the visitors on my blog. Here is what he sent.
2010 Children’s Book Market
A Survey Presented at the NJ-SCBWI Conference by David Caruba
“It’s been a dark couple of years. We all wish that everything was selling better than it is.” –Editor, NY House
“Now that it’s much more acceptable for adults to be reading kids books, our audience is large. There’s lots of interest from different sectors in publishing.” –Editor, NY House
“We’re seeing an evolution of an industry with more electronic devices. The landscape may change but the market is still hanging in there.” –Major Agent
In early June, I presented a report of the children’s book market at the 2010 NJ-SCBWI conference. While the full presentation ran 90 minutes with questions, Kathy Temean invited me to submit a short guest blog summarizing the results.
In total, the survey entailed interviewing nearly 30 children’s book editors and agents, encompassing 13 houses and six literary agencies. While far from scientific or conclusive, it did paint a fairly consistent picture of the industry:
This is the year of the YA, with a 30% growth in the segment reported by Publisher’s Weekly. An editor put it better with: “YA, YA, YA. It’s definitely the hot, revenue-generating category.” Editors and agents report genuine crossover to adult readers thanks to The Hunger Games.
Picture books remain soft, although there is some interest reported in author-illustrator packages (where the author is also the illustrator) and books with characters that can be branded or grown (by grown they refer to branching the character into other stories and markets, not aging the character) with an eye towards the emerging digital market.
Middle grade stories remain strong, although their demand has softened a little over the past year. Some editors attribute the softening not to the market but to their own focus on building YA lists. Single biggest reported issue: middle grade stories without middle grade voices. “We always want middle grade but just can’t get it,” explained an agent. “People can’t write it.” Publishers report wanting MG stories with a marketing platform or media hook.
While everyone in the field seems fed up with vampire books, according to editors and agents, they continue to sell. “We hate them all, but every month a new vampire deal is published on PW. The market is voting with their dollars”—stated a frustrated agent. Latest iteration: vampire satires and stories with a twist.
Fantasy remains hot, historical novels remain soft. Still, as an agent pointed out, “My position is, we’re going to have a fabulous breakout historical that will revive the category.”
Market trend good: lot of YA dystopian, adult crossover, and the rise of the digital market (eBooks and eReaders).
Market trend bad: publishers looking for “blockbuste
Thank you David for that report. Very interesting. Thanks as always Kathy, for presenting us writers and illustrators sooo much helpful information.
I was sorry I couldn’t get to your talk, David. Thank you for posting this.
Can I ask a question? When you were talking to the editors/agents and they said they want more middle grade but people can’t write middle grade, what did they mean?
Thanks again for posting this. The value of that conference continues on and on…..
I was very fortunate to attend David’s workshop, and it was EXcellent! He did a tremendous amount of work to compile all that extremely helpful info and I’m grateful. It really helps us get a better handle on what seems to be going on in the industry, which I think is really important.
Thank you, David, for such a thorough and easy-to-comprehend job. You’re a GREAT and very natural speaker
Donna
Hi Nanci,
Thanks for your question. What editors and agents meant is that too many manuscripts submitted as middle grade have voices that are really YA or adult. Another problem mentioned MG manuscripts with adult sensibilities. It’s a real art writing middle grade.
This is very, very interesting. As an Elvensie/2K11er with a mid-grade historical coming out, I am doubly thankful my work sold in this soft market.
Thank you for the information!
My favorite line here?
“Fantasy remains hot, historical novels remain soft. Still, as an agent pointed out, “My position is, we’re going to have a fabulous breakout historical that will revive the category.””
Thanks so much for posting this, Kathy! This is wonderfully informative as I look to begin the agent-querying process soon.
Just yesterday while doing my regular browsing in the B&N children’s dept., I met a mother and daughter picking out books (the girl had a B&N gift card to use and her mother insisted it be used on books, not music). This 11-year-old girl LOVES historical fiction
Donna
Donna,
I actually think kids enjoy historical novels, if the author has included things that are relevant today. Girls have been falling in love with boys from the beginning of time, so some things never change.
Kathy
Crystal,
There was lots of good info presented. Good luck with the agent search.
Kathy
Joyce,
I hope that historical break-out novel is one of yours.
Kathy
Rena,
My pleasure. Thanks for stopping by and leaving a comment.
Kathy
Caroline,
What is the title and when is it scheduled to come out?
Kathy